Abercrombie & Fitch

@thethriftingtree

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Promoted product

Abercrombie & Fitch

5 videos4 creators

Why it worked

The video leverages a well-known pop culture moment and a surprising PR blunder, creating a narrative that is both nostalgic and cautionary. The use of visual aids like news headlines and parody t-shirts enhances engagement.

Summary

This video discusses Abercrombie & Fitch's controversial attempt to pay Jersey Shore cast members to stop wearing their clothes in 2011. The move backfired, increasing the brand's visibility and leading to further legal issues when Abercrombie released parody t-shirts based on the show's catchphrases.

Structure

1Abercrombie's attempt to pay Jersey Shore to stop wearing their clothes
2The move backfires, increasing brand visibility
3Abercrombie releases parody t-shirts
4The Situation sues Abercrombie

Original caption

I’m surprised they didn’t rip “It’s T-Shirt Time” from Pauly D too 😭🌳 Let me know what else you want to see me cover in this ttttalks series and follow for more! 🌳 #jerseyshore #abercrombieandfitch #abercrombie #y2kfashion #gtl

More from @thethriftingtree

Product placement

Abercrombie & Fitch (clothing brand): APPEARS as a logo and is mentioned as the subject of the news articles. Removing it would change the topic of the video. Jersey Shore (reality TV show): APPEARS as a group of people and is mentioned in the news articles. Removing it would change the topic of the video. The Situation (Mike Sorrentino, reality TV personality): APPEARS as a person and is mentioned in the news articles. Removing him would change the topic of the video. Fitch (clothing brand): APPEARS on a t-shirt. Removing it would change the meaning of the t-shirt. G.T.L. (phrase associated with Jersey Shore): APPEARS on a t-shirt. Removing it would change the meaning of the t-shirt.

Call to action

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On-screen text

CBC Abercrombie pays Jersey Shore not to wear its clothes Aug 17, 2011 The Guardian Jersey Shore's The Situation offered cash not to wear Abercrombie & Fitch Aug 17, 2011 NBC NEWS Abercrombie's 'Jersey Shore' plea may pay off Aug 17, 2011 www.glamour.com The Jersey Shore Stylist Says The Abercrombie "Situation" Has Affected What The Stars... Aug 26, 2011

Transcript

Abercrombie & Fitch literally hated the Jersey Shore so much that they tried to pay the cast members to stop wearing its clothes. In 2011, the company publicly offered Mike The Situation Sorrentino a substantial amount of money if he stopped appearing in Abercrombie & Fitch gear because they thought his image was damaging to the brand. But the move completely backfired. The controversy only made the connection between Jersey Shore and Abercrombie & Fitch stronger, turning a corporate PR move into internet history. Things got even messier when the Situation sued Abercrombie back years later after they released parody t-shirts using his catchphrases without any of his permission. The most popular of which was "The Fitchuation" t-shirt and the one that literally rips the entire main catchphrase from Jersey Shore, G.T.L. (you know the deal) Fitch. What started as Abercrombie trying to protect its brand image ended up being one of the most embarrassing celebrity brand feuds of the 2010s. I’m surprised they didn’t rip “It’s T-Shirt Time” from Pauly D too 😭🌳 Let me know what else you want to see me cover in this ttttalks series and follow for more! 🌳 #jerseyshore #abercrombieandfitch #abercrombie #y2kfashion #gtl