An improved image, but there is still work to be done to make this the finished article
There are two different French Connections. One is sophisticated and trend aware, the other is unruly and brusque. In this store you find understated fashion that includes a
beautiful heavyweight cotton/poly cardigan with leather buttons and leaf-print shirts in cotton lawn. But in the midst of all of this are printed T-shirts with the FCUK logo shouting out.
There is something quite calm about the menswear department. The merchandising is strong, product densities are more boutique than high street multiple and items work well next to each other. Staff were helpful and one assistant was very concerned that Drapers was not trying anything on.
French Connection was once overpriced when the retailer was struggling to find its positioning on the high street. While its pricing structure hasn’t changed much, its image has improved to match the cost-to-value ratio - though the £25 T-shirts still challenge this attempt to shift brand perception. The heavy navy cardigan is £50, the same price as a wool jacket. Check shirts are £35 as are the leaf-print lawn shirts, while polo shirts are £25.
‘French Connection has some good stuff occasionally but it’s not consistent. The window displays aren’t appealing enough’
Byron McNally, actor, 21