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Frank & Oak Clothery Mock-Up

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Frank + Oak: Succeeding Where Competitors Stumble

-Dave McNamara

As one who considers himself one of Frank + Oak’s targeted consumer - a creative professional who makes thoughtful artistic choices - it’s clear to me their collections are clothing with a respect for their consumer’s discernment. Their aesthetic is clearly defined, and their brand carefully articulated. I’m sure their business strategy is solid, but I don’t sense maximizing profit is Frank + Oak’s mission. It's apparent their business strategy is to make a profit margin secondary to creative choice and strategy, which, actually, will probably make their business more profit (well-done players!) I predict Frank + Oak have established themselves that will remain cool while sticking around for the long play. Why? The succeed in areas various competitors don’t know how to rectify.

  1. They aren’t reviving a vintage brand that’s back in style because of Beacon’s Closet (like Penguin and Pendleton, though, honestly I’m a big fan of both),
  2. They aren’t updating brand identity to make it more “now” and thus upcharge their clothes (JCrew: ridiculously priced).
  3. They aren’t trying to ape established trends and take advantage of what’s “cool,” turning it into just another pseudo-mall store that turns a pretty profit (JOE’S, H&M, Uniqlo).
  4. They don’t aim to create a boutique brand that’s well designed located in areas like Soho and much more expensive (APC, Paul Smith, Steve Allen. God, I wish Apple would follow Frank + Oak’s strategy, here. When did they become God’s gift to everything? Silicon Valley Poseurs).

Frank + Oak knows the aesthetic taste and financial situation of its targeted consumer very well. Creative professionals appreciate design but don’t have the funds to buy clothes they appreciate. (I love Paul Smith, but, my god: I’m not Damien Hirst, people. I can’t go without eating for a year because I really like a belt and tie. Sorry. I’m not willing to sacrifice my life for love of art). Frank + Oak gives these consumers a way to buy clothes within their budget while avoiding corporate “hipster” stores (*Cough*, American Apparel)