Francesca’s will open pop-ups, website for the new tween brand

Francesca’s Holdings Corp. has big plans for its Franki brand focused on tweens.

The clothing and accessories retailer celebrates the first anniversary of the launch of its tween Franki collection by making it an independent brand. Francesca’s launches a website and opens pop-ups dedicated to Franki.

On Friday, November 5, Franki opened its very first physical store, a pop-up at Memorial City Mall in Houston, where the company’s headquarters are located. Another Franki pop-up will open on Monday, November 15 at the Tyson Corner Center outside of Washington, DC

Each location will feature a big opening party with Tik Tok holiday backgrounds, local DJs, monogram stations, and goodies for customers as they shop. Also on Monday 15 November, the new Franki website will be launched with holiday fashion suggestions and gift guides, as well as dedicated social channels.

Francesca’s also handles other omnichannel promotional activities. In the summer of 2021, the retailer launched franFINDS as a new program providing up-and-coming manufacturers and designers the opportunity to grow their business with Francesca’s resources, including inclusion in the holiday product line in Francesca’s store and online. Four winners have been chosen from across the country, and their products will be featured in Francesca’s Holiday Gift Guide starting Tuesday, November 2.

On Wednesday, November 10 in Huntington Beach, Calif., Francesca’s will host an in-person, live fashion show featuring music from Capitol Records artist Emeline, as well as Tik Tok creators Madison Lewis, Indiana Massara, Brooklyn Queen, and more. models. This interactive event that highlights Francesca’s limited edition line of dresses and jewelry named Limelight, will be a mix of outdoor, digital and social elements.

that of Francesca, who filed for bankruptcy in December 2020, made its comeback. In January, the company announced that TerraMar and Tiger had been selected as the winning bidder in an enhanced asset purchase. TerraMar is committed to keeping at least 275 Francesca locations open.

In a recent exclusive interview with Chain store age, Anrew Clarke, CEO of Francesca’s, on how the clothing and accessories retailer is planning for the next holiday season.

“We expect consumers to shop earlier this year due to the excitement of being with family and friends and anticipating any supply chain issues that may arise,” Clarke said. . “Francesca and Franki’s clients can’t wait to ditch the tracksuits and come back in outfits that show off their personal style. We expect an increase in evening dresses and daring looks.

“We use daily reports to make weekly buying decisions. Our teams take advantage of social media to get first impressions on new ideas, ”said Clarke. “We are virtually testing new products on existing and future customers using predictive analytics, which has improved the success rate of our products over the past few months. “

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