We were lucky to catch up with Kevin Wohlman recently and have shared our conversation below.

Kevin, thanks for taking the time to share your stories with us today. What do you think it takes to be successful?

In today’s online business environment there are new direct-to-consumer companies constantly popping up in every niche. Starting a DTC business these days does not require the same amount of capital as it used to and the barriers to entry are nearly non-existent. The problem with this is that most new and “up-and-coming” brands focus on the wrong things. They focus on creating high-quality content and implementing a great top of funnel marketing strategy, but they neglect the quality and consistency of their product. This strategy may allow for some great short-term wins, but the business will never be sustainable as your customer retention and repeat purchase rates will be far too low to be successful long-term. I always tell new entrepreneurs, whether in the product or service industry, that the product should always come first. In order to be successful these days, your customer loyalty and retention is paramount. Even if you have a killer top of funnel marketing strategy and are acquiring customers at a low cost, without that repeat business you’re dead in the water. Your cashflow will never be sustainable if you continuously have to rely on top of funnel success and have no retention to subsidize your acquisition costs. By focusing on your product quality, and actually creating something that solves a need or a problem, you are in turn putting your customer first and creating brand loyalty. This is the only way to create sustainable cashflow and a profitable business, It will set you apart from the dozens of new brands that are constantly popping up in your industry and trying to steal your market share. The customer journey is paramount, and a product that they love is the key to creating a great customer experience.

Kevin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I was working in public accounting straight out of college and recognized that everyone in my office was turning to patterned dress socks to show a bit of personality and style in a business casual environment that no longer required jackets, ties, or pocket squares. Without these items, everyone dressed more or less the same and their socks were utilized to express some individuality. The problem was, the socks on the market at the time were either too boring or too loud to be appropriate in an office setting. Additionally, the socks on the market utilized cheap materials that did not stand the test of time, lost their elasticity after washing, and constantly fell down your leg throughout the day. I spent a year researching, testing, and iterating different material blends as well as different constructions to create a sock that solved all of these problems. We then focused on creating unique yet professional designs that could be worn in a professional setting. We also include a style card with each pair which outlines the ideal outfit to pair with your socks, providing head-to-toe styling suggestions to help you look your best. The combination of these things created the perfect dress sock for anyone who puts their style and comfort first.

Let’s talk about resilience next – do you have a story you can share with us?

Finding reliable and consistent manufacturing partners in not easy for any business, but especially a textile business. After being screwed over by several suppliers, we decided to focus on building on a long relationship with one of the most experienced hosiery makers in the world who have really become more of a partner than a supplier. After having bad experiences with several suppliers, we could have decided to close our doors. Instead, we changed our focus, created a stellar partnership, and in turn we create one of the best and most consistent products in our niche which our customers absolutely love.

What do you think helped you build your reputation within your market?

Again, this goes back to product quality and customer experience. We have a 97%+ 5-star review rating across nearly 3000 reviews. We produce the best product on the market and once our customers try our socks, they can’t go back to other brands. Consistently providing what you promise, when you promise it, and never wavering on quality or customer service is a sure way to create a name for yourself and build a sustainable, long-term business and customer base.

Contact Info:

• Website: southernscholar.com
• Instagram: instagram.com/thesouthernscholar
• Facebook: facebook.com/thesouthernscholar
• Linkedin: https://www.linkedin.com/company/southern-scholar