SARAH COLLINS - DESIGNER KATE CHILDS - BUYERJASMINE BROUGH - VISUAL MERCHANDISERHAYLEY DOHERTY - MARKETING MANAGER
BRAND IDENTITY• Strong brand identity- known for heavily embellished dresses and eveningwear• Recognisable logo- use of FCUK abbreviation in the past
COMPETITORS TKMaxx Matalan New Warehouse Look River Bhs Reiss Island French Connection Zara M&S Arcadia Urban H&M Next ASOS Outfitters (online) Primark Peacocks
TARGET MARKET/CUSTOMER• Primary market- 25 - 35 year old professional females, B and C1• Secondary Market – 18 - 50 females A, B, C1 and possibly E, 25 – 50 professional malesFrench Connection also provide a children‟s range with a similarstandard of quality as the adult ranges.“well-designed, stylish clothing that appeals to a broad market asthey set out to achieve back in 1972.”
PRODUCT RANGE •Womens, mens and childrens • Outerwear, dresses, shoes, access ories etc.
CURRENT TRENDS4 different trends: Epic, Happy, Playful and Acting.Epic – formal, basic colours, luxuriousfabrics, expensive details. Bodycon, micropleats, structure and maxi lengths.Happy – colour blocking, basic comfysilhouettes, shift dresses, geometric patterns.Minimalistic style.Playful – coral mixed with neutrals, sequins andruffles, short skirts, up-to-datesilhouettes, luxurious fabrics.Acting – classic, everyday, timeless. Includes astone trench, tuxedo trousers and a white shirt.Allows silhouettes and styles to do the talking.
COMPETITORS’ TRENDSTopshop• Also have 4 key trends• 50s diner• Surf Luxe• Spring Equinox• South PacificReiss• Stuck to one main trend• Simple 90s style/40s poolside glamour.
ADVERTISING & PROMOTION • International brand recognition • FCUK Slogan - Oxford street flagship opening (2000) „The world‟s biggest FCUK‟ • Endorsements and collaborations (opportunity) • Sales Promotion- offers, sales, limited editions
COMPETITORS’ PRICING Skinny jean French Connection: £77 Black court shoe Topshop: £40 French Connection: £85 Reiss: £79 Topshop: £62 Reiss: £149 Basic cardigan Lace dress French Connection: £50French Connection: £165 Topshop: £28 Topshop: £80 Reiss: £89 Reiss: £225
STYLING• Mostly formalwear• Some casual ranges forboth men and women• Organised in store intostyles/stories
Window Displays & In storedisplays- French Connection, VISUAL MERCHANDISINGMeadowhall, Sheffield • Window Displays- simple, sophisticated, colour theme, key items, no pricing • Point-of-sale displays- items of jewellery at the till points • Product presentation- main range laid out strategically in styles/outfit. • Store layout/space allocation- store split based on style e.g. casual, formal, outerwear, jea ns, accessories etc.
WEB• The website is very visual with lots of pictures and advertising of clothing• Sophisticated with an organised layout• French connection have a look book for men/women and children ranges• French connection also have a blog online
REFERENCESFinancial report [online] http://fame2.bvdep.com/version2012213/Report.serv?_CID=230&context=1PN27HKLIX1O2KX&SeqNr=0French Connection logo http://www.frenchconnection.com/index.aspx?mscsmigrated=trueFrench Connection blog image http://www.electrique.frenchconnection.comStyling image http://www.frenchconnection.comFCUK logo http://www.seeklogo.com/fcuk-logo-53215.htmlpro quest - cassidy,2011,french connection hire 101 in creative role, teddington , UKI am the blouse image http://fashiondailymag.com/french-connection-i-am-the-collection/Topshop trend infohttp://www.topshop.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?catalogId=33057&storeId=12556&langId=-1&viewAllFlag=false&sort_field=Relevance&categoryId=277019&beginIndex=1&pageSize=20&interstitial=trueReiss trend info http://www.reissonline.com/us/feature/SS12-womens-preview