Hoping to get the same kind of results the dairy industry has reaped from its collaborative “Got Milk?” ad campaign, an alliance is being formed by clothing retailers and manufacturers of tailored men's wear to raise $20 million for a similar venture. The ad campaign would hopefully resurrect the business suit, which is becoming the endangered species in today's corporate jungle.
The industry is fighting a 10-year-old “casual wear” trend that has gradually dressed down America's businessmen. “Casual Fridays” became part of the corporate culture in the early 90s, but it didn't stop there. Many companies allowed it spread to the rest of the working week – hurting the manufacturers and retailers of tailored business attire.
To fight back, key executives from noted apparel suppliers – including The Men's Warehouse, Hartmarx, Peerless International and Marzotto USA – have met to plan fundraising for the national ad campaign. The movement has reportedly received pledges totaling $5 million already, but threatens to scrap the initiative if the complete $20 million goal cannot be raised. The alliance is hoping to garner the support of some of the nation's heavy-hitting retailers, including Federated, Brooks Brothers and JCPenney.
All eyes will be on the corporate style Thursday, September 21, when “Dress Up Thursday” kicks off with its first counter-culture dress up day. The group (independent from the menswear alliance) began making headlines earlier this year, and has been meeting with influential executives from various companies to raise consciousness on the issue.