Charles River Apparel Embracing Social Networking

— April 01, 2009

Active wear apparel manufacturer Charles River Apparel recently launched its own social networking campaign to increase discussion about its products online and reach more customers.

The company has established a presence on Twitter and LinkedIn and built a corporate blog at

"The rules of sales and marketing are very different these days. Blogs and other social networking sites are where you need to be to get the latest feedback on your company and products," commented Vanessa Keefe, director of marketing for Charles River Apparel.

With the corporate blog, Charles River Apparel says it will be able to actively hear from end consumers about their active wear styles and color choices. The company says the strategy is especially important as it sells merchandise through a nationwide network of 13,000 distributors and at retail locations, including college bookstores.

The company says it typically receives feedback anecdotally but expects the blog and social networking sites to enable it to gain instant feedback on color choices and the styling of their apparel.

"While email is great for getting feedback, a blog lets everyone see the responses and helps foster a discussion within an online community. With our president, vice president of production and fashion designer all posting to our blog, we will have a lot of timely fashion information for discussion and it allows the consumers direct access to our experts," says Keefe.

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