Posts Tagged ‘Handbag war’

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Want free purses? Get Famous & Act like Snooki

August 26, 2010

Snooki and her Coach PurseUnbranding – (v) A brand’s activities stemming from a desire to not be associated with a specific person or celebrity.

This definition – that we just made up – is coming into play in a big way when it comes to our favorite pint-sized guidette, Snooki.

The New York Observer is reporting that Coach and many other handbag brands are engaging in a duplicitous practice of trying to associate their competitors with the Jersey Shore star. In Season One and supporting appearances last year, Snooki went everywhere with her Coach purse. Now, it seems that she has a new handbag every other week.

And while the JS darling is making bank with each new episode – The Situation stands to make $5 mil. this year, so we assume she’s somewhere in that price range as well – she doesn’t seem like the kind of person who would go on a hand bag shopping spree when there are things like rhinestone covered sunglasses to be had.

So where is she getting all of them? Why, they’re free, of course!

Rumor has it that Coach didn’t want to become synonymous with anyone on Jersey Shore, so they sent Snooki a free handbag from a competitor. Once she started taking that one out, the competitor sent her a free bag from a DIFFERENT competitor, and so on.

It’s a vicious cycle, and one in which Snooki wins immensely as the brands try to out do the others and make them lose.

At the same time, though, it’s kind of mean. Snooki is reviled enough by these brands thtat they don’t even want her to be seen carrying one of their bags?

Now, we love Coach (we sold our soul the first time we purchased a clutch and it’s been downhill ever since) and we love Jersey Shore. But we weren’t carrying our Coach purse just because Snooki was. And if we hated Jersey Shore, we wouldn’t be putting our Coach clutches away just because Snooki is carrying one around.

So really, Coach, we know you want to be perceived as a luxury brand, but Snooki doesn’t deplete that luxury. Hell, I bet most people weren’t even looking at her purse as they watched her chase gorillas or get punched in the face.

So, Snooki, clean up and take these “brands” for all they’re worth! Work it!