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Brief Published: 21 Feb 2012

Frank & Oak: Curated Menswear


Menswear e-tail group Modasuite has launched a new site: Frank & Oak. It aims to make the shopping process simpler for its male, 20-something audience by offering a monthly e-mail service similar to personal shopping.

Yet another example of subscription-based retailing, customers sign up to the service by entering their fashion preferences, after which they’re sent an initial e-mail detailing a curated collection of garments. They can then select up to five items free of charge, which are sent to them. Anything they don’t want can be sent back, free of charge.

CEO Ethan Song has likened the service to a “personalised fashion magazine”. He also says that the frequency of e-mails was decided on the basis that Frank & Oak believe that men in their 20s and early 30s don’t want to buy clothes any more often than once a month.

For a deeper insight into the evolution of menswear retailing – in particular, a new tribe of male shoppers who are frequently prioritising style over high-trend – see Stylus’ reports The Gender Divide Online, and How to Sell to Modern Men.

Frank & Oak