Elisabeth de Gramont is the Head of Impact at Canadian fashion brand Frank And Oak. A bricks and clicks B Corp retailer founded in 2012 that now has 15 stores in Canada and does the other 50% of its sales via its Shopify site. Elisabeth is also Chief Brand Officer at Unified Commerce Group. In this episode we discuss: How do you determine your top customers?How does Frank and Oak communicate their sustainability practices to their customers?Lessons from a brand strategist and consumer marketing expertThe key considerations for Western brands looking to expand into the Chinese market Time stamps: [05:01] The brand’s focus on sustainability and timeless pieces. [09:15] Using innovative materials for sustainable fashion. [17:18] Need someone on the ground in China. [22:45] Identify loyal customers and reward their loyalty. [24:23] Encourage team to share weekly recommendations for inspiration. [29:54] Insights from Elizabeth on sustainable brand evolution, transparency, and China expansion. Free trial of SHOPLINE >>> https://ecmp.info/shopline Find the tech to solve your challenges at eCommerce Tech >> https://ecmp.info/tech Get all the links and resources we mention & join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor This podcast uses the following third-party services for analysis: Podsights - https://podsights.com/privacy