For The Simmons Jewelry Company (SJC) Black Friday Retail Marketing Program, female Brand Ambassadors were deployed wearing the Simmons Jewelry product and T-Shirt TV®, Black Friday, through Thanksgiving weekend. Teams were positioned in Macy’s Jewelry and Fashion departments. Shoppers were encouraged to touch and look closely at the jewelry. Allowing hands-on interaction with the brand. The team was wearing various pieces, while a Simmons Jewelry commercial was informing consumers about the line and its founders. The store was ultra busy on the holiday weekend and the Brand Ambassadors main job was helping the SJC cases stand out above the crowd. The team stopped consumers in their tracks and the targeted the Simmons market, positioning in urban apparel was a great way to seize shopper traffic and send them to the jewelry department. To make it extra special the rear of the shirt was branded with a Simmons Jewelry Company logo made of Swarovski Crystal. The bling was classy, yet stood out and shined keeping in line with the brand image.
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