DESIGNING AND SELLING FASHION: THE NEW WAY. Montreal’s FRANK AND OAK (Ethan Song, president and creative director) are marketing their products in a new way. It seems their concept and timing may be spot on. The marketing reports of late tell us that the major names like Abercrombie and Fitch, mall stores geared to the brand buying youth culture are fast losing their market share. It seems the mall is not the place to hang out, the internet is. The new shopper does not want mass brands, not matter how cool they were in the past, they are instead seeking out the smaller designer/makers and by social networking amongst themselves making their finds cool and wanted (read “bought”). FRANK AND OAK are online, and being vertically created, less expensive and with a covetable one brick and mortar location only status, so desirable. The product seems almost secondary to the concept…it’s about a unique, international lifestyle rather than the clone culture of the mall.
the following from:
The brand opened a permanent multipurpose space in the Mile End neighborhood in Montreal.
Gathering space and symbolic cultural address, the workshop will perform several functions. “We did not want to build a store, says Ethan Song, president and creative director Frank & Oak, but a place where our community can come together. We hope that our buying experience is digital. “But it will be possible to order items on a computer or iPad.
We can come visit advisors to see monthly collections and learn about the products. Matter of bringing the brand experience to another level, it is also possible to enjoy the services of a hairdresser and a barber, six days a week
Apart from holding conferences and meet its customers, Frank & Oak will welcome artists and there will screen films and a program will be also announced next spring. “Our brand is more known in the community, and we want to engage more with it, give him a space to meet,” says Ethan Song.
by Maxime Ruel , Editions Infopresse
From the FRANK AND OAK Cataloque:
And from their website:
A DIFFERENT APPROACH
With our vertically integrated structure (meaning we do it all ourselves, by the way), we stay clear of the clothing industry’s markups and middlemen. We’ve put ourselves in a position to ensure quality at every touch point.
In short: we can design and deliver quality every single month with the greatest attention to detail. Whether it’s the subtle engraving of a Frank & Oak button, or the entirety of our personalized experience, the goal is to make looking good altogether easier.
FRANK AND OAK – https://www.frankandoak.com/