THE ISSUES

WHATS WRONG?

- French Connection (as of september 2016) report their 5th consecutive year of losses

- French Connection reported shrinking sales (- 8.7 percent) of 69.2 million pounds in the six months to July, 31.

- Pre-tax loss for the period remained flat, repeating last year´s first semester´s 7.9 million pounds pre-tax loss, the same as in the first half of 2015.

- French Connection stock has lost 20% of value since 2004 

(its funny that pretty much since the eradication of the FCUK logo, the brand has been on a slow downwards spiral - its not necessarily just the t-shirts, people knew the brand for that initialism, so when you remove a brands name, you deduce its familiarity; quite simply, people didnt take notice anymore because the brand voluntarily went incognito) 

Carry on with backing up, and then/ just do a swot, starting thinking about the competitions, dont have to go into detail just state the competition and go into detail later ... imperfect illustrations of the consumer 

Retail

The strong performance of the Spring 16 collection throughout the season resulted in positive first half LFL retail sales in UK/Europe of 6.5%. This performance was delivered against the backdrop of what has been a difficult period for the High Street generally, but against a weak comparative LFL (2015: -10.7%).

so you could say the retail is suffering because of the store closures; so its less about opening new stores and more about enhancing the ones left. Also, you could target the solution at the online sales realms; the aspirational consumer will browse and shop online often,and  is more engaged wtih online than instore. 

Need store to be instagrammable, sometimes i’ll go to places just ot take photos even if i dont buy anything, i feel like i’ve gained something fromt the experience. 

COMPETITION COMPARISONS

- Logo’s and font choice are extremely similar 

- Zara’s website has a high end feel; with its editorial style product shots and large image sizing. 

- Reiss’ wesbite format is very similar to french connection, with the top bar and smaller, more stoic product shots - much more of a high street feel in comparison to the other two. 

- Whistles lends from Zara’s editorial edge and Reiss and French Connections traditional approach to online formats,  to create a very clear, clean and simplistic aesthetic. 

- If you merged all the websites together they could blend seamlessly as one company; the monochromatic themes are common amongst all brands and are what enables the brands to evoke a premium high street feeling. Monochromatic schemes omits prestige.  (its psychological)

- I believe a sans serif visual reinstates the brands lack of deceit; a sans serif font subconsciously communicates a clean cut and truthful brand, with nothing to hide. Consumers want honesty and clarity nowadays, they want to know they can trust a brand, and I feel like a fuss free font will help to project this image. 

INITIAL THOUGHTS FOR FCUK

- instagram takeover 

- we fcuked up 

- honesty builds trust

- party wear 

- FCUK is more informal 

- jeans and t-shirts

- a differentiating sector 

- carrier bags, fun labels

- bring back ed hardy vibe, DIY vibe

- a daring, or adventurous event (paint party) 

- everyone wears fcuk (not give a fcuk)

- stickers/ viral outlets / tote bags 

- DIY, less conventional campaign imagery (Collages for imagery) 

- kurt cobain vibe (rebellion)

- french connection represents conformity, and people don't want to conform 

- fcuk - what do you want to fcuk; like ‘fcuk economy’ ‘fcuk binaries’ 

- weekend wear #fcukmyjob

- retrieving a sense 

- upstairs regent street takeover (take over a department) 

- someone doing something in the windows? 

- experiential (much like DJ in axel)

- bedroom party / secret house party (your mums downstairs) brick

- off duty models / models uniform / basics 

INITIAL THOUGHTS : WHATS WRONG?

