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The only way is preppy


Posted At: 18 August 2011 15:00 PM
Related Categories: And Finally, Retailers


Oh no! Reality TV seems to have upset the aspirations of Abercrombie & Fitch. With a tight control of its merchandising and awesome marketing – how many other brands in the UK can claim national recognition with only one store? – A&F are slightly upset that their image is being tarnished by a certain Mr Sorrentino – he of the rowdy, hard-partying cast of MTV reality show Jersey Shore.

Well aware of the power of symbolism, A&F don’t want to go the same way as Burberry (uniform of the chav a few years ago) and Adidas (what else does one wear whilst rioting?!) and are seeking to persuade Mr Sorrentino to change his wardrobe.

The BBC have reported that the company “are deeply concerned that Mr Sorrentino’s association with our brand could cause significant damage to our image”

With A&F pushing their price point even higher in the UK, it’s going to be a nightmare for them if the cast of TOWIE sign for the next series, then take in Burlington Gardens on their shopping spree. With Mr Sorrentino being offered a financial incentive to change his t-shirt, perhaps the TOWIE guys will see this as one way of supplementing their appearance fee!

Comments Comments (3) Twitter Twitter


It's both impressive and worrying that things like this can have such an effect on the popularity of a brand - I remember when Burberry tartan was actually a nice style of fabric, before it got ripped off and turned into, as above 'the uniform of chavs' - it was rather upsetting, no longer could I wear my (unfortunately fake) Burberry scarf, for fear of its associations. What brand will be next?

I appreciate your viewpoint , that is great.

Hi thanks for yet another funny and interesting post

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