I learned about Black Milk Clothing when I first moved to Brisbane. I heard people talking about the brand as a bit of an internet phenomenon and then overheard girls recommending the brand to each other, in of all places, a night club toilet. Now, if your brand is being talked about in the loos you can pat yourself on the back for having achieved an important milestone.
From their design studio in Fortitude Valley, Black Milk Clothing manufacture some of the coolest leggings and swimsuits around. But it wasn’t just the awesome stuff they are selling that grabbed me when I visited their website www.blackmilkclothing.com. After selecting a clothing item to look at up close, you also get access to Facebook and Instagram pics of Black Milk fans (or Sharkies as they like to be referred to) from all over the world, having styling themselves in that very same piece.
Having a ‘social mirror’ like this works beautifully when you can’t try on clothing to see how it will look, but it also gives you an instant feeling of connection. Not only to other consumers with like-minded tastes, but to the brand itself who are enabling it to happen.
A lot of other fashion brands engage with consumers by inviting comment, holding competitions and giving updates. All of which is great but it’s the added visual interaction between consumers, so critical to fashion, that gives Black Milk Clothing an engaging edge in this category.
Having a ‘social mirror’ like this works beautifully when you can’t try on clothing to see how it will look, but it also gives you an instant feeling of connection. Not only to other consumers with like-minded tastes, but to the brand itself who are enabling it to happen.
A lot of other fashion brands engage with consumers by inviting comment, holding competitions and giving updates. All of which is great but it’s the added visual interaction between consumers, so critical to fashion, that gives Black Milk Clothing an engaging edge in this category.
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