American Morning

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August 18th, 2011
10:10 AM ET

Was A&F asking 'The Situation' not to wear their clothes a clever PR stunt or was it inspired by legitimate concerns?

Abercrombie & Fitch's stock price dropped nearly nine percent yesterday, one day after a very public diss on "The Situation" from the popular TV show "Jersey Shore."

The retailer offered Mike "The Situation" Sorrentino and other members of the hit MTV reality show "substantial payment" if they stopped wearing Abercrombie-branded clothes.

Adam Hanft, CEO of marketing firm Hanft Projects, joins Ali Velshi to weigh in on why Abercrombie & Fitch made their decision and to explain whether the move was a publicity stunt, or if the company had legitimate concerns about the way that the "Jersey Shore" cast could hurt their brand.

Filed under: Business
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