- French Connection, known for its FCUK logo in the 2000s, reported a £10.5m pre-tax loss for the past year as sales fell 8%. Its share price has dropped from over 500p in 2004 to just 27p currently. - The brand has lost its aesthetic definition and is less compelling compared to competitors like Whistles that have reinvented themselves. French Connection is seen as less conspicuous on the high street. - Changes introduced by the founder last year include delaying Christmas sales, reducing stock levels, and overhauling the design team, in hopes of returning the brand to profitability.