French connection

Brand study. French connection. FCUK brand study.

1. RETAIL MANAGEMENT TECHNOLOGY RESEARCH ON BRAND 1 Fashion is our Business

2. “FASHION IS OUR BUSINESS” “FASHION IS OUR BUSINESS” 2 Fashion is our Business

3. CONTENT About Brand Vision Mission Values How it started History Financial highlights Other brands Target customer Core products Manufacturing and retailing Types of retailing Types of ownership VM Strategy French connection in India Bibliography Fashion is our Business 3

4. ABOUT BRAND It has developed a brand identity which is sexy, stylish and has an attitude. French Connection is now one of the strongest brands on the British high street and operates in over 38 countries. Headquarter is in London, United Kingdom. 4 Fashion is our Business

5. VISION They aim to create a real fashion destination by talking to the opinion formers with real fashion authority. Going forward they will present French Connection as a credible and focused fashion brand that speaks through its product. 5 Fashion is our Business

6. MISSION Their prime goal is to create distinctiveness in a crowded market place through focus on design by creating well-designed, stylish clothing that appealed to a broad market . To continually assess markets and relationships for new opportunities to broaden customer reach . To produce fashionable clothing to match the customers' expectation. 6 Fashion is our Business

7. VALUES always give its product that extra fashion content and value," for clothes "remarkable for their comfort and reliability, their continuing anticipation of fashion trends in fabrics, shape, lengths, and styles and their attention to detail. Fashion is our Business 7

8. HOW IT STARTED Stephen Mark opened his first shop in Walton Street, London in 1972. It sold furniture and clothes In 1984, Marks was listed as the 15th richest man in Britain French Connection really hit the big time in the late-1990s when its famous " fcuk " advertising campaign was launched. OXFORD STREET, London - flagship French Connection store. 8 Fashion is our Business

9. HISTORY 1969: Founded in London by Stephen Marks. 1972: Introduced French Connection label. 1976: launched menswear collection. 1978: hired Nicole Farhi as designer. 1983: Introduced Nicole Farhi label. 1997: launched " fcuk " marketing campaign in Britain. 1999: Debuted same campaign in U.S. Late 1990’s and early 2000’s: expanded into lifestyle products through licensing. 2000: Created first television/cinema advertising. 2000: Acquired mail order company, Toast. 2001: Opened San Francisco-based U.S. flagship, its 50th U.S. Store. Fashion is our Business 9

10. FINANCIAL HIGHLIGHTS As on 31 st July 2015 Group revenue of £75.8m, down 9.8% on reduced retail store portfolio Gross margin 45.5% Operating expenses £45.3m Other operating income £3.0m Loss before tax £(7.9)m Closing net cash £15.0m Fashion is our Business 10

11. OTHER BRANDS OF FRENCH CONNECTION TOAST : a range of beautifully crafted ladies' and men's clothing and unique home-ware , available on-line, in selected John Lewis stores and through branded high-street stores . Great Plains: a fashion basics range designed in-house and supplied through wholesale to multi-brand retailers and available on-line mainly in the UK. YMC: a fledgling, edgy, contemporary fashion brand for men and women with two stores in London, a growing wholesale base and available on-line. 11 Fashion is our Business

12. TARGET CUSTOMER Mostly they target men and women typically aged 18-35 Fashion clothing, accessories and home-ware for men, women, and children. Each brand targets a different audience and has achieved high levels of recognition for style and design reflecting the creative passion and skill poured into the design and manufacture of their products. 12 Fashion is our Business

13. CORE PRODUCTS IN UK Women’s clothing, men’s and children’s clothing Home-ware Shoes, bags, watches, perfume, jewellery, sunglasses In USA, Canada, Australia, Japan and India Women’s clothing and men’s clothing Shoes, bags, watches, perfume, jewellery, sunglasses 13 Fashion is our Business

14. MANUFACTURING AND DISTRIBUTION The Group has used third party manufacturing facilities around the world for over thirty years. The main countries where manufacturing takes place are China, India and Turkey. They design, produce and distribute branded fashion clothing and home-ware from their business premises in London, New York, Paris, Dusseldorf, Hong Kong and Toronto. 14 Fashion is our Business

15. TYPES OF RETAILING They operate retail stores and concessions in the UK, Europe, US and Canada. They also operate ecommerce channels in the UK, Europe, North America and now in India as well. Departmental stores, Airport retailing and exclusive brand stores They have sale at wholesale through their showrooms in London, New York, Paris, Dusseldorf and Hong Kong to selected customers operating department stores, multi-brand fashion stores or ecommerce sites around the world. Granted franchises and licences to quality retailers allowing them to operate French Connection branded retail stores in Europe, the Middle East, Asia and Australia. 15 Fashion is our Business

16. TYPE OF OWNERSHIP Corporate chains Franchisee 16 Fashion is our Business

17. STRATEGY The key to French Connections success continues to be the combination of exceptional clothes at the forefront of design, affordable prices, clever merchandising and sound business practice . the brands strength lies in balancing new and exciting ideas with the basic promise of quality and affordability, established when the company was founded. 17 Fashion is our Business

18. THEIR TOP COMPETITORS ZARA ASOS TOPSHOP Fashion is our Business 18

19. VM HEAD TURNING WINDOWS The French Connection windows are crucial to the branding of their product; they reflect their pioneering imaginative design and irreverent attitude. The windows reflect all that's best about the brand, its attitude and style whilst acting as a showcase for the collection. 19 Fashion is our Business

20. FRENCH CONNECTION IN INDIA Launched French Connection (FCUK) in 2008. Developed and launched a dedicated E-commerce site for India in 2013 ( www.frenchconnection.in ). Retail through leading third party E-commerce channels including Amazon.in , Myntra.com, Jabong.com, among others . Their are 74 stores including all exclusive brand store, multi brand stores, and departmental stores where clothing of French connection are available 20 Fashion is our Business

21. FRENCH CONNECTION IN INDIA Their are 74 stores where we can get men’s and women’s clothing and other products. 21 Fashion is our Business FRENCH CONNECTION STORE, Alpha one mall, Ahmedabad

22. BIBLIOGRAPHY [1]“ fibretofashion ,” [Online]. Available: http://fashiongear.fibre2fashion.com/brand-story/frenchconnection/aims.asp. [Accessed 01 02 2016]. [2]“bbc.com,” bbc , 14 04 2014. [Online]. Available: http://www.bbc.com/news/business-27018546. [Accessed 01 02 2016]. [3]“frenchconnection.com,” [Online]. Available: http://www.frenchconnection.com/content/investor-relations/fashion-our-business.htm. [Accessed 01 02 2016]. [4]“the telegraph,” [Online]. Available: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10392295/Zigzag-pattern-that-is-French-Connection.html. [Accessed 01 02 2016]. [5]“the jc ,” 1 03 2012. [Online]. Available: http://www.thejc.com/business/business-features/64342/mr-french-connection-mean. [Accessed 02 02 2016]. [6]S. MILLS, “ dailymail ,” [Online]. Available: http://www.dailymail.co.uk/femail/article-5686/The-man-FCUK.html#axzz2K7BQtvUF. [Accessed 02 02 2016].     22 Fashion is our Business

23. THANK YOU 23 Fashion is our Business