FRANK convenience is a lighthearted loungewear brand that introduces male consumers to a new store experience that caters to their shopping habits. Its goal is to create easy-care loungewear apparel with a focus on graphic design, incorporating subtle humor. The brick-and-mortar theme is inspired by a convenience store, which is statistically the top male-dominated retail channel. Why would men want to shop here?… well, because FRANKLY, it’s CONVENIENT.

OPPORTUNITY

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Develop a men’s loungewear brand that mirrors those of women’s underwear.

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Create a store environment that caters to men’s shopping habits.

Redesign graphic apparel to be more minimal with subtle humor.

MEN ARE THE NEXT FASHION FRONTIER

(based on research from 2014)

To say that “men hate shopping” is a common cliche. This generation of men shop more than ever before and are smarter shoppers.

There has also been a focus on stores providing an in-store experience or holding special events. Incorporating these one-of-a-kind extras leaves consumers with a lasting impression of the brand.

The rise in hipster culture, the gay demographic, and men staying single longer have all attributed to the change.

Lululemon, Whole Foods, and The Art of Shaving are good examples of brands that provide store events and experiences for consumers.

In the past year, there has been a 25% increase in menswear brands with many companies planning for aggressive growth.

About 52% of stores in the mall are geared to both men and women, 42% to just women, and 6% to just men.

Screen Shot 2021-05-23 at 2.45.24 PM.png — CONVENIENCE THEME

While men’s shopping has increased over the past years, women continue to dominate all shopping trips in all retail channels, except for one. Convenience stores are the only shopping channel that men continue to dominate year after year. It is also the retail channel that men frequent the most.

QUESTIONS ASKED

How do men shop?
What do they want from a store?
How can I make the process simple and streamlined?
How do we excite the male consumer and make them feel like they aren’t shopping in the ﬁrst place?
Where do men shop for loungewear?
Why don’t men have lifestyle underwear/loungewear brands like women?
How should products be displayed, and how many styles to carry?
What kind of advertising appeals to men?

What is your favorite store?

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What do you spend money on?

What do you dislike about shopping?

Thoughts on how to improve the shopping experience?

TAKEAWAYS

Men tend to be known as the **“basket shopper”** because they are compulsive, shop randomly, and carry a wide assortment of products.
They are goal-oriented, and **shopping for them is like a mission**. When men leave empty-handed, they view it as a waste of time or a mission failed.
Men like buying something new, but do not like the process. **They don’t like clutter** and are less bothered with bargains and coupons.
**Men want to be confident in their purchases.** Too large of an assortment most often makes them feel ill-informed or unsure.
Their **need for autonomy** makes them feel less likely to ask for assistance. Men prize individuality and self-reliance.
**Men don’t buy for the future**. They buy for now, out of necessity. If you can convince them to buy, they are willing to spend more and become loyal customers.
The one main difference between male and female shoppers is that men respond more to utilitarian aspects of the experience, like **parking availability, items in stock, and length of the line.**

FRANK (the consumer)

Young adult male (18-35)
Spends money on food, rent, beer, women, and the occasional video game
Cares about his appearance and enjoys buying something new
Dresses casually. Lives simply
Shops conveniently (once every couple of months)
Needs a little bit of direction
Indecisive (wants to feel like he is making an informed decision)
Experience-driven
Prefers to shop in-store rather than online
He doesn’t want to be bombarded by sales associates
Biggest pet peeve is when the garment he wants is unavailable in his size

FRANK convenience creates a one-stop shop for the consumer who wants to pick up food, a six-pack of beer, and underwear all at the same time. Lining one side of the store is aisles and fridges containing snacks, beer, energy drinks, and a slushie machine. The other side of the store is lined with self-accessible dressing rooms with vacant and occupied slide panels. A lounge area with chairs and TVs allows customers to take a shopping break or catch up on a sports game. The food bar sells gourmet franks and jerky. The apparel is outﬁtted and hung on an adjustable peg wall with labeled signage. FRANK convenience carries less variation in style and more SKUs to ensure the product is available in every size. The store will hold special events every month (gaming, music, sporting, food, etc.).

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The vending machine carries multi-pack socks, tees, and briefs in tallboy canisters.

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Peg wall displays highlighted styles outfitted together with an abundance of SKUs in each size.

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Touch screen kiosk with style/size lookup, self-checkout, store info, and music.

THE COLLECTION

FRANK’S Spring 2014 limited edition graphic loungewear collection takes most of its inspiration from humorous street art, tattoos, and package design. The distorted, hidden, and minimalistic graphic design creates interest and evokes reaction without becoming overbearing. The collection consists of two staple sweatshirts, multiple graphic tees, briefs, printed shorts, sweatpants, and socks. The minimal color palette adds to the simplicity of the brand (black, white, and gray, with pops of orange and red).