November 6, 2014
By: Corina Rolko @corinarolko
Athens is widely known for being home to Ohio University and its popular annual festivals, but many are finding that the gorgeous brick streets also boast modern and unique fashion boutiques. Uptown Athens has a wide array of shops, but a few have boosted their popularity through a strong social media presence.
Figleaf Boutique, a women’s clothing store on North Court Street, has a fan base of almost 4,500 people who view their daily posts. The shop mixes media with photos, look books and simple sale announcements to entice customers to stop in and shop their regularly changing selection. To engage with customers, they also host giveaway contests on their Instagram, Facebook and Twitter – creating a fun and fashionable environment online.
Just up the street from Figleaf, Artifacts Gallery uses colorful graphics, enthusiastic tones and infuses humor into their social media. Their Facebook page has over 600 fans and their photo-driven approach engages customers and brings them into the story. They also have a Twitter account where they showcase photos and important sale information.
Kismet, a newcomer to the Athens fashion scene, is a women’s and men’s clothing, accessory and home goods boutique located on West Union Street. Kismet has taken off on social media with Facebook, Twitter, Tumblr and Instagram accounts that are constantly engaged with customers. Their Twitter page has a following of almost 500, and they consistently post links to their blog where readers can learn about the newest trends and see new pieces in the store. Their Instagram account shows pictures of pieces to draw in customers and promotes contests that give followers chances to win gift cards or unique items from the store. The different platforms could easily become overwhelming, but instead of posting the same information and photos, they work together to promote events and sales in different and innovative ways. For a sidewalk sale in April, their Facebook account ran an announcement in the morning, while their Twitter account posted a photo of the set up and the Instagram account posted a photo of new bracelets that were available for purchase.
In a town where the target market is college students attached to their smart phones, fashion boutiques have to be smart in using social media if they want a free and effective way to bring in new and returning customers. While the fashion selection in Athens continues to grow and expand, its certain that the social media presence of each business will become more and more important in marketing efforts.