Eton Shirts: Eton – The Index Shirt

Ylva Lindberg, Jakob Norrby

Eton Shirts, a Swedish consumer durables company, increased its reach to customers and sales in the US by selling a shirt that fluctuates with market prices.

Campaign details

Brand: Eton Shirts Brand owner: Eton Shirts Entrant company: Valtech RADONMarket: United States Sector: Clothing, apparel Media channels: Public relations, Online display, Search marketing, Online video, Social media, Word of mouth, Influencers, KOLs, Email marketing, Mobile & appsBudget: Up to 500k

Executive summary

In a global recession, premium men’s shirt brand Eton Shirts wanted to boost their E-commerce sales in the US market. But how do you sell white shirts to Wall Street types with wardrobes filled with only white shirts when the market...

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