The Index Shirt
The first-ever garment with its price pegged to the Nasdaq Index. Winner of Cannes Lions Bronze Award 2023
- Marketing Creativity & Performance
- Enterprise Transformation
Get to know ETON
Established in 1928 in Gånghester, Sweden, ETON is a market-leading luxury menswear retailer combining traditional craftsmanship with contemporary style. The ETON philosophy revolves around creating garments of unparalleled elegance and sophistication, while also prioritizing innovation to its clients' individual needs and personal identities.
The world’s first shirt with its price pegged to the Nasdaq Index.
In a groundbreaking move that brought together the worlds of fashion and finance, ETON introduced the world's first shirt with its price pegged to the Nasdaq Index. This unique e-commerce experience was created by integrating the Nasdaq Index into a bespoke pricing algorithm, resulting in a fluctuating shirt price in real-time.
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.
We created The Index Shirt – a unique e-commerce solution that fed the Nasdaq index into the pricing model of a limited edition shirt. This first-ever idea triggered this hard-to-reach audience to engage with the brand, and to strike when the price was right.
To add more excitement to the shopping experience, data from the Index Shirt site was fed into a dynamic ad display system showing customers how the shirt's price fluctuated 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.
Custom-made Logotype and Typeface
To capture the legacy and timeless design of the Eton brand's DNA, we crafted a unique custom-made logotype and typeface inspired by the embroidery details of the Index Shirt. This bespoke design not only established a strong connection to the product but also gave a distinctive voice to the campaign, further enhancing Eton's brand identity.
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.
The Index Shirt exemplifies ETON's commitment to innovation and excellence - pioneering creative commerce experiences to build lasting customer relationships.
Increase in organic new user traffic
Increase in new customer acquisition during campaign period
Increase in brand search queries