SARAH COLLINS - DESIGNER

KATE CHILDS - BUYER

JASMINE BROUGH - VISUAL MERCHANDISER

HAYLEY 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

River Island

Zara

ASOS (online)

Arcadia H&M

Primark

Matalan

NewLook

M&S

Bhs

Next

Warehouse

Urban Outfitters

FrenchConnection

Peacocks

TKMaxx

Reiss

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.”

PRODUCT RANGE

•Womens, mens and childrens

• Outerwear, dresses, shoes, accessories etc.

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.

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.

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

PRICE POINTS & FINANCE

• Financial performance- annual report

• Pricing strategy & Price points

• Competitor pricing

• Price range (v’s quality)

COMPETITORS’ PRICING

Lace dressFrench Connection: £165

Topshop: £80Reiss: £225

Skinny jeanFrench Connection: £77

Topshop: £40Reiss: £79

Basic cardiganFrench Connection: £50

Topshop: £28Reiss: £89

Black court shoeFrench Connection: £85

Topshop: £62Reiss: £149

STYLING

• Mostly formalwear

• Some casual ranges for both men and women

• Organised in store into styles/stories

VISUAL MERCHANDISINGWindow Displays & In store displays- French Connection, 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, jeans, 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/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

THANKS FOR LISTENING!Any Questions?