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