SMALL PRINT:CLOTHING BRANDS, food and drink companies and car manufacturers spend millions hooking people into their products, hunting celebrity endorsements and hoping sales of products will sky-rocket if an A-lister recommends them. So it seems strange for brands to actively discourage famous people – and many customers – from endorsing their products.
This week, clothing company Abercrombie & Fitch was the latest to challenge unwanted publicity. A&F says it will pay Michael "The Situation" Sorrentino of reality TV series Jersey Shorenot to wear its clothes, saying it is "deeply concerned that Mr Sorrentino's association with our brand could cause significant damage to our image".
The Situation's party piece is pulling up his shirt to reveal sculpted abdominal muscles, so considering A&F pays topless male models to parade around its stores, the company probably has more in common with the Jersey Shorestar than it acknowledges.
It’s not the first time a high-profile brand has tried to deflect attention. The managing director of luxury champagne producer Cristal gave an interview in 2006 in which he was asked about Cristal’s popularity among rappers. “What can we do? We can’t forbid people from buying it,” he said. This spawned an angry reaction from hip-hop stars, including Jay-Z who boycotted the drink. Other acts followed.
In 2004, Burberry stopped production of its trademark tartan baseball cap as the pattern was increasingly sported by football hooligans and working-class youths in the UK, which Burberry said was down to a boom in counterfeit products.
The company has since scaled back its recognisable tartan design to the point where it’s now rarely visible on the outside of products.
Toyota has an ongoing image problem due to the popularity of its trucks with the Taliban and al-Qaeda, prompting the company to point out in 2001 that it didn’t export to Afghanistan: “It is not our proudest piece of product placement. But it shows the Taliban are looking for the same qualities as any other truck-buyer: quality and durability.” Now that’s brand management.
– UNA MULALLY
Address your debs wear issue online
“IT’S A beautiful dress,” said the shop assistant, “and the only one of its kind. I only sell one of each dress to each school.” The year was 2005, the debs was mine: the shop assistant was lying – three other girls wore the same dress.
For today’s debutantes, there is a much wider choice on the internet; auction site eBay.ie says online dress shopping is on the up – with a 68 per cent rise between January and June of this year. Between January and March, purple dresses matching the description of debs or bridesmaid dresses were the most visited items on the site.
Isibeal Fergus got her dress on eBay . She’s going to two debs and wanted something cost-effective. “I knew I wouldn’t find anything I liked in shops, so I tried eBay – that’s where I found a dress,” she says.
Claire Boshel also bought online. “I got one on thecelebritydresses.com – it was $169, and with postage it ended up at €240. It arrived within a week.”
There are some pitfalls of buying online; mainly, will it fit? “I wasn’t worried,” says Fergus. “It had an elasticated waistline, so I knew it’d have a bit of a stretch in it.” But Boshell wasn’t so lucky. “My sister ordered it in the wrong size. I got it altered – it cost more money, but it’s perfect.” And chances are, no one else will be wearing it.
So what should you look for when buying your dress online?
Think fabric. Jerseys and bias-cuts will be more forgiving, while tailored silks will not and need to be tried on.
Size matters. Check what size the model in the photo is wearing to help pick what size you need. Think about where you’re bigger and if the dress will cling. Read the small print before you buy.
Shop around. Just because you’ve found your dream dress doesn’t mean it’s the only one you’ll like; keep looking. Only buy immediately if it’s the last one in your size – and only then if you can return.
Watch the exchange rate. Sterling prices can seem deceptively low until you convert into euro and add postage.
Time out. Allow plenty of time between delivery and debs for alterations.
TOP SITES:
Asos.com – London-based online retailer with a huge selection from €30.
TheOutnet.com – Discounted designer gear. It won’t have every size but has a great range of cuts, colours and lengths.
Littlewoods Ireland – Sells dresses from its own labels and high-street brands. Prices from €20 to €200.
– ROSEMARY MacCABE
