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Did You Know?
FCUK
Fashion: A shocking success
At the start of 1997 French Connection was just another
anonymous fashion chain, muddling along with all the
other bland and boring fashion chains on the high
streets of the UK. Then the CEO, Stephen Marks, made
a brave decision, a brand strategy decision. French
Connection was going to stand up, stand out and be
distinctive. The brief to their agency was simple:
"Make French Connection the most talked-about
fashion brand on the high street".
Apparently French Connection was launching a store
in Hong Kong at the time, and the agency came across
a fax 'from FCHK to FCUK'. The result: FCUK Fashion
was born.
A lot has happened since then. For example, you
can fcukbymail, (at fcukbuymail.com) and most recently,
you can now FCUK FM (sorry, couldn't resist. It's
online radio at fcuk.com). And of course there are
FCUK Him and FCUK Her fragrances.
All very juvenile I'm sure. Except that profits
have increased from £6.4m to £19.1m. There
are now FCUK stores in over 20 countries, and the
company's share price has risen from £3.00 to £7.70.
Over the past few years, several fashion companies
have tried to rejuvenate themselves: trying to find
new energy and enthusiasm for their brands. Like
it or not, French Connection UK stands out as an
example of brand that found new potential within
itself, took risks and has reaped the rewards.
Ask yourself:
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Is our brand in too much of a 'comfort zone'? |
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Is there a stronger and more distinctive
position for our brand that could reap greater
rewards for us, if we were prepared to take
the risks?
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Brand
Manual
More articles
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