Another company that doesn't understand the branding: French Connection. After an 18% fall in like for like sales, speculation about the future of the FCUK brand has been rife recently,...

Another company that doesn’t understand the branding: French Connection. After an 18% fall in like for like sales, speculation about the future of the FCUK brand has been rife recently, with one market watcher reportedly describing it as "tired and tacky".

But French Connection operations director Neil Williams told The Journal that the group believed its problems lay in the appeal of its clothing, rather than its branding. "We don’t fundamentally think this is a brand thing – it’s more to do with the fashion product range."

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