Florentyna Dawn is 'the UK's leading stockist of Special Occasion wear and also stocks casual wear, plus sizes and specialises in Mother-of-the-Bride outfits. Florentyna Dawn also stock evening and Ball gowns, boasting an impressive range of sizes from 6 to 40. Furthermore, to match the wonderful clothing, Florentyna Dawn also provide jewellery and a great range of other accessories.

Based in Cheshire but also retailing via their website, this company has made the most of the internet market and online social networking.

Platforms:

Twitter @florentynadawn

Facebook /FlorentynaDawn

Impact:

Followers 7914

Likes 654

Strategy:
 
With the almost eight thousand followers that Florentyna Dawn has amassed on Twitter, it is clear that this is the store's greatest social media platform. Twitter is used to share information with prospective customers about upcoming events in store, as well as external occasions that the company may be participating in, such as bridal fayres. Florentyna Dawn also utilise Twitter to network with other bridal forums, local businesses and charities to create a community. Most recently they have consistently been retweeting @AmeriCamp 's information about their 'virtual fair'  plus some excellent opportunities for students to work in the USA during summer. Although this may seem unrelated to the products sold by Florentyna Dawn, this fits well with the demographic of their customers, this information is potentially relevant to pass on to their children or grandchildren.

The Florentyna Dawn Facebook page is linked with their Twitter account and consequently a lot of the tweets seen on Twitter are also available on Facebook. As such these two forums serve similar purposes. However, as Facebook updates are not limited to 140 characters it is utilised to get across longer and seemingly more personal messages to the company's customers.

As with many other stores and brands, Twitter is a more immediate and direct form of communication between the store and customers, but also potentially fleeting. As such Facebook needs to be a priority for all retail business. The information available to customers can be more detailed and more easily located over time, to enhance the potential for future customers.

The development of a Blog, either on the main website or by using another blogging platform, may further enhance the presence of Florentyna Dawn on the internet and consequently increase their customer base.

 
Words by Lorna Greville, images courtesy of Florentyna Dawn. 

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