First, we have the sign that this may have been a bad move. TMZ is reporting that after the story broke that the clothing giant wanted to pay Mike “The Situation” Sorrentino to not wear any of their clothes, their stock took a 9% tumble. In this economy, you can’t necessarily guarantee that this was related to the “Shore” incident — but it certainly didn’t help. While there may be a number of people who don’t like the popular show, it does have a huge fan base among teenagers and young adults who shop at this store and partake in plenty of partying themselves.
At the same time, though, A&F’s statement did catch the eye of network MTV — who actually passed along a rather complimentary note as a result:
“It’s a clever PR stunt and we’d love to work with them on other ways they can leverage Jersey Shore to reach the largest youth audience on television.”
At the end of the day, do you think this stunt was a good or a bad move for Abercrombie & Fitch?