The first ever garment with its price pegged to the Nasdaq Index, The Index Shirt is where the worlds of fashion and finance collide.
In a global recession, premium men’s shirt brand Eton wanted to expand in a highly competitive market: New York City. But how do you sell white shirts to Wall Street types with wardrobes filled with only white shirts when the market is bleeding? By turning the economic downturn into an opportunity.
The world’s first shirt with its price pegged to the Nasdaq Index.
A unique e-comm experience was created by feeding The Nasdaq Index into the bespoke pricing algorithm enabling a fluctuating shirt price in real time.
For a thrilling shopping moment, data from the Index Shirt site was fed into an ad display system showing customers how the shirt's price fluctuated in real-time.
Campaign identity
The campaign logotype and custom-made typeface drew inspiration from the Index Shirt’s embroidery details, creating a strong connection to the product while giving a unique voice to the campaign.
The shirt features embroidered symbols of the bull and the bear, well-known symbols of optimism and pessimism of the stock market highs and lows.
Packaging design
98.4%
Increase in organic new user traffic
42%
Increase in new customer acquisition
during campaign period
137M
PR-reach
100%
Increase in brand search queries
“Fashion has a powerful impact on the global economy – here is the shirt whose price varies according to the performance of the Stock Market”
"If the Market Goes Down, So Does the Price of Eton’s New Index Shirt"
“This Shirt’s Price Is Pegged to the Nasdaq Index”
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