Are you a fan of flannel? Today we meet Chris Vallely, Senior Brand Manager of the clothing company Dixxon Flannel.
Dixxon started in 2013, with the aim of producing quality flannel shirts that are comfortable, stylish, and durable. Founder Danny Dreyer is an ex-Harley Davidson mechanic, and his vision was inspired by the rugged needs of motorcycle riders everywhere.
Flash forward to 2020, and what was once a niche company has expanded to include women’s and children’s lines and various other apparel items. While still catered towards active, fast-paced people with a passion for things like cars and bikes, the company has shifted to an even broader customer base by focusing on building a community through branding, social media, and word-of-mouth.
Organic social media engagement has played a large part in Dixxon’s success—allowing customers to spread the word about their latest products organically. Because of this success, paid marketing spend has largely shifted, and Chris dives into this impact on their marketing stack—including how Dixxon prioritizes and utilizes email marketing.
“The secret sauce is a mad rush of limited-edition releases, constant design innovations, and the regular release of new products,” Chris says.
Want to know more about Dixxon Flannel’s journey? Read up on how they outgrew Mailchimp and earned over $60K in just two months.