CEO Jeffries Hates “Jersey Shore” — But Did The Situation Boost A&F’s Stock?
11:28 am, August 17th | by Amy Tennery
Abercrombie & Fitch’s CEO Michael Jeffries is not a fan of reality television. Or maybe he’s just not a fan of “The Jersey Shore.” Either way he’s not happy that series regular Mike “The Situation” Sorrentinto is wearing his company’s clothes. But while more than a few brands might not want to be associated with the hijinks of “The Jersey Shore,” Jeffries’ dismissal of the Sitch is actually, well, not super smart. Stay with me, I’ll explain in a minute.
Okay, let’s start from the beginning. Yesterday, Abercrombie & Fitch released a statement offering to pay Sitch to stop wearing its clothes (especially while filming episodes of “Jersey Shore,” we’d imagine). Apparently Jeffries had regarded A&F’s appearance on the show as “terrible,” since clearly the brand commands a core clientele of a higher caliber.
So, back to my theory. Let’s pretend for a second that this isn’t an obvious publicity stunt and that Jeffries is actually upset about the Situation wearing his company’s clothes.
As the WSJ notes, the episode in which Sorrentino is seen sporting green A&F shorts in Italy took place last Thursday. And, wouldn’t you know it, there’s an odd little quirk in the A&F stock pattern since The Episode aired — most notably, the stock climbed the morning after the Sitch-in-Abercrombie-episode… and it dropped this morning, following the news of Jeffries’ Sitchaversion.
Okay, now I realize that this — much like my Casey-Anthony-verdict-sways-the-market theory — is admittedly a little half-baked. But what if? What if there were some Sitch manipulation of A&F shares? What if Mike “The Situation” Sorrention could actually sway the U.S. financial market?
Alright, maybe I’m getting a little carried away. But Abercrombie’s international outlets did just see a 74-percent climb in sales, so yea. I’m just sayings all.