Jason invited Kenny Haisfield, founder of Kenny Flowers onto the show to delve deep into the philosophy of creating high quality apparel with an authentic story and coherent lifestyle focus. Together, they go behind Kenny’s founding story of recreating his father’s vintage Hawaiian shirt to what it means to grow a lifestyle business year over year, how to make room for emotional investment in the brand, and why quality allows businesses to level up alongside their customers to create a lifelong relationship.
In this episode of Ecommerce Building Blocks, Jason talks with Kenny Haisfield about not just the origin story of Kenny Flowers, but how his company has evolved over the last seven years. It started with one shirt, but what was the timeline from the initial idea to where the company is now, with multiple verticals. And what was the focus on each year of that journey? Kenny attributes much of his success to being very clear not just on what he wanted to make but the reason why he wanted to make this product. He believes that focusing on every aspect of a customer’s experience of a product is the definition of both quality and of what it truly means to make a lifestyle brand. If a customer feels that something was created with them in mind, they will have a genuine experience with the product. This leads Jason and Kenny to talk about the marketing approaches Kenny’s company has taken which are designed to create a specific mentality and feeling that a customer can take with them wherever they go. This aligns back to the quality that Kenny wants to educate his customers about so that they can see that this lifestyle is more than just aspirational marketing and is about enjoying time spent with his products.
Kenny’s business: kennyflowers.com
Kenny’s instagram: https://www.instagram.com/kennyhaisfield
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