Wednesday, March 12, 2008

Abercrombie & Fitch...Children's Hospital?

In Columbus, Ohio, Nationwide Children’s Hospital, named after Columbus-based Nationwide Insurance in exchange for a donation of $50 million over 10 years, has been considering a name for its new emergency department that is to open in 2012.

The Abercrombie & Fitch Emergency Department and Trauma Center. Catchy, no? I’d say so, for the tune of the $10 million that Abercrombie has pledged for the construction of the center.

I see some problems with this, and it all goes back to what seems to be a theme for some of my posts on this blog: sexualizing young people.

“Abercrombie & Fitch, based in the Columbus suburb of New Albany, has earned a reputation for risqué catalogs and promotional photography featuring scantily clothed models.”

The hospital is not sure if it will include Abercrombie & Fitch’s names on signs anywhere in the hospital yet, but I hope not. I can’t even walk into one of those stores without cringing at the staggering lack of clothes on their models. I think it would be a highly inappropriate move by the hospital. Especially a hospital for children.

I think it’s great that Abercrombie was so generous, but until they find a way to sell clothes without having their models take them off, and they stop targeting teenagers, I do not want to see their name associated outwardly with the place.


JPR said...

I guess I'm just wondering how this all fits into their corporate strategy.... why would you want your corporate name associated with a HOSPITAL? Sends an interesting message: "Buy our stuff and we'll get you hurt!"

Colt said...

Or It could mean "We care."

Anonymous said...

Maybe instead of just being a company that makes a profit from seeling clothes, they are trying to finally give back to the world. Maybe this is their form of charity: providing a place of health care to those who need it.