Snooki from MTV's Jersey Shore: The Typhoid Mary of the luxury branding world?


The gifting of celebrities is a high-stakes business.

A dress, shoe, bag or pair of sunglasses worn by the right "it girl" celebrity can bring-in hundreds, thousands, or tens-of thousands of orders from wanna-be consumers. Fashion marketers covet a good celebrity product placement.

But it seems that Snooki, a character from the MTV "reality" show Jersey Shore is not a celebrity many luxury brands want to be associated with.

So, why has the pseudo-celeb been seen sporting un-told numbers of Coach purses and bags on the worn-red carpet circuit?

Well, it seems it wasn't Coach who was sending her those bags.

It was Coach's competitors.

In a highly nasty campaign, competitors are sending Snooki luxury goods hoping she'll be seen wearing them, and HURT the competitor's brand through negative brand association.

It seems that the Jersey Shore gal, and Coach, have been "Snookered"

Simon Doonan in the New York Observer explains it this way:

Call it what you will — "preemptive product placement"? "unbranding"? — either way, it's brilliant, and it makes total sense. As much as one might adore Miss Snickerdoodle, her ability to inspire dress-alikes among her fans is questionable. The bottom line? Nobody in fashion wants to co-brand with Snooki.

Hat-tip: @chasnote

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