Basically if you want to stick a designer where it hurts (i.e. the walletbook), you send their products to where it can garner the most attention in the least attractive light. And today, that "least attractive light" is a trainwreck named Nicole "Snooki" Polizzi.
The Jersey Shore reality "star" has been receiving designer bags but the thing is, the bags are not from the actual purse makers. So, who would be sending Snooki $900 Gucci bags, you ask? Well, it would seem that their competitors are sending her the bags. Bag makers are allegedly giving their competition's products to Snooki so that it brings its label a bad name.
Simon Doonan, Barney's creative designer says it's a new kind of counter-branding technique. "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… Soon she will be able buy her own Birkin, thereby precipitating a mass Jonestown suicide over at Maison Hermes."
Makes sense to me: trash begets trash. And it's not like the people who are able to afford $900 Gucci bags will be taking fashion advice from the likes of Snooki.
Source: nypost.com, observer.com