STORES Magazine - July 2015 - 45


n

ONLINE

Visually
Speaking
Frank & Oak uses video
advertising to engage with
customers
by CRAIG GUILLOT

F

ashion companies are taking a
growing interest in menswear. According to research from Euromonitor
International, the global menswear
sector is growing at a rate faster than
women's fashion and is expected to be
a $40 billion market by 2019. And as
men become more fashion-conscious,
they're doing more of their clothes
shopping online.
With a new model in menswear retailing, Montreal-based Frank & Oak
brings personalized styling options
and recommendations to its customers. The company uses a vertically
integrated structure to design clothing
lines that change monthly; it sources
high-quality cotton blends and uses
statistical analysis of seasonal preferences and fits to personalize shopping
experiences.
When they founded the company
in 2012, Ethan Song and Hicham
Ratnani originally did everything
from web design to photography and
modeling. The clothier grew over the
next couple of years before closing on
a round of funding in late 2014. It now
has 100 employees and six bricks-andmortar locations throughout Canada,
one U.S. outpost in Boston and is expanding its market reach.
The bulk of business is conducted
through a membership-based site
featuring stylish collections targeted
to men between the ages of 20 and
35. Customers register on the site and
create a profile with their styling and
size preferences, then receive a shipment of customized clothing options
every month. The clothes are what
CEO Song describes as "culturally
relevant."

NRF.COM/STORES

"We wanted to create an experience that was
content-heavy and made shopping easier for a
new generation of men."- Ethan Song, Frank & Oak
He says Frank & Oak serves as
a lifestyle and clothing advisor for
customers, taking the hassle out of
selection.
"We found that men required more
recommendations. They wanted
the opinions of their girlfriends and
weren't interested in more styles, but
the right styles," Song says.
At sign up, members provide their
age, shirt size, pant size, blazer size
and shoe size. Customers select one
of five visual styles and indicate how
they spend their weekdays and weekends, their favorite colors and where
they shop the most. The system then
tweaks displayed items to appeal to
their style profile and assigns custom-

ers a personal style advisor, available
by phone and email to assist with colors, mixing and matching.
Frank & Oak has a growing membership of 1.6 million and also offers
an enhanced membership in the Hunt
Club, which provides free shipping
and a "Home Try On" program that
lets members check the fit and look
of up to five items each month completely risk-free.
"We wanted to create an experience
that was content-heavy and made
shopping easier for a new generation
of men," says Song.
BRAND BUILDING
Frank & Oak is driven through
STORES July 2015 45


http://www.businesswire.com/news/home/20150330005113/en/Menswear-Contribute-US40-Billion-Sales-Global-Apparel#.VXivnEZRq9Y http://www.businesswire.com/news/home/20150330005113/en/Menswear-Contribute-US40-Billion-Sales-Global-Apparel#.VXivnEZRq9Y http://www.frankandoak.com http://www.frankandoak.com http://www.canadianbusiness.com/innovation/most-innovative-companies-2015-frank-and-oak/ http://www.canadianbusiness.com/innovation/most-innovative-companies-2015-frank-and-oak/ http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
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