Black Milk’s Self-Emergent Community

Source: NYTimes, Apr 2012

For Black Milk, shared styling is at the heart of their popularity, so much that the online store aggregates photos of girls wearing Black Milk leggings from Facebook, Twitter and Instagram through hashtags, allowing shoppers to see others’ takes on any one item. The result of this intimacy with their customers has been exponential growth at the hands (and purses) of a dedicated online fashion community, formed without ever having sold a single piece of advertising.

Black Milk is sold only online, and from conception to sale, they operate entirely from their Australian studios, paying zero attention to the seasons or trends that guide the traditional fashion world.

Mr. Lillis argues that operating solely online has allowed Black Milk to work on its own design, production and distribution schedules, which also allows him and his team to cultivate a relationship with their customers – stylish twenty- and thirty-somethings around the world.

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