Systems Models of Frank & Oak

My partner Colin and I explored the distribution model of Frank And Oak, beginning by defining them as a Lifestyle Provider (rather than a clothier).

Through secondary research, Colin uncovered demographic statistics offered internally within F+O. I was then able to design a model for these “stocks” to be conveyed.

We collectively identified reinforcing, sustaining and depleting feedback loops.

We then turned our attention to the individual system actors targeted by Frank And Oak. I used observational primary research to plot my experience as a customer in-store and online, backed up by anecdotal research collected from peers.

Colin and I then conducted interviews of female peers in order to plot the female experience of F+O online and in-store.

Finally, I designed a model to communicate these insights as well as some additional conclusions I drew.