Men’s wear firm Frank & Oak is expanding the personal stylist option on its site.


The virtual adviser is part of a program called Select. The aim of the program is to personalize the user experience on the site. The company already provides a variation of the service through a live chat format. The new option allows customers to seek advice on options for special events, such as a job interview.

Customers who use Select answer a series of questions, then receive a selection of five stylized outfits to try on at home. Users can buy what they like and ship back what they don’t want.

The feature isn’t exactly revolutionary — online women’s wear styling firms such as Stitch Fix having been using this model since inception. What the model does do is create provide a better connection between end user and brand, which in turn often results in a higher percentage of repeat business.

Ethan Song, who cofounded Frank & Oak in 2012, said the feature “more formalizes” the company’s customer service options, particularly at the stage before they buy. Much of the live chat feature now focuses on customers who buy an item, then call subsequent to purchase to ask about mix and match options to go with that item, he said.

The company in September closed on a Series B funding round of $15 million led by Goodwater Capital.

The Frank & Oak line targets creative entrepreneurs who have an interest in fashion. The operation is a vertical one and there is a new collection every month.