French Connection

'fcuk' was a strong brand message for French Connection in the 90s but by 2009, it was actively contributing to the fashion retailer's image problems.

Redefining French Connection

Jo HudsonFallon

Summary

This is the story of how a team of thinkers faced up to one of the most infamous marketing campaigns of the 1990s and redefined both the brand and its customer.

'fcuk' remains one of the all time great marketing campaigns. But by 2009, it was actively contributing to the brand's image problems. Planning's big breakthrough was the following revelation:

Even though they made up a smaller proportion of sales, the key to success was unlocking the image of the men who shopped at French Connection. The reason for this was simple: as...

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