Abercrombie and Fitch Messes With The Situation, Which Messes With Their Stock

On Tuesday, Abercrombie and Fitch offered "substantial payment" to MTV's "Jersey Shore" cast members, specifically Mike "The Situation" Sorrentino, to refrain from wearing their product.

"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," an A&F spokesperson said in the statement.

Some thought brilliant publicity stunt, but the street didn't see any humor in this, um, situation.

Abercrombie and Fitch (ANF) posted one of Wednesday's biggest percentage decreases after trading stopped on the NYSE, falling nearly 8.7 percent to close at $64.87.

Our brothers and sisters at MTV Remote Control raise a good point that may give Abercrombie more reason to sweat. A good deal of the "Jersey Shore" fans are probably curled up at home in their A&F clothes watching The Situation's adventures each week. Does that mean they should stop buying the brand also? Read Remote Control's Open Rebuttal To A Certain Clothing Retailer Who Dissed Our 'Sitch'

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