Sabo Skirt is an Australian internet based clothing retailer that has successfully used social media, especially Instagram, to expose their collection and brand to consumers. The owners, Thessy Kouzoukas and Yiota Karalouka, post numerous photos a day of their clothing which is unique and one of a kind (designed by them exclusively for Sabo Skirt) on instagram and frequently update their other social media pages to attract the attention of more potential consumers and current ones.Their designs are a point of difference for Sabo Skirt and they set them apart of other retailers who haven’t yet come up with similar designs or patterns. The use of social media is a key activity and a key channel for Sabo Skirt as it connects customers to the brand and has generated more sales for the company. According to Karalouka, “[before] Instagram, [they] were selling a few dozens items a week compared with now where [they] sell hundreds, or in some weeks in excess of one thousand items”.
In addition to Instagram and Pinterest, Sabo Skirt also broadcasts information to interested individuals by operating a blog. The blog currently has over 5100 members and provides links to other fashion inspired blogs. The blog posts not only showcase the clothes, but also the lives of the individuals behind the blog. This makes the blog more personable and engaging. Like most blogs, there are plenty of photos of fashion items and the clothing been worn and minimal words. The photos give readers some ideas of potential outfits that they can duplicate.
The company is solely online based which limits the customer base to individuals who have credit cards or a way of purchasing the items online. Most, if not all, the revenue that Sabo Skirt generates is through its exclusive online store that does ship internationally. The international shipping, at the expense of the customer, however does increase the target market of Sabo and allows Sabo Skirt to be more competitive as many online retailers do not offer that service.
The following are some of Sabo Skirt’s social media sites:
http://saboskirt.blogspot.com.au/
http://instagram.com/saboskirt/
https://www.facebook.com/SaboSkirt
http://www.pinterest.com/saboskirt/
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