New York Media is partnering with Amazon’s print-on-demand platform, Merch by Amazon, to launch a street marketing campaign for its T-shirt line, borne from the magazine’s standalone style site, theCut.
The Cutlaunched a store for the line on Amazon in April. The Merch by Amazon platform gives designers a commission for every item they sell, while Amazon takes care of production, delivery and customer service.
The marketing campaign will run during New York Fashion Week, from September 6 to 13. It features four posters in 40 locations around Lower Manhattan and Williamsburg.
“Customers can shop new designs literally from the streets of New York using the SmileCode, make their purchase in seconds, and receive a shirt within days,” stated Michael Roque, director of Merch by Amazon.
New York Media says it has sold more than 2,600 shirts since April, at $24.99 a pop.
“When we first launched the shirts and started promoting them on our social channels, we didn’t realize we were creating a viral campaign, but we were,” stated theCut president and editor-in-chief Stella Bugbee.