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.
The
pub-designed posters feature the shirts and a “SmileCode” that consumers can scan with their mobile devices to access the
Cutstore in the Amazon app. Customers can buy the shirts in
real time.
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“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.
Each week a new shirt is added to the
collection, featuring viral headlines and timely phrases, “allowing the Cutto respond instantly to the latest news and memes,” according to the brand.
The line now includes
50 shirts. Examples of phrases on the shirts include: “My Other Shirt Is a Turtleneck,” “Criticism Never Sleeps” and “What Do Jared and Ivanka Do All Day?”
“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.