The marketeer behind Black Milk Clothing‘s cult like following has resigned to take up a new challenge with an expanding homegrown label. Cameron Parker’s new role will see him focus on Sunday Somewhere‘s online presence and increasing brand awareness by building a strong online community, similar to that of Black Milk. Sunday Somewhere has traditionally used a wholesale retail model with stockists through Australia, New Zealand, Asia, Europe, Middle East, Canada, and America,
, but with Parker at the helm, the focus will shift to online and social media.
The Australian business will relocate its head office to London mid-year, where Parker will use his experience with online and pop up stores to build the brand in international markets.
“A big part of me and who I am as a marketer is that brand experience far beyond the product, and building a community around it.
“I can’t wait, for me it’s exciting because I can get my hands dirty again. Black Milk is such a big beast now with over 200 staff and it’s well and truly cemented itself, but for me I’m really keen to get my hands dirty and build something again.
“Obviously this is already an established brand but just in that online and emotional brand experience, that’s something that I love doing and I get to do again and I’m super excited about that.”
Parker has been with the Black Milk Clothing since its inception five years ago, where it was conceived in the kitchen of founder, James Lillis, with nothing but a sewing machine and a $10 pair of tights.
Since then it has amassed a following of more than 1.7 million users across its social media channels.
“My thing has been all about community and brand development, and the business has got to that stage now where it’s time for a new challenge.”
This story first appeared in Inside Retail PREMIUM issue 2035. To subscribe, click here.
