Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency in New York City offering full service in a variety of areas, with specializations in business-to-business; advertising, marketing and media firms; transportation safety; non-profits, and select consumer products and services. For more info, call us at (212) 573-6000, email to david@reichcommunications or text to 914-325-9997. We are located at 228 East 45th Street, Suite 11-South, New York City 10017

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    August 17, 2011

    Comments

    Jeanne Byington

    David,

    I agree with you, though I can't imagine that anyone who would like that program and its characters would recognize a piece of clothing from A & F and dash out to buy it to coordinate with their tattoos.

    For some reason, reading what you wrote:"...the sense to recognize the difference between big audience numbers and the environment where their products are being showcased" made me think of something else. I get countless requests to befriend strangers on LinkedIn or Facebook, all of which I ignore. If someone wants to remind me that I met them at such and such an event or on the xyz committee or that they know a colleague or client of mine and would like to connect, fine. Just having large numbers of anything doesn’t impress me, either.

    David Reich

    A friend said this is a great PR coup for Abercrombie, since they're getting so much publicity from this. True, they're getting some exposure but is it the kind that will help them sell clothing? I'm not so sure.

    David Reich

    from an AP story...

    Analysts say while Abercrombie's provocative move suggests a publicity ploy, the teen retailer does have an image to protect. Laura Ries, president of the Atlanta marketing consultancy Ries & Ries said the image is "classic, sexy, preppy teenagers."

    "Jersey Shore' shows 20-something guys and girls getting drunk every night and going out to party," she says, "so it clearly does not go with the image they have worked for over a decade to show to the world."

    The news came as Abercrombie, based in New Albany, Ohio, reported strong second-quarter results, fueled by international growth. Abercrombie is focused on growing internationally. In fact, preserving its image overseas might be part of the impetus behind the move, said Nomura analyst Paul Lejuez

    "It shows their European customer, especially, he is not what the brand represents," he said. "They have a strong, aggressive European growth strategy. You don't want Europeans thinking that's what the brand is all about."

    Ries, the Atlanta branding expert, said the title of Abercrombie's description of the offer as "a `Win-Win' situation" in the press release is appropriate.

    "Abercrombie and `The Situation' are both getting enormous PR and really everyone is in on the joke," she said.

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