Social media tips from fashion retailer Wardrobe in Essex

Every week we bring you the best social media tactics and tips to help you drive your strategy forwards. We introduce you to real life businesses and organisations in multiple sectors which are growing their business using social media so you can learn from their success and do more of the same.

Nikki Anthony is the owner of Wardrobe, an independent boutique ladies' fashion store in Essex. Nikki's self taught at social media but she's learning fast and seeing results. Here she shares her top social media tips..

Social media tips from Wardobe

Q. When did the business get started on social media?

Nikki founded Wardrobe 15 years ago. But the pandemic has accelerated Nikki's need  to take the store's offering social in order to stay connected to her London and city-living, core demographic.

Nikki has been learning how to do her own social media.  She's been creating videos and her own posts so that she can communicate effectively with her customers. She talks them through her products and latest rails and although she's still learning, her daughter is a tough critic and she's steadily improving and seeing the benefits. She also vets all posts before they go out to make sure they hit the mark.

You can find out more about Wardrobe on Local Rewards.

 

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A post shared by Wardrobe Dunmow (@wardrobedunnow)

Q. What is the biggest benefit you see from your social media presence?

As well as staying connected to her customers who have not been physically able to shop, social media has enabled Nikki to connect to the other businesses on her High Street. She gets inspiration for her content from social media and the TV, but looks to source her social media and window display props from other local businesses. She makes sure she tags in the other businesses so they can benefit from her social media tactics.

“You normally don’t have the time and now we have so much time I get to experiment and try new things. I get ideas from the likes of Lorraine on TV such as the heart balloons I popped in my window for Valentine's Day.  I bought them from a shop in Great Dunmow and used them in my window for anyone walking past and I talked about it on social media to help out the other business. We all help each other here,” says Nikki.

Q. What has been your social media highlight?

Nikki says she is not a natural in front of the camera, though we beg to differ! But she knows it is the best way for people to still get as similar experience as they would in the shop. Wardrobe is renowned for their service, so Nikki has grown in confidence by imagining she's talking directly to her customers in the shop.

The more she records and posts, the more comfortable Nikki becomes. Her customers enjoy seeing her, and are giving her great feedback and social media engagement.

Key takeaway

Video is a powerful way for you to have face-to-face time with customers that you would usually engage with in a physical store environment. Be yourself and imagine you're serving in store as you normally would. Everyone gets camera shy, but as Nikki proves, practice makes perfect.