I was reading this Shopify article – “How to Build a Multi-Million Dollar Ecommerce Business With $0 Marketing Budget”. While I enjoyed reading the article, and I love Blackmilkclothing as a brand for many obvious reasons, I found the title of the article to be somewhat misleading. I find it misleading because of some of the contradictory statements of James Lillis in the article, Founder of Black Milk Clothing.
“Parker travels the world for an annual tour in which the company facilitates meetups for its fan base so they can talk and rave about Black Milk Clothing in person.”
“We’ve got about 80 private Facebook groups around the world and that’s all by geographic location or special hobbies and interests.”
“The whole growth has been purely organic word-of-mouth, building, I guess, a tribe of followers that basically run around the world promoting the product.”