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Social Media Case Study: Graham Withers Clothing CompanyDocument Transcript
Maeve EggersDecember 22, 2011Graham Withers Clothing Companyand Social MediaGraham Withers is a Brooklyn-based men’s clothing company specializing in hand-crafted neckties, bowties and pocket squares. In the four years since co-foundersDave Roma and Paul Hanan started the company, they have enjoyed severalsuccesses that Dave attributes largely to social media. “Since developing our onlinepresence, we’ve been getting a lot more press and write-ups from bloggers as wellas wholesale inquiries from retailers.”Graham Withers has an active presence on many platforms and a small, engagedaudience that they are looking to expand.BackgroundDave and Paul started the company in early 2008, initially handmaking ties duringnon-business hours in a whipped cream factory on Long Island. Paul, who works atthe family-owned whipped cream factory, and Dave, who works as a web developerat a NYC ad agency, are longtime skateboarding buddies. Their involvement in theNew York skateboarding community has played a large role in the development ofGraham Withers.Skaters were the duo’s initial market. Graham Withers began by selling their ties tofriends, and later at local markets and events in Brooklyn. Several skaters woreGraham Withers ties in skateboarding videos and people outside of Paul and Dave’scircle started to take notice, leaving comments on video posts and photos askingwhere they could get Graham Withers ties.Once they noticed a growing demand, Dave created a Graham Withers websitewhere people could order merchandise. The website links to the Graham WithersTumblr blog where Dave and Paul post regularly.By 2010, demand for Graham Withers products exceeded the supply Dave and Paulcould produce themselves. They found a NYC manufacturer, an industry veteranwho works with some big names in the men’s fashion industry, to take overproducing their line.Social Media Marketing