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)
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