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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
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 ...
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 CREATED FOR...
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

THE HISTORY OF RETAIL AND T...
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

THE NEXT WAVE OF INTEGRATIO...
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

BRING YOUR CUSTOMER INTO TH...
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

PERSONALIZED EXPERIENCE: TH...
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 VAL...
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 ...
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 ...
THANK YOU

ETHAN SONG
ETHAN@FRANKANDOAK.COM
@mrethansong
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Personalization: An Opportunity for Emerging Retailers

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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.

Published in: Marketing, Business, Technology
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Transcript of "Personalization: An Opportunity for Emerging Retailers"

  1. 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. 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 — 2
  3. 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 D I G I DAY R E TA I L S UMMI T 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 — 3
  4. 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 D I G I DAY R E TA I L S UMMI T 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. — 4
  5. 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 D I G I DAY R E TA I L S UMMI T 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 — 5
  6. 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 D I G I DAY R E TA I L S UMMI T BRING YOUR CUSTOMER INTO THE BUILDING OF THE BRAND & PRODUCTS. THE BRAND IS THEIRS. — 6
  7. 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 D I G I DAY R E TA I L S UMMI T PERSONALIZED EXPERIENCE: THE ABILITY TO CREATE A UNIQUE EXPERIENCE AND BRAND AFFINITY WITH DIFFERENT SEGMENTS OF CUSTOMERS. — 7
  8. 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. — 8
  9. 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. — 9
  10. 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. — 10
  11. 11. THANK YOU ETHAN SONG ETHAN@FRANKANDOAK.COM @mrethansong
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