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