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Stephen Marks mulls French Connection sale


French Connection should be an upper middle/lower premium brand as many of the traditional 'middle market' Indies had traded up - But FC lacked a clear strategy and got lost for consumer and retailer alike. For example, you never have £20 logo tees with £350 coats, but the brand was trying to please too many people in different market levels and became confused. It therefore became a difficult forward buy for a retailer because the brand was being dragged down due to its cheap, logo heavy past (at least on the mens side), so selling its more Premium sophisticated products to move the brand in the direction it needed to be as the consumer was not willing to invest it what it saw as a cheap-ish brand. Yet another case of where a brand needed a clear and defined strategy of who it was and where it wanted to be, but consistently lacked direction when it needed it most.

Posted date

8 October 2018

Posted time

9:22 am