West Texas Western Wear Case Study

Prepared byGretchen Henley

Ashley Hale

"Head to toe Western Wear. Hat creasin' and boot fittin' since 1973!"

Mission“Our mission is to treat each customer as if they were a friend and to assure them with the best quality western clothing. We strive to give the best customer service as well as an enjoyable experience every time they walk in our door. We hope to see yall soon!”

Background & Stakeholders“Hat creasin’ and boot fittin’ since 1973.”

• Buel and Sandy Martin started the store in 1973.

• Terry and Warrnetta Martin – Amarillo Store• Tracy and Beverly Martin – Canyon Store

West Texas Western Store Facts• West Texas Western Store is locally owned.• Target market and customer base is an older generation.• Family owned business.• Supportive of WT students, veterans, and active military personnel.

Marketing with New Media“With such an increase in social media we knew we needed to keep up with the changes.”

Website – westernhats.com-brings most clientel.

Facebook page-steady traffic on site.

Instagram account-New and not frequently utilized.

Measurement of New Media• Website - measured by page views.

• Facebook – look at followers and provide coupon opportunities.

• Instagram – “still in the works.”

• Beverly Martin – in charge of new media monitoring.

Strengths throughout business• “The hats are what we market the most. Both owners are expert hat

shapers.”

• “Hats are what started it (the store) and that’s what we are most known for.”

Bibliography

• Martin, Terry & Warnetta (5/27/2015) Personal Interview.