Smack Marketing

Courtesy of Simon Doonan, via the New York Observer:

There is a wicked new marketing strategy currently sending shock waves through the high-stakes competitive world of luxury fashion. It’s devious, delightful and deliciously dirty.

Here’s the deal: Remember how Snooki, drunk or sober, was never seen without that Coach bag dangling from the crook of her arm? Snooki and her Coach were as synonymous as The Situation and his six-pack. But then the winds of change started blowing on Jersey Shore. Every photograph of Guido-huntin’ Snooki showed her toting a new designer purse. Why the sudden disloyalty? Was she trading up? … The answer is much more intriguing.

Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here’s the shocker: They are not sending her their own bags. They are sending her each other’s bags! Competitors‘ bags!

I thought it too hilarious not to mention. I found the link via comments on MR; the given post mentioning that Abercrombie & Fitch Co. wants to pay Michael Sorrentino to not wear their brand. This of course reminds me of Burberry’s less than warm reception of its burgeoning customer base among hip hops and chavs. The lesson boys and girls is to be careful what you wish for because you just might get it. Burberry’s popularity with its unintended demography contributed to dismal sales figures…

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  1. Courtney Hipp says:

    I think I remember the Cristal brand asking a rapper to stop using their product in videos a while back. 50 Cent, maybe? The Snooki story is funny, and the luxury houses were smart to keep their actions under wraps (at least to the extent possible). I understand A&F’s dismay but think this may backfire. First, it makes them look a bit desperate in my opinion. Second, the Situations of the world are more of their core market than they would have people believe. After all, we do see who ELSE wears their clothes!

  2. Charles says:

    After reading the article about Burberry I looked up “female chav” on Google Images and the first image that comes up is…. O_O Interesting use of scarves. I can see why they’re worried.

  3. Courtney Hipp says:

    A correction: the rapper in question was Jay-Z, and he called for a boycott of Cristal (after years of championing it in his lyrics and videos) because he deemed comments from the company’s managing director to be racist:

    “The boycott came after new Roederer managing director Frédéric Rouzaud told a special edition of The Economist that the house viewed Cristal’s association with rap ‘with curiosity and serenity’.

    Asked if he thought the association would harm the brand, he replied, ‘that’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business.’”

  4. Marie-Christine says:

    Mmm. Makes you wonder to what extent those public disavowals are actually direct marketing ploys. Think of all the press that A&F has gotten in the past week explaining that they’re too hoyty-toity for that Jersey Shore crowd etc. Goes right along the perception they want people to have of them, and all free..

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