FASHION IS OUR BUSINESS

Founded in 1972 by Stephen Marks, French Connection set out to create well-designed fashionable clothing that appealed to a broad market.

French Connection now offers a fashion-forward clothing range with a quirky spin on design, priding itself on quality and affordable prices.

Having established a strong core clothing business, through unique design and a true sense of style the company has, over recent years expanded its portfolio into exciting new areas including men's and women's toiletries, sunglasses and opticals, watches and shoes. Driven by innovation and change, the brands strength lies in balancing new and exciting ideas with the basic promise of quality and affordability, established when the company was founded. Throughout this expansion and diversification the principles have remained the same; design-led products presented in a unique and innovative way.

BRAND IDENTITY

We have developed a brand identity, which is sexy, stylish and has attitude. FCUK is a short, sharp name to stand for French Connection United Kingdom and was being used on faxes between our offices in the UK and Hong Kong (FCHK) before being introduced across the company as a highly recognisable name and acronym to stand alongside the French Connection logo.

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.

The whole business is born of a desire to be original, distinctive and accessible. Whether fcuk has shocked or amused, it certainly made you think. Bold, witty and intelligent, it demonstrates how French Connection has given personality to its brand, a rare achievement on today's crowded high street. Since then fcuk has become interchangeable with French Connection as the brand name and identity.

THE STORES

Stores across the globe are designed to be a true extension of the brand whilst being relevant to their local surrounding, so all elements including staff and store design work together to create a shopping environment which is all part of the French Connection experience.

Retaining the clean, minimalist simple signature look that French Connection has made its own, the stores provide an environment where the product takes centre stage. Advertising forms an integral part of the environmental concept in store and large graphics form the backdrop for many of the fittings and fixtures.