“The Situation”: Tear off those Abercrombie & Fitch clothes
Tom Dougherty, CEO – Stealing Share
24 August 2014
Poor Mr. Situation
Love this. Abercrombie & Fitch is offering to pay The Situation, aka Michael Sorrentino, not to wear the brand’s clothes on “Jersey Shore.”
This is hilarious – and exactly the right thing to do.
“This is called protecting your brand and, more importantly, knowing who you are for and not for.”
This is called protecting your brand and, more importantly, knowing who you are for and not for. The Abercrombie & Fitch brand is for a kind of casual yuppie/preppie (excuse the term), and the cast members of the “reality” show are not self-reflections of that brand.
Often, we talk about a brand having a brand face, which is the description of who the target audience is. For it to meaningful, it represents a stake in the ground so that it also says who it is not for. Only then, does it present a true choice.
Apple’s brand face is a show-off innovator (like, uh, me). Nike is a winner. McDonalds is a fun-loving kid. Coca-Cola is a nostalgic adult. And so on.
Of course, Mr. Sorrentino cannot be barred from wearing Abercrombie & Fitch. But, even though Abercrombie & Fitch’s stock price dropped 9% immediately after the announcement, it was the right move in the long run. The offer of payment not only generates PR for the brand, it has those who see their own self-reflection in the brand cheering.
Walmart grocery delivery Tom Dougherty, CEO - Stealing Share 19 February 2019 Walmart grocery delivery to overtake Amazon? I hate grocery shopping. Let me say that up front. Every Saturday or Sunday, we trek to the nearest Harris Teeter and pile our cart...
TV Advertising Effectiveness Tom Dougherty, CEO - Stealing Share 18 February 2019 Measuring TV advertising effectiveness I found a new study utterly hilarious as it says as much about the state of TV advertising effectiveness as it does about attention...
Toys R Us return Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening...