The Fresh Yard
One of the businesses I chose was The Fresh Yard. It is a local street wear brand that's independent and boutique setting. They are based out of San Diego and started small by selling exclusively upcoming brands of street wear, to now becoming a lifestyle. The culture of hip-hop music plays a major factor for this business. Instagram, Twitter, and Facebook are what they are using to drive sales. The Fresh Yard aka FY has a link on their social media page to access their website. Once you're on there they provide a free subscription to exclusive offers and promotions. Six days ago, was when they last posted and prior to that was a month ago. The date on the last post was August 12th on Instagram and August 6th for both Facebook and Twitter. Weekly to monthly this company adds a new post. Since they've been open, they have 1,082 posts on Instagram with 11.6k followers. Twitter 22.4k followers and Facebook 1,675 likes.
The Fresh Yard communicates by word of mouth. Social media is just an add on to get more business. You're either are in the know of the brand and follow fashion trends or a walk-in customer that becomes a loyal client. As a consumer of theirs, they aim for in person shopping experience. I for one own a few apparels from them and enjoy posting my new pick me ups on social media. Of course, I make sure to give them the proper shout out and referrals to anyone who's interested in a local clothing brand.
Heaven by Marc Jacobs
Heaven is another clothing brand that I picked. It was first launched in September 2020 by Marc Jacobs the icon of American fashion design. Heaven caters to the young adult fashion influencers with a non-binary label for all genders. Internationally known with many of the trendiest artists, Heaven has opened a few stores globally. Instagram is what the company is using to promote their business, but many trendy influencers promote the brand while posting on their own social media platforms. The number of hashtags helps consumers discover the clothing brand. Their Instagram page provides a link that will direct you to their website. The last post they shared was 11 hours ago introducing the fall 2022 collection, September 3, 2022. With 257k followers not that many people know about this brand of Marc Jacobs. You would have to be someone who is familiar with the designer and someone who knows futuristic/grudge trends.
Tre Boutique
With this company social media is just icing on the cake. They have customers who walk in and walk out as frequent clients. Tre Boutique is another word-of-mouth business. A few days ago, I never knew this store existed until I was in the area and saw some cute earrings. After purchasing my item, I was encouraged by the sales associate to post on my personal Instagram and tagging their store.
Lululemon
4. athletic apparel + technical clothing | lululemon
Lululemon is a well-known athletic brand originating from Vancouver, Canada. It's first retail space was in 1998 and in 2000, they had their first own retail store opening in Vancouver. Fast forward three years later, the Santa Monica store launched. That became the first US store to ever debut. Lululemon has 570+ stores in 17 different countries which makes them an and international business, with over 25,000 employees. On their website, it lists Instagram, Twitter, LinkedIn, YouTube, and Facebook as a way to stay connected to buyers. Posting daily on Instagram mostly with new products, fabrics, or colors, Lululemon has 4.2 million followers. 988k followers on twitter and 623k followers on LinkedIn. The last post was three days ago. Lululemon has a great media team. They communicate well using social media by having digital employees that dedicates to online community connections. Every online platform you can think of, Lululemon is on it.
NIKE
My last company I chose was no other than Nike. It was founded as Blue Ribbon Sports in 1964 by Bill Bowerman who was a track and field coach at the University of Oregon. Along with his student Phil Knight. It opened it's first retail store in 1966 and debuted their first Nike shoe in 1983. To this day Nike, INC consists of the Nike brand, Jordan, and Converse. Nike is a global company employing 74,500 members internationally as of May 2020. Twitter, Facebook, YouTube, and Instagram are links on their website to get information on the brand.Twitter and Instagram are the two main social platforms that they use to stay connected to consumers. 235 million followers on Instagram and 9.3 million on Twitter. Posting daily about their sponsored athletes, collaborations, sporting events, advocacy, to sustainability Nike is a brand that's popular in the general society. Love them or hate them, the swoosh is a recognizable logo that represents the business. Social media especially the main two they use, consumers interact well with.
In conclusion, I discovered that Instagram was the main source of promoting the 5 businesses I researched. With the local and small companies, social media is a must in order for them to stay relevant, especially if they're up and coming boutiques. Being consistent with posting on their pages and staying connected will further along the company. As for the nationally well known businesses, all social media platforms is an add on to stay engaged with the consumers digitally. Twitter was also used to communicate with patrons. If there was ever an issue, 3 out of the 5 businesses will respond to fix the situation and correct and missed opportunities. Social media can either make or break a business.
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