It all started as the 31-year-old “Situation” made the “Gym, Tan, Laundry” mentality a way of life. Once the MTV reality series “Jersey Shore” became a full-blown pop culture phenomenon, it was noticed that a clothing line designated for more of a teen audience was incorporated into the cast’s style on thew show. This company was Abercrombie & Fitch, the over-priced, popular teenage clothing store notorious for short skirts and low-cut tops.
A&F caught wind of the reality star’s unintentional advertising of their brand, and proposed in mid-August to pay him and the rest of the Jersey Shore cast not to wear their clothing, as they alter the line’s “image”. Needless to say, the brand received a lot of backlash from this proposal: perhaps the cast did not apply to the brands typical “image”, but was this extremely popular TV series with the targeted audience not already advertising to lure more customers?
Within the next 24 hours after the “Situation Proposal”, the company’s stock dropped 9%. Perhaps the Situation and Snookie have more of an influence on popular culture than we thought they did? While these characters may not be the ideal role models for the teen crowd, they sure give a lot of business and advertise for Abercrombie and other franchises to the highly-influenced adolescent culture. Note to self: do not underestimate the Situation’s ability to transform the reputation of yourself, your company, or your so-called “image”.