Gift Cards, Loyalty and China Expansion with Elisabeth de Gramont, Frank And Oak

Elisabeth de Gramont is the Head of Impact at Canadian fashion brand Frank And Oak.

A bricks and clicks B Corp retailer founded in 2012 that now has 15 stores in Canada and does the other 50% of its sales via its Shopify site. Elisabeth is also Chief Brand Officer at Unified Commerce Group.

In this episode we discuss:

• How do you determine your top customers?
• How does Frank and Oak communicate their sustainability practices to their customers?
• Lessons from a brand strategist and consumer marketing expert
• The key considerations for Western brands looking to expand into the Chinese market

Time stamps:

[05:01] The brand’s focus on sustainability and timeless pieces.

[09:15] Using innovative materials for sustainable fashion.

[17:18] Need someone on the ground in China.

[22:45] Identify loyal customers and reward their loyalty.

[24:23] Encourage team to share weekly recommendations for inspiration.

[29:54] Insights from Elizabeth on sustainable brand evolution, transparency, and China expansion.

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