Indie South’s Facebook Strategy

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Indie South’s Facebook Strategy

As a college student who enjoys shopping on a budget, I’m always looking for new local opportunities to buy clothes for a good deal. Luckily, in Athens there are plenty of local boutiques and shops to be found. However, I find issues with many of these shops. They often sell extremely similar clothing for roughly the same price and are all located in close proximity to each other. Despite my personal issues, these shops are quite popular due to their convenient location and foot traffic for students who walk by these brick and mortar stores many times per week. But as I mentioned, I enjoy a good deal, not convenience, which is how I came across the creative, handmade vintage boutique called Indie South on Prince Avenue. 

Indie South, as defined on their website, is a “traveling curated market that brings together artists, designers, and creative entrepreneurs to showcase their work in a festive atmosphere that includes music, artisanal food and drink, kids craft activities, photo booths and fun times”. Although they are a traveling market, their brick and mortar home base is located right here in Athens, GA. I surprisingly came across this store from a Facebook event that had been shared by a few of my Facebook friends. It was perfect because I didn’t need to actively seek out this store, but rather it found me through the use of social media. The event was a semi-annual “Clothing Swap”, which basically meant that if you bring gently used clothing, you can take home whatever gently used clothing you found at this swap.

Facebook is the reason that I came across a brand new store that I had never even heard of. It’s even more interesting that none of the friends that shared this original post even went to the event, they had merely just clicked “Interested”. It required minimal effort on Indie South’s behalf to find new loyal customers (me!). They literally only needed to create an appealing, concise, and detailed event on Facebook, which would then promote itself through the process of the large majority that were simply only “Interested”. In researching more on this topic, I found that a survey from Curalate reflected that 78% of respondents between the ages of 18-34 had discovered a new retail product on Facebook that they were interested in buying in the past three months. 

Indie South was able to create a compelling reason to bring new customers like myself into their store. This is important, specifically to a price sensitive consumer like myself, because once I arrived to the store, I noticed that majority of their products were far out of my price range. I originally would have been deterred from a store like this, but they created an avenue and event to target price sensitive customers like myself with very little, if any, costs attached. Now, although I don’t always intend to buy anything from their store, I do attend the many outdoor markets that they host, and enjoy being involved with a clothing store in Athens that constantly offers a unique and diverse selection from local fashion vendors. 


Jake Glickman

Jake Glickman

January 18, 2018at 1:32 pm


I really enjoyed reading your blog. I think you made an excellent point at how Indie South was able to draw in new customers through a unique outdoor event. I too, would not usually visit a store like Indie South, but that event seemed like a great way to explore the store. I think it is very important for places like Indie South to be able to find new and innovate ways to differentiate themselves from the competition in Athens. I look forward to reading more of your work in the future!

Kaitlyn Hemstreet

Kaitlyn Hemstreet

January 23, 2018at 9:49 am

I think this blog was really interesting. It really shows the power of social media and how you can increase your brand awareness by doing different things on social. In this example it is creating an event instead of just posting a picture. Great job!

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