This week I chose to look at the social media accounts for the Athens clothing store, Tailgate Georgia. The store primarily offers vintage wear University of Georgia apparel. While company does have a few other locations, it is primarily a mom and pop style store.
Originally created as an independent college apparel store, tailgate was recently acquired by American Eagle outfitters. It is interesting to investigate how this national level brand will continue to reach small college communities on the local level. Previously social media accounts aligned with the normal patterns of local business. I believe it will be important for these accounts to continue to reach customers on a more meaningful level the national ad. They are targeting and niche consumer that goes to one specific university. They will have the greatest impact in those individual University towns. After looking into their social media accounts I found an Instagram, Facebook, and Twitter.
I was especially impressed with their Instagram. The company did a wonderful job of balancing all different styles of posts. Whenever major sporting event was going on at the University they were sure to capitalize on it. They offered several promotions through their Instagram account focusing on big game days. In addition they also posted rankings and scores following all different types of games. This provides value-based content that makes the account more worthy to follow. I think this show forethought concerning the posts.
And addition I was incredibly impressed with their Facebook account. There are daily post at the minimum. In addition the page has multiple positive reviews. I think I should really work to capitalize on this and keep pushing their Facebook page.
One area of the brand seems to struggle with is awareness. The storefront of the company is less than ideal. There is very poor sign and store front visibility from the street. I believe tailgate could use social media to combat this negative.
I also believe it could be extremely impactful to use social media to differentiate their product from other university clothing stores. Unfortunately this company is in extremely competitive market. It’s imperative they stand out. Maybe by offering promotional discounts to individuals who follow their social media accounts tailgate could represent a better way to ship UGA apparel.
As a whole though I am very impressed with this brand and think that they could do a few small things to be more successful in Athens community.