October 2004
Brand Strategy;Oct2004, Issue 186, p10
Trade Publication
This article presents information on garment retail markets and controversy related to FCUK logo of French connection. FCUK's a powerful brand that's driven French Connection's sales for years. The FCUK campaign has been deliberately controversial since launch. ASA warnings and bans increased notoriety, great for a young fashion company. The only thing that makes a fashion company succeed is getting the product right at the right price for consumers. Advertising enhances the brand but it doesn't change the fit, style and color. The falling sales are due to its product range and portfolio, it needs to make FCUK work in a different way.


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