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Ronnie Fieg - Building Kith - [Invest Like the Best, EP.399]
Invest Like the Best with Patrick O'Shaughnessy
Deep Dive
Why did it take Ronnie Fieg five years to collaborate with Jerry Seinfeld for a Kith campaign?
It took Ronnie Fieg five years because he wanted to ensure the collaboration felt authentic and resonated with both Jerry Seinfeld and Kith's audience. He spent time building a relationship with Jerry's wife, Jessica, and son, explaining the vision and purpose behind the shoot. The campaign's success hinged on creating a connection that felt genuine and aligned with the brand’s values.
What is the core philosophy behind Kith's product creation?
Kith's product creation philosophy is rooted in understanding consumer desires and anticipating what they will want before they know they want it. Ronnie Fieg emphasizes the importance of making products that are authentic and resonate with people's emotions, often drawing from his own experiences and the experiences of those around him.
How does Kith's store design reflect the brand's commitment to community and relationship building?
Kith's store design intentionally includes spaces for people to hang out and socialize, such as the courtyard in the Soho shop. This design choice fosters a sense of community and belonging, making shoppers feel welcomed and connected to the brand and its staff.
Why is storytelling through film important to Kith's brand identity?
Storytelling through film is crucial to Kith's brand identity because it allows the brand to communicate its values and product narratives in a visually engaging and emotionally resonant way. Ronnie Fieg and his team use high-quality films to bridge the past and present, celebrating the heritage and evolution of the brands they collaborate with.
What role does travel play in Ronnie Fieg's creative process?
Travel plays a significant role in Ronnie Fieg's creative process by exposing him to different cultures and perspectives. His trips to Japan and Italy have greatly influenced his aesthetic and design philosophy, allowing him to blend elements from these cultures into Kith's product offerings and brand storytelling.
How does Kith balance business and creativity in its operations?
Kith balances business and creativity by ensuring that the business side supports the brand's creative vision. Ronnie Fieg emphasizes that decisions are made to sustain and grow the brand, allowing him to focus on creating products and experiences that resonate with consumers. The team is structured to maintain high standards and consistency, ensuring that the brand's evolution feels natural and purposeful.
What is the significance of Kith's collaborations with iconic brands and individuals like Armani and Jerry Seinfeld?
Kith's collaborations with iconic brands and individuals like Armani and Jerry Seinfeld are significant because they allow the brand to tell unique stories and create emotional connections with its audience. These collaborations are driven by a deep respect for the partners and a desire to celebrate their heritage and impact on culture, rather than just leveraging their names for commercial gain.
Why does Kith place equal importance on both high-end and affordable products like Armani suits and $10 ice creams?
Kith places equal importance on both high-end and affordable products because it wants to cater to a wide range of consumers. Ronnie Fieg believes that both the 35 to 55-year-old man buying a $6,000 Giorgio Armani suit and the younger consumer buying a t-shirt and ice cream are equally important to the brand. This approach helps Kith maintain a diverse and loyal customer base.
How does Ronnie Fieg ensure that Kith maintains a high quality bar as the brand grows?
Ronnie Fieg ensures Kith maintains a high quality bar by surrounding himself with a team that checks their ego at the door and prioritizes the brand over personal interests. The team understands the importance of consistent vision and execution across all facets of the business. Key roles are filled with like-minded individuals who are committed to being the best and continuously improving.
What advice does Ronnie Fieg have for aspiring creatives and entrepreneurs?
Ronnie Fieg advises aspiring creatives and entrepreneurs to start from the bottom and work their way up. Understanding the inner workings of a business and gaining experience in all facets helps in making informed decisions and building a solid foundation. He also emphasizes the importance of passion, consistency, and the willingness to make sacrifices to achieve success.
- Ronnie Fieg started working at David Z at age 13.
- His first collaboration with ASICS in 2007 sold out in a day.
- In 2011, he founded Kith, a highly influential brand in footwear, fashion, and culture.
Shownotes Transcript