The story about fashion brand Abercrombie & Fitch deciding to pay the cast of American reality TV show ’Jersey Shore’ not to wear their clothes reminds me of an idea I once mused.
A couple of years ago while in Soho, London, where I witnessed a down-and-out walking around wearing a Gap sweatshirt and reflecting that it wasn’t doing much for the brand ambience.
I then had the idea of recruiting a team of vagrants to walk around trendy places like Soho and getting clients to pay for them to wear their competitors branded designer wear.
So, it uses the idea of negative associations without being linked with it, while stigmatizing and damaging your competitors’ brands.
Still a valid guerrilla PR tactic for anyone out there.
Also, just realised I might be off their target demographic – so I too will be hopefully be paid by Abercrombie not to wear their clothes. Are there any other brands can I think of to similarly target?