In 1972 Stephen Marks set about creating well designed fashionable clothing that appealed to the broader market, he founded French Connection which prides itself on offering quality products at affordable prices.
Over the years the company has successfully expanded from just designer clothes into other ranges which include toiletries, accessories, shoes and jewellery which they strive to keep in line with the principles that were set out when the company was founded, with design-led products presented in a unique and innovative way.
Integral to their business is the companies brand identity, their simple advertising campaign which launched FCUK back in 1997 hit the headlines because of controversial advertisements featuring the simple line 'fcuk fashion' and fcuk advertising'. This established the brand attitude which shocked and amused many people, that sticks with them today.
The fcuk came about quite innocently; FCUK is a short name that stands for French Connection United Kingdom and was used on faxes between the UK and Hong Kong (FCHK), it was then introduced to be used across the company and became a highly recognisable name and acronym that stands alongside the French Connection logo.
Since the launch of their fcuk strap line the company have concentrated on using campaigns that give the brand the greatest exposure and advertisements that cause debate in the press and most importantly stick in the consumers’ minds.
The key to the success of French Connection is the combination of exceptional clothing at the forefront of design, affordable prices, clever merchandising and sound business practice.
