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)

CURRENT FRENCH CONNECTION TRIBE : NEUTRALITES

After unsuccessfully finding nothing that I felt defined the current consumer of French Connection, I decided to create my own tailored tribe -

NEUTRALITES 

and heres how I defined them;

" They are family orientated, and live a regemented, routine-led life. They are fairly out of touch with the internet and their only form of insight into this area is through their technologically intergrated children. They are selectively active on social media, and solely use Facebook. They aspire for a stress free, simple lifestyle and like to sail through undisturbed. They aren’t ones to vocalise any kind of controversial opinions, and remain passive about most situations. 

They see brands as a one dimensional entity; they aren’t interested in experiences or outside interaction. They value a lenient returns policy over an online promotional code. Trends and anything deemed ‘fashionable’ intimidates them, and they aren’t ones to ask for assistance when shopping. Neutralites value quality, and will pay the price, but they don’t believe in extravagant and needless purchases when it comes to materialistic objects. "

ASPIRATIONAL FCUK TRIBE : IDENTITY SHARDERS

‘Everytime I see an ad, I know how fake it is.’

‘They enjoy brand-created stories on Instagram and appreciate when brands post witty comments on Twitter. They particularly like it when brands reply to tweets with a personal rather than scripted response.’

‘They are unlikely to have a favourite advertisement, however, and are inclined to be distrustful of brands.’

‘They view fashion both as a way to hide their personality and as a way to express it.’

‘It’s all about being an individual,’

(How does it relate to FCUK? - pull out quotes and a few lines, and related imagery)

‘I don’t have any notions of privacy. Everything I think, everything I feel – I just put it on the internet straight away.’ - dora 

Dora feels most self-actualised on the internet - she buys based on whims

I change all the time. I have obsessions, then I tire of them.’ The only way brands can truly reach out to her is through packaging.

‘Dora is searching for experience’ - they live on the internet, but appreciate things that take them away from it. 

Julie has no problem talking about herself and her family online; they are generally very open, uninhbited people

 Authenticity is important to Julie both in her online and offline worlds.

The brands Julie relates to are those that speak to her on a personal level. ‘If you’re personal with me, if you joke with me and show that you are listening to me – yeah, I’ll pay attention.

For Julie, being a Self-Discloser is a search for a community- they are independent individuals, but want a sense of community and togetherness. (ironic) 

‘It is a lens into the world. I like it because there are very few words,’ he says. (on instagram // very few words) 

‘It’s just images. I am never bored on it,’ he says.

He never reads books and mainly consumes media on the web.

When it comes to marketing, personalisation doesn’t sell to Karel, but a story does. ‘If there is an Instagram feed where I can fall in love with a story and be encapsulated by the world, I will like that brand.’

FRENCH CONNECTION CASUALWEAR ANALYSIS

In comparison to their other departments, their tops and more specifically their t-shirt offering is very limited. And this limted offering may be why their t-shirts dont sit amongst their best sellers. 

A first port of call for youth tends to be t-shirts; an afforable and comfortable avenue into wearing a brand you love, but french connection doesn’t offer that, it doesn’t offer you anything to brand-ish. 

The t-shirts are mostly printed, and embellished, with no real direction as to whether they are meant for evening wear or day wear, and they sit within this ambiguous, but also quite specific style. The embellishment and glamorous detailing is confusing to the consumer as to when it should be worn; is it an evening wear piece? should I wear it to work? can I still wear it in the day? Theres no t-shirts,  on the whole, dedicated to comfortable day wear. Eveyrthing seems very sensible, and not playful. 

The price isn’t an issue; but theres no reason to buy any of the t-shirts, its quite a confusing representation of what the brand has to offer within this sector. You don’t know how they are trying to style you, or what they want you to look like. 

Its peculiar because T-shirts are a universally eternally popular garment amongst most brands I would imagine, so its quite eye-opening to see that no one looks to the brand for t-shirts. 

