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FROK Founder/CEO Natalie Jayasuriya[/caption]
FROK is a contemporary fashion-forward online platform with a pragmatic and conscious brand ethos. The launch of the platform was held on 16 March at Cinnamon Red Colombo.
Founded by Natalie Jayasuriya, an independent business woman with a successful repertoire in public relations (PR) and marketing, FROK aims to support and market homegrown vendors and adapt to global trends to fit within our cultural context.
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FROK Director Mario Gooneratne[/caption]
Speaking at the event, Natalie explained what inspired the brand. “I have always had an interest in entertainment and F&B (food and beverage) ventures, which led me to be at the forefront of the conceptualisation and development of nightclubs, bars, and restaurants in Sri Lanka over the last 10 years. But I have always had my toes in the fashion industry.”
Creative concepts and effective marketing strategies are her core competencies and passion, which is how FROK came into being.
She also currently co-owns and manages multiple properties, along with being the Vice Principal of the Deanna School of Dancing.
Natalie is a fashionista in her own right. For what she lacks in terms of professional fashion training, she makes up for with experience. She has choreographed and organised an impressive number of fashion shows. Throughout her career, Natalie has always been a trendsetter and has the ideal recipe for morphing fast fashion into high fashion, without altering the price point.
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Ishara Adhikaramge[/caption]
The platform will offer a mix of “FROK Signature” designs and select collections from local designers who will showcase their interpretation of the authentic “FROK Feel”.
Their brand marketing has been designed to target a young demographic of ages 16 and upwards. However, the products available on the site are for the perpetually youthful. Whether it be female or male, the brand targets those who are fiercely spirited and live in a reality where filters are key.
FROK is the first e-commerce website in Sri Lanka to have a size recommendation tool, making online shopping easier and more accessible. All designers at FROK also produce clothing according to the FROK standard sizing guide.
In a move to offer customers a safe payment gateway, Natalie added that they have taken a bold step to partner with a fintech for online payment handling. “Fintech will securely connect to the relevant banks to enable debit, credit, or e-wallet-based payments. FROK will be launching some revolutionary buying experiences by using the backend features of the fintech partner.”
[caption id="attachment_125164" align="alignleft" width="188"]
Deanna School of Dancing Principal Natasha Jayasuriya[/caption]
She also said that FROK is completely customer-centric, adding: “The customer will actually be able to reach out and speak to a member of the FROK family, who will then assist them. We do not believe the future of e-commerce should be devoid of the human element. The human element is our strongest unique selling point.”
The backbone of FROK is a scalable e-commerce platform that captures vast amounts of data points from the shoppers so that they can use machine learning to bring out hyper-personalised experiences to their valued clients.
“We believe every shopper should have a hyper-personalised experience when they shop online,” stated Natalie, explaining that new-age consumers value tailored experiences and relevant products more than ever. “This is something that e-commerce retailers often pay less attention to when consumers switch to online shopping. We expect to make use of valuable data we capture so that we can offer a great shopping experience.”
Speaking on their brand values, Natalie added that they aim to provide trendy, fast-fashion products on an efficient and easy-to-use platform, essentially making aspirational wear affordable and attainable locally, regionally, and eventually globally. With this venture, they aim to keep the revenue within the country instead of channelling it overseas.
Natalie hopes that in the future, FROK will be positioned as a forerunner for fashion forecasting, utilising a relatable online platform.
FROK Founder/CEO Natalie Jayasuriya[/caption]
FROK is a contemporary fashion-forward online platform with a pragmatic and conscious brand ethos. The launch of the platform was held on 16 March at Cinnamon Red Colombo.
Founded by Natalie Jayasuriya, an independent business woman with a successful repertoire in public relations (PR) and marketing, FROK aims to support and market homegrown vendors and adapt to global trends to fit within our cultural context.
[caption id="attachment_125161" align="alignleft" width="165"] FROK Director Mario Gooneratne[/caption]
Speaking at the event, Natalie explained what inspired the brand. “I have always had an interest in entertainment and F&B (food and beverage) ventures, which led me to be at the forefront of the conceptualisation and development of nightclubs, bars, and restaurants in Sri Lanka over the last 10 years. But I have always had my toes in the fashion industry.”
Creative concepts and effective marketing strategies are her core competencies and passion, which is how FROK came into being.
She also currently co-owns and manages multiple properties, along with being the Vice Principal of the Deanna School of Dancing.
Natalie is a fashionista in her own right. For what she lacks in terms of professional fashion training, she makes up for with experience. She has choreographed and organised an impressive number of fashion shows. Throughout her career, Natalie has always been a trendsetter and has the ideal recipe for morphing fast fashion into high fashion, without altering the price point.
[caption id="attachment_125162" align="alignright" width="177"] Ishara Adhikaramge[/caption]
The platform will offer a mix of “FROK Signature” designs and select collections from local designers who will showcase their interpretation of the authentic “FROK Feel”.
Their brand marketing has been designed to target a young demographic of ages 16 and upwards. However, the products available on the site are for the perpetually youthful. Whether it be female or male, the brand targets those who are fiercely spirited and live in a reality where filters are key.
FROK is the first e-commerce website in Sri Lanka to have a size recommendation tool, making online shopping easier and more accessible. All designers at FROK also produce clothing according to the FROK standard sizing guide.
In a move to offer customers a safe payment gateway, Natalie added that they have taken a bold step to partner with a fintech for online payment handling. “Fintech will securely connect to the relevant banks to enable debit, credit, or e-wallet-based payments. FROK will be launching some revolutionary buying experiences by using the backend features of the fintech partner.”
[caption id="attachment_125164" align="alignleft" width="188"] Deanna School of Dancing Principal Natasha Jayasuriya[/caption]
She also said that FROK is completely customer-centric, adding: “The customer will actually be able to reach out and speak to a member of the FROK family, who will then assist them. We do not believe the future of e-commerce should be devoid of the human element. The human element is our strongest unique selling point.”
The backbone of FROK is a scalable e-commerce platform that captures vast amounts of data points from the shoppers so that they can use machine learning to bring out hyper-personalised experiences to their valued clients.
“We believe every shopper should have a hyper-personalised experience when they shop online,” stated Natalie, explaining that new-age consumers value tailored experiences and relevant products more than ever. “This is something that e-commerce retailers often pay less attention to when consumers switch to online shopping. We expect to make use of valuable data we capture so that we can offer a great shopping experience.”
Speaking on their brand values, Natalie added that they aim to provide trendy, fast-fashion products on an efficient and easy-to-use platform, essentially making aspirational wear affordable and attainable locally, regionally, and eventually globally. With this venture, they aim to keep the revenue within the country instead of channelling it overseas.
Natalie hopes that in the future, FROK will be positioned as a forerunner for fashion forecasting, utilising a relatable online platform.