This document summarizes information about the fashion brand French Connection. It outlines key details about the company's brand identity, target markets, product range, trends, competitors, pricing, advertising, and visual merchandising approach. French Connection is known for embellished eveningwear and has a recognizable FCUK abbreviation logo. It targets professional women ages 25-35 primarily but also women and men ages 18-50. The company analyzes current trends and tracks what competitors like Topshop and Reiss are doing.

1. SARAH COLLINS - DESIGNER
KATE CHILDS - BUYER
JASMINE BROUGH - VISUAL MERCHANDISER
HAYLEY DOHERTY - MARKETING MANAGER

2. BRAND IDENTITY
• Strong brand identity- known for heavily embellished dresses
and eveningwear
• Recognisable logo- use of FCUK abbreviation in the past

3. 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

4. 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 males
French Connection also provide a children‟s range with a similar
standard of quality as the adult ranges.
“well-designed, stylish clothing that appeals to a broad market as
they set out to achieve back in 1972.”

5. PRODUCT RANGE
•Womens, mens and childrens
•
Outerwear, dresses, shoes, access
ories etc.

6. CURRENT TRENDS
4 different trends: Epic, Happy, Playful and Acting.
Epic – formal, basic colours, luxurious
fabrics, expensive details. Bodycon, micro
pleats, structure and maxi lengths.
Happy – colour blocking, basic comfy
silhouettes, shift dresses, geometric patterns.
Minimalistic style.
Playful – coral mixed with neutrals, sequins and
ruffles, short skirts, up-to-date
silhouettes, luxurious fabrics.
Acting – classic, everyday, timeless. Includes a
stone trench, tuxedo trousers and a white shirt.
Allows silhouettes and styles to do the talking.

7. COMPETITORS’ TRENDS
Topshop
• Also have 4 key trends
• 50s diner
• Surf Luxe
• Spring Equinox
• South Pacific
Reiss
• Stuck to one main trend
• Simple 90s style/40s poolside glamour.

8. 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

9. PRICE POINTS & FINANCE
• Financial
performance- annual
report
• Pricing strategy &
Price points
• Competitor pricing
• Price range (v‟s
quality)

10. 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: £50
French Connection: £165 Topshop: £28
Topshop: £80 Reiss: £89
Reiss: £225

11. STYLING
• Mostly formalwear
• Some casual ranges for
both men and women
• Organised in store into
styles/stories

12. Window Displays & In store
displays- French Connection, VISUAL MERCHANDISING
Meadowhall, 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.

13. 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

14. REFERENCES
Financial report [online] http://fame2.bvdep.com/version
2012213/Report.serv?_CID=230&context=1PN27HKLIX1O2KX&SeqNr=0
French Connection logo http://www.frenchconnection.com/index.aspx?mscsmigrated=true
French Connection blog image http://www.electrique.frenchconnection.com
Styling image http://www.frenchconnection.com
FCUK logo http://www.seeklogo.com/fcuk-logo-53215.html
pro quest - cassidy,2011,french connection hire 101 in creative role, teddington , UK
I am the blouse image http://fashiondailymag.com/french-connection-i-am-the-collection/
Topshop trend info
http://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=true
Reiss trend info http://www.reissonline.com/us/feature/SS12-womens-preview

15. THANKS FOR LISTENING!
Any Questions?