The Situation Gets Paid to Wear Clothes- Not to Wear Clothes; the Situation Just Gets Paid

By Paul Pannone

The Situation continues to make headlines, attracting eyeballs while building his following and brand by using conventional methods and now, not so conventional. Mike “Situation” Sorrentino, managed by his brother Marc, are breaking barriers in marketing/advertising endorsements, association and now by dis-association.

Imagine getting paid not to go to work and stay home? How many people would turn down that opportunity? That’s what Abercrombie & Fitch essentially asked the Situation to do. A public statement released by A&F included the following :

“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image. 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.“ 

 Abercrombie publicly issued the statement gathering news headlines, contrary to the context of why they issued the statement in the first place.

The Situation’s star power enables him to not only get paid to wear clothes but now, not to wear them. Mon Cheri uses David Tutera to get their products in front of millions of television viewers. Barneys gives Lady Gaga an entire floor to walk her audience into their store.

The topic was brought up in the Wedding Water Cooler by very good people but not very good marketers that fail to realize the (business) selling potential of the Situation– or any controversial figure. Goody two shoe remarks intended to raz association with the Situation said they find some companies paying the Situation to wear their clothes and others not to wear their clothes “interesting”.

The remark was addressed by another WWC member that said:

“A & F definitely doesn’t view The Situation’s independent endorsement of their brand a negative.  Rather, they see it as a double positive.  A & F benefits from the spin coming and going.  The company benefits from The Situation’s sex appeal AND they get the controversy that surrounds him.  They benefit from the snob appeal created by the rejection AND from the promotional spin.  They win from every angle.  The only sting is that their objection isn’t loud enough.”

Who is right and who is wrong?

This week Barney’s in New York announced an association with Lady Gaga, leveraging her marketing star power. Barney’s released a statement giving Gaga an entire floor saying:

For the first time ever, Barneys New York will convert an entire floor of its Madison Avenue flagship for the holiday initiative.  Starting in mid-November, GAGA’S WORKSHOP will be brought to life throughout the fifth floor of the Men’s Store and the store’s iconic Madison Avenue windows.

The move will attract Gaga’s following to Barney’s, forcing them to pass floors of merchandise and the possibility they will purchase something.

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