Client Business Objective

  • Bring a limited-edition T-shirt design to market in support of annual cause donation program, Jones New York In The Classroom, a non-profit organization supporting teachers and children’s education.

Context/Challenge

  • Limited-edition tee is retailed exclusively at Macy’s and www.macys.com for a limited time each year and has sold-out for the last 3 years in a row.
  • 100% of the profits from the T-shirt sales are donated to Jones New York In The Classroom.

Marketing Approach & Solution

  • Jones New York commissioned designer, Sujean Rim, to develop the custom artwork design for the current annual charity tee.
  • Mercury sourced T-shirt production ensuring integrity of the custom artwork was maintained at a high quality as part of the printing process.
  • Mercury coordinated fulfillment of the finished product to the retailers which consisted of putting the tees on hangers, swift-tacking the hangtags, polybagging and bar-coding for ready sale.

Results

  • Limited Edition tee continues to be an annual promotion Mercury manages in support of Jones New York cause donation initiatives.
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