BRAND IDENTITY PRISM (...OR RECTANGLE)

THOUGHTS : FRENCH CONNECTION GROUP PLC

YMC -  is a brand that doesn't affiliate itself with trends, aims to be timeless, and simplistic ; neither here nor there, so FCUK is definitely needed for this group of very similar brands with similar goals and aesthetics

Great Plains -  is a brand that also wants to provide quality staples, interchangable pieces and neutral styling; once again all brands are tailored to the same kind of consumer; boring, middle aged, safe

TOAST - has an instantaneous calming energy, as do all of these brands; this is why FCUK is necessary, to liven up the red wine evening soiree  and add some shots to the mix. Its all very peaceful. All three brands use the same family of words; ‘contemporary, modern, functional, quality, comfort’ - the most popular and used amongst all three being contemporary and modern, qualities they are both striving for

The above analysis of the brands, shows that the group is in self destruct as it has 4 brands striving to provide the same ilk of products, the same kind of service, the same kind of style, all tailored to the same category of consumer; the 30 + professional (woman) who wants to spend that bit extra on her clothing and finds trends repulsive and intimidating. All three brands and french connection are the warm hug of style safety for these consumers, providing them with words like ‘contemporary’ and ‘modern’ in order to ply them with the premium high street feel they so longingly covet. 

All of the brands currently belonging to the French Connection PLC Group strive to be timeless, modern, contemporary, comfortable, functional, and free from the restrictions of trends. 

And their very apparent similarities are what enables the group to make way for FCUK; for something youthful, revitalising - the bubblegum to their artisan vanilla. Its time to shake up the sensible with some reckless behaviour. Get ready to be introduced to your new niece, armed with opinions and an unapologetic truthfulness. 

The group is, maybe, unintentionally, missing out on a huge gap in the market; they offer nothing to the youth, and if you don’t wave it in their face, they certainly arent going to bother to come and look for it. There is a huge void within their demographic outreach, and FCUK can be the filling to their heartwrenchingly jam-less doughnut. 

FCUK will get the shots in when you’ve just sat down for a glass of red. FCUK will favour the chicken shop over your braised lamb shoulder and chargrilled asparagus. 

SWOT ANALYSIS

Strengths;

- its a well recognised, familiar feeling brand 

- it has been around for a long while

- although people may not shop in their all the time, it is respected and people think highly of the brand 

- people will tend to shop in their for reliable staples; i.e. a new winter coat 

- everyone knows the name 

- its famed for the old fcuk tshirts 

Weaknesses; 

- it now tends to appeal to a very particular consumer in a somewhat uninfluential age range

- theres no real reason to shop in there 

- it doesnt really have a consistent, stong brand image

- theres nothing really inspiring happening with the brand; nothing forward thinking 

- it seems to have plateaued and 

- there is a miscommunication in the way the brand see themselves and the way the consumers view them 

- the brand feels very safe; theres nothing really daring that they are doing thats ahead of the curve

- the brand doesnt concisely communicate a specific image to the consumer; left with a confusing purpose/ lack of

Opportunites; 

- they have a nostalgic place in most peoples hearts because of their FCUK branding 

- if people unconciously respect the brand, then they won’t have to do much to win them over 

- they have an emotional connection with consumers that they arent utilising 

- they have an opportunity to re-engage with todays youth market and also re-engage with their consumer base from the 90’s 

- the youth market will re-engage with the brand if they can deliver something opinion forming 

- they’re controversial campaigning witht he FCUK logo would be well recieved with todays lethargic rebels 

Threats; 

- other brands deliver what they deliver, but have more inspirational campaigns 

- their competition have a more definitive brand image

- their competition provide the consumer with a need to go into their stores

- they are a brand that currently do not have the attention of the highly influential youth market

- their brand ethos/ identity isnt instantly definitive to the masses 

- ‘french connection’ doesnt feel as familiar as fcuk does; its almost as if they sacraficed familiarity with their consumer base 

SS16 & AW16 IMAGERY ANALYSIS

 SS16 CAMPAIGN IMAGERY; 

- This is more of the direction the brand should be going in 

- The imagery is vibrant, its head turning, its fresh 

- It has a very current feel which would appeal to the youth market and the readers of influential fashion magazines 

- It remains somewhat simplistic and minimal, which means its not straying away from the current aesthetic of the brand 

- These are the kinds of images that will get the brand back on the radar

- Engage with the people that the youth love or want to know more about or are interested in, and you will grab their attention by association - ‘oh they know about him, they must be cool’ 

- Associate yourself with the ‘cool’ and the ‘forward thinkers’

- This demonstrates the brands interest in the new and the yet to be discovered; giving exposure to relatively unknown creatives from music, art and modelling 

- (collaboration with up and coming models?)

