The popularity of online shopping experiences has made room for new retail brands to emerge within a saturated market. The clothing brand and e-commerce site Frank & Oak recently hit 1 million members, representing 500 percent year-over-year growth. As a company that designs, manufactures, and sells their own products, they are redefining "vertical integration." This comprehensive ownership allows them a better understanding of their customers, in turn allowing an unprecedented depth of personalization. Ethan Song will present Frank & Oak's narrative of growth and how to own both the product and consumer experience.

1. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
D I G I DAY R E TA I L S U MMI T

2. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
D I G I DAY R E TA I L S UMMI T
FRANK & OAK WAS FOUNDED BY 2 HIGH SCHOOL FRIENDS WITH THE GOAL
OF CREATING A GLOBAL BRAND FOR THE INTERNET GENERATION.
HICHAM RATNANI
COO
ETHAN SONG
CEO
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3. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
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FRANK & OAK WAS CREATED FOR THE 18-35 MAN: IDEALISTIC, SOCIAL &
WITH A DESIRE FOR IMPROVEMENT. SHIPPING 35 000 ORDERS A MONTH.
SELF-DEFINED
VALUE DRIVEN
CHANGE THE
WORLD
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4. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
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THE HISTORY OF RETAIL AND THE NEXT WAVE OF VERTICAL INTEGRATION.
CONSUMER BRAND 1.0
CONSUMER BRAND 2.0
CONSUMER BRAND 3.0
Brands are sold through
department stores. Brands
don’t have a direct link to
customers. Stores don’t
own their products.
Vertically integrated
retailers get the product
to market faster and at
more competitive prices.
Leverage technology to
integrate the entire
customer lifecycle across
multiple touch-points.
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5. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
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THE NEXT WAVE OF INTEGRATION IN FASHION AND CONSUMER RETAIL IS
ABOUT CLOSING THE LOOP.
Products
Accelerators:
eCommerce & Mobile
Brick & Mortar
Social & Community
Experience
Content
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6. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
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BRING YOUR CUSTOMER INTO THE BUILDING OF THE BRAND & PRODUCTS.
THE BRAND IS THEIRS.
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7. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
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PERSONALIZED EXPERIENCE: THE ABILITY TO CREATE A UNIQUE EXPERIENCE AND
BRAND AFFINITY WITH DIFFERENT SEGMENTS OF CUSTOMERS.
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8. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
D I G I DAY R E TA I L S UMMI T
CONTEXTUALIZE THE BRAND VALUES AND PRODUCTS THROUGH
ENGAGING CONTENT & AESTHETIC THAT INFORMS AND EDUCATES.
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9. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
D I G I DAY R E TA I L S UMMI T
INTEGRATING CONTENT WITHIN THE ENTIRE EXPERIENCE AND NOT AS AN
INDEPENDENT CHANNEL. SHOPPING AND CONTENT AS ONE.
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10. T H E N E X T W AV E I N V E RT I C A L I N T E G R AT I O N
D I G I DAY R E TA I L S UMMI T
MOBILE IS THE LINK BETWEEN THE REAL WORLD AND THE DIGITAL WORLD.
WE LIVE IN A MULTI-TOUCH POINT ENVIRONMENT.
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11. THANK YOU
ETHAN SONG
ETHAN@FRANKANDOAK.COM
@mrethansong