• the brand describes themselves as ‘sexy, stylish, and has an attitude’ something that could be argued as absent in their current image. Popular amongst 30 something professionals, and not so well known to the youth, this is french’s opportunity to capitalise on the audience they are abandoning. Its time to re-engage with the sex, the style, and the attitude that appears to have quietened down in recent years. Its time for FCUK to find their voice. 
• it seems as though the way that they see themselves and the way that they actually come across is a very disjointed image. Something has been lost in translation that needs to found. 
• take it back to the roots, take it back to where it all began, to what got them noticed; not many brands have been gifted with such a witty acronym that can be cleverly used for attention. take it back to ’97.
• get away from the stuffiness of the brands current image; loosen it up, literally swell as metaphorically, step away from seemingly restrictive formalwear and into looser more relaxed fabrics 
• everyone knows someone that had that t-shirt, it WAS a cult classic, and its what people know the brand for; so capitalise on that and use it to tug on peoples heart strings and memories 
• something disjointed within how the brand see themselves and how the consumers interpret and perceive the brand 
• a capsule collection (people submit their best fcuk puns/ vote for their fave old ones/ and they are brought back - with a means to relaunch the range) with a special bag etc // event with personalised FCUK t-shirts // Photo Booth // get the buzz going // start the conversation
• the issue is that the brand doesn't communicate a very concise image to its consumers
• not everyone knows what you go to french connection for? so if theres no clear purpose for its existence, then something is missing
• if you have something that has an emotional connection with the consumer, then you need to take that opportunity in a such a tumultuous time where consumers are no longer interested
• it appeals to the age group keeping the brand afloat and alive, because its a nostalgic reference, but also engages the youth market because of its vintage brownie points and throwback feel
• it appeals to the lethargic rebel, as it enables them to rebel within the comfort of their instagram without actually having to do anything 
• IT WILL START A CONVERSATION; IT WILL BE SHARED ON FB; IT WILL RE-ENGAGE THE CONSUMER; NOSTALGIA WEIGHS HEAVY ON EMOTIONAL MEMORY; IT WILL GET THE BRAND NAME ON PEOPLES LIPS 
• you always go back to certain shops for certain items, irregardless if they are the hot topic at the time; i feel as though, amongst the youth, FCUK has no purpose, there’s nothing of any worth to go there for. I.e. you’ll always go to AA for basics etc etc and zara for runway looks 
• the youth market doesn't know what FUCK can offer them; the youth are a selfish breed, show and tell and sell them what you want them to buy, wave it in their face 
• youth or consumers build up a trust, a relationships with shops that is like an umbilical cord and keeps them coming back; fcuk needs to grown an umbilical cord to the youth to ensure longevity 
• as soon as you begin dressing and shopping for yourself, any inkling of style,you begin to form bonds with these shops, you’ll recommend them, you’ll publicise them 
• what do i go in there for? why do i need to go in there? give people a reason, whats the interest, whats the intrigue 
• if someone goes in there to view a capsule collection, they have eyes, their going to see things on their way in, touch things, feel the quality, even if its out of their price range they're going to talk about going into the shop; you the want the increased footfall; you want the hype

INITIAL THOUGHTS : WHAT DO THEY NEED TO WORK ON?

• taking charge of their social media (currently a middle aged mess), and capitalising on its power 
• really engaging with the early adopters and opinion formers
• looking at how they dress, how they speak and interact, their language 
• needs to re-engage with its brand identity; sexy, stylish and has an attitude
• defining the brands identity instantly
• injecting some life and relevance back into the company 
• producing clothing that people will hype about; its all about the hype; develop something that will get people talking, and that will get people excited
• whats going to get you noticed, and get you featured in influential, forward thinking magazines such as i-D, and Dazed with such a strong, sustained cult youth following? 
• whats going to turn you into a cult brand?

INITIAL IDEAS OF IMPROVEMENT FOR FRENCH CONNECTION

• maybe market it as a models uniform, something models wear to castings, have model diaries and blogs etc

• do a capsule collection with up and coming models of what they wear to castings etc, build a relationship that can be continued where FCUK endorses or works alongside models that are becoming increasingly popular (embodying different models)

• that way they are both trend setting and also going along for the ride

• a specific ‘97 throwback, not just the 90’s in general, specifically things that happened in that year, the year that changed, and especially considering it will be 20 years since they dropped the controversial campaign next year! looking at the clothes they released and sold and what the brand looked like back then, and capsuling it 

• disconnect with french connection * (could be something within that) a commentary on a break from technology 

• have already collaborated with Anthony Joshua; and considering the rise of sportswear, maybe pursuing something like that is the way to go (yummy mummies / athlesiure etc) 

• model collabs; brings along their fanbase, engages a younger market, and provides an aspirational image ( this is what i wear to castings, style diaries, endorsing th brand and basics and people wanting to buy the products)

• brandishing body parts; fcuk concealer; embracing the skin your in, and going along with he whole lethargic rebel trend where people are showing more of their bodies for empowerment and showing people you can be comfortable in your own skin 

• could FCUK be a create platform for influencers to get involved with the brand; or is it a collaborative sub sector 

MORE OBSERVATIONS : WHATS WRONG?

With so many people shopping with attitude in mind, it seems as thought the brand is absent of a clear message; something that says, you need to shop here. Theres a reason people walk buy French Connection’s stores, and this report explores why, and how to stop that from happening. 

More than ever, ATTITUDE IS EVERYTHING (especially with social media and the way people put themselves across online) PERSONA’S - with the celebration of 50 years of punk, it seems only fitting that now is the chance for the brand to re-address what it is they want to say to the very influential and impressionable youth market of today. With more dictation than ever, French Connection needs to make sure they are utilising and exercising every social media platform possible, reaching as many young people as they can, and switching them on to a French Connection which is fresh, current, and has something to say thats worth listening to. 

‘A simple advertising campaign launched FCUK onto the British High Street in the spring of '97 and has since evolved to personify the casualwear offering of the French Connection brand. A controversial ad campaign featuring the simple line 'fcuk fashion' hit the headlines and when 'fcuk advertising' followed hot on its heels the attitude of the brand was established.’

If the message or attitude of the brand isn’t instantly definitive to the masses, then its not being communicated clear enough. 

It’s time to bring back the effervescence of 97’, the carelessness, the attitude that got this brand noticed. It’s time to inject some vivacious youth spirit back into the heart of the brand like a shot of adrenalin, it’s time to get some FCUK back on the bodies of the rebellious. (the lethargic rebel)