Your brand isn’t cool until you have an emergency room named after it.
Ohio-based clothier Abercrombie & Fitch may be on to something here.
The company has given so much cash to Ohio State University’s Wexner Medical Center that the hospital wants to name its emergency room the Abercrombie & Fitch Emergency Department
It could work for their competitors. Imagine the Forever 21 Plastic Surgery Facility. Or the Gap Center for Proctology.
The Ohio State Board of Trustees plans to vote later this week on whether to allow the name. Medical center spokesman Bob Mackle explained it thusly in a statement:
“As a nonprofit health system, we value and recognize the benefits of philanthropic support to our endeavors to improve health care in our community.”
This won’t be A&F’s first venture into hospital naming. Nationwide Children’s hospital named its emergency room after the company last year despite some naysaying from those fun haters at Campaign for a Commercial-Free Childhood.
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Perhaps the move is an attempt for A&F to distance itself from some bad press
back in the spring about what it does with damaged clothing.
No word on whether the company’s affinity for shirtlessness
will create any new wardrobe options for its doctors.