This story was first published on the Optus Business Think Tank on March 25, 2014. Image courtesy of Limedrop.
Established in 2006, independent Melbourne-based fashion label Limedrop creates men’s and womenswear that brings together unique prints and flattering, simple silhouettes. This is complemented by Elle De (their chic lingerie line made solely in black and nude), bright, fun accessories such as floral headbands, and jewellery, which includes crystal, rosewood and cherrywood pieces.
Modern, easy to wear and designed to inspire confidence in those who wear it, Limedrop is stocked in boutiques nationally and internationally, online through selected outlets and their own e-store.
At the helm of the company is its director and designer, the affectionately nicknamed Lady Limedrop, aka 32-year-old Clea Garrick. She explains that while Limedrop uses the usual industry means of promoting themselves – including fashion festivals, runways and international trade fairs to wholesale and market the brand, and editorial representation in magazines and brand partnerships as overseen by their PR agency – digital is also integral to their marketing.
“Social media and online marketing is certainly important. It is how we compete against the big brands. We talk with our customers. We understand their problems and offer them solutions,” says Garrick. “We are very serious about engaging our online audience. Our social media voice is accessible, funny and conversational. Our aim is to talk about things that interest our Limedrop girl. No one likes to be sold at!”
This philosophy is reflected in a well-managed social media presence that includes Facebook, Twitter, Instagram, Pinterest and Vine. Notably, the label currently has close to 5.5k Instagram followers, over 4.5k likes on Facebook and 2.7k followers on Twitter.
“We worked with digital strategists to set up our timeline and have some of the studio team look after this. It is often just an organic process. I think that it is a sixth sense of what to share and what not to. Usually it is what I find interesting or beautiful. I run social media with the same rules as I run my social interactions – with integrity. I wouldn’t say anything negative or hurtful in real life, so I don’t do this in my online life. Usually optimism is key.”
While Limedrop’s offline marketing efforts are polished and aspirational, its online tone is funny and engaging, and aims to offer a lighter, behind-the-scenes view. “I like to keep things varied. On our Instagram, for instance, I will share some recent editorial press, then a project we are working on, then a runway image and a pop-up shop event. Then mix in some interesting designers in art or architecture, plus some rainbows!”
Limedrop’s approach to social media is image led, fun and creative. “We are a very visual brand and love collecting and sharing images. I think that our audience feels part of what we are trying to do and they believe what we believe. It makes for a loyal following.”
Clea’s top tip for businesses on social media: “Think about what you are offering your customer. Are you helping them with their life or adding another annoyance?”