- send personalised t-shirts out to social media influencers; EJB etc etc 

- This is the kind of feel that will engage a younger market; if people want hyperminimalism and simplicity they’ll go to the brands who specialise within that aesthetic i.e. COS, but you have to give them a reason to come to FCUK

- is the reason that they engage with up and coming creatives or people of interest? do they team up with FCUK? 

AW16 CAMPAIGN IMAGERY; 

 - such a step down from the previous season, which was much more promising and directional; almost as if the prior season was a holiday where they tried something new, and then this season its back to the old stuff 

- its a little dead once again; even though the campaign is about attitude, its all far too lazy

- there is infact hardly any attitude within these images; and given that that was the stimulus, its really quite poor and very very lacklustre 

- theres nothing engaging or head turning about the campaign; nothing that you havent seen before (think bigger, think better)

- it wouldnt stop the youth of today in their tracks; it wouldnt make you want to stop to photograph it 

- even though the models are clearly young, in their early 20’s, it still all feels very safe and tentative and middle aged and wrapped up in cotton wool 

- they’ve taken inspiration from icons like Kurt Cobain, but abandoned any kind of personality 

- building a persona for the brand is very important; and this campaign has no clear persona 

- make it clear to the consumer what it is they are buying into 

- this campaign fills a void,and fufills a function, but contributes nothing to the brands growth, and contributes nothing to the strengthening of the brands image 

WEBSITE & SOCIAL MEDIA ANALYIS

WEBSITE: 

- everything about the look and general aesthetic of this website screams middle aged

- the general tone of the imagery and the composition of the images; its all very safe

- just from looking at this website alone, I would definitely not describe the brand as sexy and full of attitude

- there is no risk taking, no attitude, everything is very safe and polite, and extremely toned down; it comes across as very muted; not only in colour but also in reference to what the brand is saying or trying to say to the consumer; their voice is muted

- the imagery is in no way attention grabbing or conversation starting 

- its all very expected and neat; and clearly demonstrates how they have indefinitely lost any inclination of attitude they once had 

- they have traded controversial popularity for a continual state of irrelevence; and have allowed themselves to fade into the background so as not to step on anyones toes 

- the wesbite on the whole, is very dead, it doesnt fill you with any enthusiasm for the brand, and is very much just ‘there’ 

- other brands can produce similar kinds of imagery and succeed because its who they are and who they have been all along, whereas french connection seem to be in a state of ambiguity; a place you don’t want to be in admist a market of brands, and a consumer base, with a strong sense of self

INSTAGRAM; 

- It doesn’t perfectly coincide with the website 

- Although they feature young people and young models on their website and instagram, it still somehow doesnt manage to give off any kind of excitement 

- once again, it just all feels very ‘nice’ 

- The instagram feed is coherent, but theres no need to follow it; its ten a penny, theres nothing inspiring about it, ( maybe start doing shoots just for instagram with hi-res imagery) theres nothing different about it, theres nothing that specifically screams - this is french connection 

- if you were to go onto the instagram without knowing who’s account it was, you wouldnt even presume from the images above that is was french connection; theres nothing instantly synonymous on there 

- once again, its all very plain; it doesnt even look like it could be a brands instagram, theres no inclination of launches or anything new, its just like a continual plateau 

- I understand the personal feel of it is also a good element, but you need to know as soon as you look at the account that it is french connection

- with the time to liberation upon us to an extent, now is the time to free the brand from the constraints of pleasantries and get some spirit back

- the website still feels very much middle aged, in comparison to the instagram which feels very early 20 something blogger; the website and instagram do not match up in terms of demographic 

- ‘ fcuk french connection’ 

- again, this platform is not being utilised to showcase the brand as something individual; the instagram makes french connection look very run of the mill, and dare i say it, due to its familiar aesthetic, cheapens the brand