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.
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