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Article: Suit maker's ad effort gives apparel attitude; Hart Schaffner & Marx makes sense of dress codes.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- September 25, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Hartmarx Corp. will redefine "suitable attire" for the new economy in an expanded fall 2000 effort for its Hart Schaffner & Marx tailored clothing line.
The apparel company will aim at a younger crowd with humorous print ads and will target corporations struggling with more relaxed dress codes via a direct-mail effort. The campaign, created in-house, will break with an 18-page special advertising section in the October issue of Esquire and ads in The Wall Street Journal starting the week of Oct. 2. The tongue-in-cheek ads are a marked departure from previous efforts for the brand, said Jerry Marxhausen, senior VP.
`OLD AND TIRED'
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