Clothing retailer employs unique brand reputation risk management strategy

In a unique attempt to protect its brand reputation, Abercrombie & Fitch (A&F) offered to pay cast members of the MTV series ‘The Jersey Shore’ to not wear its clothing.
Whether or not the strategy was successful is debateable though, the day after making the offer, A&F’s stock dropped nearly 9%, reported the Chicago Tribune.
A&F offered Michael ‘The Situation’ Sorrentino, a cast member of the popular reality series, compensation to cease wearing A&F products.
“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image,” an A&F spokesperson said in a release.
“We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans. We have therefore offered a substantial payment to Michael ‘The Situation’ Sorrentino and the producers of MTV’s ‘The Jersey Shore’ to have the character wear an alternate brand. We have also extended this offer to other members of the cast, and are urgently waiting a response.”