How The Frankie Shop became an e-commerce and Instagram sensation from 2 store locations
boutique in New York City’s Lower East Side has come a long way since its status as the best-kept secret of the fashion set who have flocked to the location for its on-trend yet understated, minimalist designs.
Drevet, who pivoted from journalism to fashion and whose own style is the epitome of “effortless French girl chic,” has the innate skill of carrying brands before they reach cult status , and sourcing the items that are sure to be on every “It Girl’s” wish list – before they disappear. The truth is, having a collection with a tightly curated supply is a logical tactic: not only is it cautious, but it also allows Drevet to test customer reaction of the more “trend-curious” itemsincreases the desirability factor once items sell out. Add the top-tier influencers and fashion tastemakers who share the Frankie Shop items they’re wearing on social media, and the Frankie Shop formula is translating to retail success for founder Drevet.
I’ve also noticed how you use the"back in stock" / drop tactic that creates even more urgency. And of course, your items are super on-trend and desirable. It is brilliant! Frankly, Frankie Shop is a small company, so the reason you have “back in stock” to begin with is because I couldn’t afford to buy so much stock with one given style. I was taking a chance – how do you know that one product is going to be a hit, right? You don’t.
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