How Experiential Retail Drives Loyalty at a Heritage Brand with David Lafitte

Episode notes

In this episode of Adspeak by ADWEEK, host Mark Stenberg speaks with David Lafitte, President and CEO at Tecovas, about scaling a heritage brand without losing authenticity. David explains how the brand expands into new markets while staying rooted in Western storytelling, invests in experiential retail to build loyalty, and balances performance marketing with long-term brand building. He highlights the importance of using cultural trends as tailwinds, not as a core strategy, while maintaining craft quality as a core differentiator. The conversation also explores AI’s role in operations, not creativity, and how an omnichannel approach, including digital, retail, and wholesale, drives sustainable growth for modern DTC brands.