#25 From customers to community: How a niche brand built loyalty - a podcast by National Retail Federation

CEO Bobby Farahi’s NSFW rebelliousness shines through when he talks about Dolls Kill, the alternative fashion brand he co-founded with his wife, former DJ Shoddy Lynn. The cult-brand has fans so loyal that they camped out for the company’s first store opening. Farahi shares three strategies that worked for the brand when it comes to developing customer loyalty, and at our request, kept the conversation G-rated.

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