The American West has inspired many idioms over the years, including 'you can bet the ranch' and 'grab the bull by the horns.' This latter phrase holds a special significance for Tecovas, a decade-old boot and western-style retailer. Instead of relying on a single revenue team, Tecovas empowers all its departments to contribute to revenue generation, from marketing to corporate finance. Krista Dalton, Tecovas' CMO, emphasizes that the marketing team must view itself as part of the larger company structure, aligning closely with finance to ensure cohesion in pursuing revenue goals.
Tecovas has cleverly utilized platforms like TikTok to enhance brand recognition. Collaborating with influencers nationwide, the brand has effectively garnered millions of views on promotional content. Additionally, its partnership with the TV show Yellowstone has driven significant traffic to its website, with a spike following targeted advertising during the show's fifth season. This strategic branding has led Tecovas to shift from a direct-to-consumer (DTC) model to expanding brick-and-mortar locations in both traditional hubs and nontraditional markets, signaling aggressive growth ambitions amidst a booming western wear trend.
Despite the current popularity of western fashion, Dalton clarifies that Tecovas' retail strategy is not solely driven by trends. Instead, the company relies on extensive data analysis to inform its growth decisions, ensuring that it meets the demands of its core audience without alienating them. By opening stores, Tecovas aims to create a symbiotic relationship between physical and online shopping, which they believe ultimately benefits the customer experience and enhances overall sales performance.