French Connection

Brand Book of French Connection

Brand Book of French Connection

Executive Summary

French Connection is considerably one of the well known fashion apparel brand in the fashion world. Founded in 1972, the brand is operating since four decades in the industry; however, it has gained a significant boost in 2000, when it came up with its “fcuk campaign, launched across the globe (Benjamin, K. 2012). Despite of it, there are various other giants of fashion, which are directly competing with French connection that includes Karen Millen, COS, Hugo Boss, Calvin Klein etc.

There are various factors associated with French Connection, which are diminishing its performance in the industry (French Connection. 2013). The brand has a strong identity and elements associated to it, whereas, it also has a strong position in the minds of the customers. But, its positioning is limited to its loyal customers.

The brand is performing as an umbrella brand, with various products operating under its name. From apparel, fashion accessories to home and bath care and toiletries products. French Connection has a thematic and invariable communication all across the globe (Benjamin, K. 2012). However, its communication is an enormous matter of concern in its lack of success in the recent years.

Introduction

The global market for fashion has put on a significant augment in the last 50 years. There have been several apparel brands operating transversally across the globe. Within those thousands of names and logos, there are some iconic brands, which are considered as the most highly recognized fashion and apparel brands of the world (French Connection. 2013). Amongst those names, French Connection United Kingdom aka FCUK is also a notable icon, which has an utterly exclusive persona and image within itself (Benjamin, K. 2012).

Founded in 1972, by Stephen Marks, the brand has always been on the frontline of fashion industry, catering to both men and women. Since four decades, the brand is operating through its store all across the globe. French Connection not only deals in apparel and fashion accessories, but it is also been dealing in personal care and home-ware products including fragrances, bedroom and bathroom accessories, rugs, lightings, ornaments etc. The headquarter of French Connection is situated in London, and the company has the total revenue of £214 million in 2011 (Benjamin, K. 2012). However, in 1997, the use of acronym “FCUK” had put the brand under various controversial issues in United States and United Kingdom, but this acronym had also provided vital recognition to this brand name on global platform.

The brand has major recognition for its eye-catching party wears and fashionable suits. Despite of it, the top notch footwear and fashion accessories for women are also the foremost strength of the brand.

Brand Proposition

The core objective of business is to sell the premium apparels and other fashion products to the people, who fall under the target audience of French Connection.

Brand Identity

Brand Identity is primarily the unique identification of any particular brand that differentiates its existence from other competing brands (Giemza, ...