The Frankie Shop

The Frankie Shop is a go-to premium fashion and lifestyle brand that designs modern, minimal and elevated items for both men and women, with the likes of Gigi Hadid, Hailey Bieber, Jennifer Lopez and Justin Timberlake wearing their items. Alongside their own exclusive collection, The Frankie Shop carries brands such as Proenza Schouler, 3.1 Phillip Lim, Sportmax, Completedworks, Gudu, JW Anderson, and Louis Gabriel Nouchi.

Agency support

Previously, The Frankie Shop operated independently without agency support. Looking to enhance their eCommerce strategy and align technology with their growth goals, they chose to work with Vervaunt. With the assistance of our paid media team, they aimed to accelerate rapid organic growth, with a particular focus on social platforms by and large.

The objectives

As we manage both eCommerce consultancy and paid media strategies, we outlined objectives for each area.

Our paid media objectives focused on:

  • Developing brand awareness and acquiring new customers across international markets.
  • Increasing sales and awareness for menswear.

For our eCommerce consultancy, our objectives were to:

  • Enhance and strengthen the user experience for international audiences to drive engagement and sales.
  • Boost online store revenue and enhance conversion rates.

The challenge

The Frankie Shop wanted our team to assist in driving growth, and ensure a strong ROI across both paid media and eCommerce strategies.

The solution

Paid media strategy

To expand The Frankie Shop’s reach, we initially targeted 13 territories, including the US, UK, France, and Germany, dedicating a Smart Shopping campaign to each key country. This allowed us to adjust profitability targets based on factors like shipping and duties, optimising our performance.

We utilised Performance Max, a heavily automated campaign, to cover smaller countries, serving as a testing ground to identify growth areas across the majority of global markets. This proactive approach identified new countries for potential dedicated Smart Shopping campaigns where we would scale spend and calculate a specific profitable ROAS target for that region.

In our paid social strategy, we used campaign-led content, location-focused ads, and boosted posts to drive growth. We launched a menswear campaign focusing solely on menswear content, adjusting spending based on performance. Despite limited organic promotion of the menswear category, we expanded mens audiences and allocated a specific budget to increase awareness and shift the percentage of male visitors, while boosting overall site sessions.

We have successfully deployed multiple buying models to keep key efficiency metrics such as CPMs and CPCs below benchmark, to help drive scale for the business while maintaining a healthy ROAS.

eCommerce support

Our eCommerce consultancy team has collaborated closely with The Frankie Shop over recent years. One of our significant achievements in 2022 was the successful launch of the redesigned and reimagined Frankie Shop theme, working closely with an external creative director and the agency By Association Only for development. Following the successful project launch, our current efforts are focussed on annual roadmapping and strategising, ensuring a consistent progression to uphold competitiveness.

The results

Following our eCommerce consultancy work, we've significantly improved the site user experience, ensuring a seamless user journey across all touchpoints. Our focus extends to improving retention rates, strengthening internationally and supporting creative solutions.

Additionally, our paid media efforts have effectively boosted brand awareness in international markets while also keeping acquisition costs relatively stable, even with significant increases in budget and audience reach.

  • 12x ROAS in 9+ countries
  • 7x Increase in budgets in 4 years
  • 3.4x Reach volumes year on year