Social Media Spotlight: The Collective Clothing Company

8 Jun

Progressive Media Concepts - Social Media MarketingFor today’s Social Media Spotlight, we will be featuring The Collective Clothing Company. Founded by Luke Schulze in 2008, The Collective is a lifestyle brand that sells a variety of apparel. From tank tops to hoodies, the clothing line features original designs, which are all selected by Luke himself. The Collective has used interesting marketing tactics in the past, including a pop up shop on Boston’s famous Newbury Street. We were fortunate enough to speak to Luke about the social media strategy behind his streetwear, skateboard and snowboard focused clothing company. Here’s what he had to say…

Which social media platforms do you currently use?

L: We currently have a Facebook fan page and a Twitter account. We have a MySpace page but we haven’t felt the need to sign in/check it and we basically leave it there as a link to our website, Facebook and Twitter accounts.

What value, if any, has social media provided for your business?

L: The main value that I perceive is being consistently visible in the eyes of our customers and being able to answer their questions quickly and personally. The main value I am looking to gain in the future is to utilize the strong connections on the social media sites to drive sales traffic on our website.

Which social media platform works best for your business?

L: Facebook currently works the best for our business, as our customers are primarily connected using that platform and not Twitter. I also think that Facebook is a more mature platform than Twitter. There is currently more to gain from the user experience and more that can be expressed from the business’s point of view.

How has social media impacted your business in terms of marketing and sales?

L: As far as a concrete number, I don’t have any specifics yet. We’re still trying to expand our social media reach and gain the important fans and followers that are really responsive to the content we put out. We’ve been more focused on the content and conversation so far rather than trying to analyze where the traffic is moving specifically. In the future we hope to see a direct connection with updates/tweets and sales/awareness, and I think we will once we gain more of those all important “super fans and followers.”

Do you have any advice for companies who are on the fence about social media?

L: My advice would be to look at your industry and look at companies, people, brands, etc. who you compare to or aspire to be and see how they are using social media. If you decide it’s for you then create a consistent image throughout the spectrum of sites, and most importantly keep them updated and the conversation flowing with the fans and followers. I believe that social media is so ubiquitous in this day and age with smartphone access that almost any business can benefit from it. Look around and see what your customers currently use, start slow and understand that just like any part of a business, it’s generally not going to explode or increase sales 1000% immediately. You need to give it time and see where it takes you.

Is there any social media strategy that you would like to improve or do differently?

L: Like I mentioned above, we’re trying to figure out the best way to convert traffic from the social sites into sales on our website. Along with that, we’re trying to figure out which time is the best to post for the most exposure and what content gets the most attention from our fan base. We’re also trying to create a lot of video content in the future. There is just so much clutter on the Internet that I believe creating intriguing and focused video content is important to gain and keep people’s attention.

Luke is doing a great job with his social media initiatives. He understands the importance of creating a conversation around his brand, and how social media should not strictly be used for the purpose of driving sales. Luke also understands how vital it is to see which platforms his customers are currently using the most, and which networks would be the best channels to reach them through. To get an even better idea of his lifestyle marketing strategy, check out The Collective Co. blog!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: