Heritage leather Capitalize on Frye’s strong heritage and consumer loyalty by offering premium materials, exclusive leather options, and limited-edition collaborations that reinforce the brand’s artisanal craftsmanship to drive higher ASP (average selling price) upsell opportunities.

Expansion channels Leverage Frye’s multi-city retail footprint and evolving direct-to-consumer strategy to push showroom events, pop-ups, and foot traffic campaigns in key markets (SoHo, Boston, Chicago, Georgetown, Atlanta) with targeted localized promotions and in-store experiences.

Resale program Promote The Frye Exchange more aggressively to drive new customer acquisition through resale, emphasizing sustainability and value recovery; offer trade-in incentives or authentication services to increase site traffic and cross-sell new product lines.

Tech-enabled shopping Use Frye’s tech stack (Shopify, payments, analytics) to implement personalized omnichannel experiences, such as product recommendations, mobile wallet incentives (Apple Pay, Venmo), and dynamic retargeting to boost conversion rates in both online and store channels.

Lifestyle collections Position Frye beyond footwear into broader leather goods and ready-to-wear trends observed since 2018 expansions; target collaborations or brand extensions in accessories and apparel to grow basket size and attract adjacent customer segments.