The Tailored Apparel, Jewelry & Accessories Council, New York, next month will launch a three-year, $15 million effort to promote a more formal dress code among baby boomers and Generation Xers. Tagged "It's time to get dressed," the effort will break with point-of-purchase displays, a Web site and sweepstakes this year, followed by outdoor in 2000. A print and TV effort will break in 2001. Transfusion, New York, handles. Bill D'Arienzo, executive director of the International Association of Clothing Designers & Executives, said "it's an attempt to re-establish that dressing up is fun," and only partly a reaction to the rise in casual Fridays at workplaces. The council was formed last December by the IACDE, Fashion Association, American Apparel Manufacturers Association and other trade groups.
Copyright March 1999, Crain Communications Inc.