(Filed Under wholesale Lingerie News). Twitter.com, a real-time short messaging service that works over multiple networks and devices, may have started out as a way for friends to stay in touch, but many companies have quickly seen the advantages of having an account, and have begun using it as a social media marketing tool.

Lingerie company Dreamgirl joined the network late March and now boasts a following of 453 people. “That’s a little over 100 followers joining per week,” said Lar Hovsepian, marketing manager at the company. “This is a great way for us to market the brand not only to retailers, but also directly to consumers who are in the know or who seek to be in the know.”

Through Twitter, Dreamgirl posts “tweets” (messages) to communicate everything from retailer promotions to updates from the company. “We are in the process of casting and I simply send out a tweet to the followers to get the word out,” said Hovsepian. “Additionally, I help promote retailers’ sites who carry our products, as I want everyone selling the Dreamgirl brand to benefit from this form of social networking.”

Social networking websites such as Facebook.com and MySpace.com have also been used as a marketing tool by the company.

“I would like to have Facebook be an interactive forum where lots of our retailers, consumers and colleagues can get involved,” said Hovsepian. “MySpace is a great place to post ‘As Seen In’ photos and videos and attract great talent. And Twitter’s a great way to offer customers direct links to where they can purchase relevant Dreamgirl items.”

“Every industry has embarked on this journey and the lingerie industry is slowly starting to trickle its way in through these media as well,” said Hovsepian.

Through Twitter, Hovsepian hopes to “help expose the name ‘Dreamgirl’ as a leading contemporary lingerie and costume manufacturer to our customers directly, and also to re-tweet posts about our retailers’ specials.”

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Published 04-28-2009 by Bruna Fernandes