As a member of the Asteraceae family, the flowers grow in heads. Each flower head consists of ray flowers — the purple “petals” — and disk flowers — within the central cone portion of the flower head.
After the flower head completes the blooming stage, the plant then makes seeds from each fertilized flower.
When the wind blows, it shakes the dried flower head and the seeds drop to the ground. This next photo shows some of those seeds which were shaken loose.
Watch this video for more photos — along with things to look for when identifying Echinacea purpurea. The video tracks Purple coneflower (a perennial) through one year of growth and reproduction.