• by Wayne Friedman , August 17, 2011

In a bit of reverse product placement, teen clothing retailer Abercrombie & Fitch Co has seemingly offered money to cast members from MTV's popular show "Jersey Shore" to stop wearing its clothes.

In a release -- which some believe to be a publicity stunt -- the company is worried about its image, especially when it comes to Michael "The Situation" Sorrentino wearing its line.

The release was titled: "Abercrombie & Fitch Proposes a Win-Win Situation."

"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." It ended by saying that it also offered money to other cast members.

"Jersey Shore" features a cast of twenty-something Italian-Americans partying, tanning and complaining about their jobs at a beachfront T-shirt stand. Public-interest groups voiced concerns about "Jersey Shore" when it began a couple of years ago, worried that it broadcast the wrong image for young Italian-Americans.

Some see the move as a publicity stunt, given the retailer's line of clothing.

According to reports, the company sold a T-shirt riffing off of "The Situation." Wording on the garment read: "The Fitchuation." On Abercrombie & Fitch's Web site home page, there is a photo of a man and a woman's revealing strong abs -- not unlike "The Situation" -- each donning a pair of jeans.

Whatever it is, all this has not hurt the big retailer.

Abercrombie & Fitch reported a net sales increase on Wednesday of 23% in the second quarter to $917 million, with net profit soaring 64% higher to $32 million. Still, in early Wednesday trading, A&F's stock was down 5%.