The concept: Online wardrobe advice for men
The technology: Java Script; Scrolling Window Database
The scoop: Fashion advice, once limited to a call to a sibling or best friend, has gone high tech on this Dockers' online fashion and lifestyle guide. Start by lining up style on a scale ranging from Laid Back, Tuned-In or Dressed Up. Then select one of 15 occasions, ranging from a first date to a wedding to a job interview. Windows display a model wearing various fashions that fit the fashion bill.
The look can be printed out and brought to a store for purchase. Added tips on how to use accessories to enhance the outfit also are available.
The site also includes The Big Picture, a monthly survey with irreverent questions on topics such as movies, music and dating. A bonus: In Lehman's Terms, a feature on pro golfer Tom Lehman who shares game-playing secrets.
The campaign builds on Dockers longstanding effort to bring casual dress to the workplace.
Where to find it: www.dockers.com
Agency: Northern Lights Interactive, a division of True North
Copyright October 1997, Crain Communications Inc.