If you walk into French Connection, awkwardly avoid eye contact with the salespeople, check out prices on a few cute but not $159-cute dresses, and then slink out, you're evidently not alone. The French Connection Group isn't doing well, and the FCUK shirts that were once so clever, but now just stale, aren't enough to save them. The company just announced plans to close all but 6 of its 23 U.S. stores and sell off the Nicole Farhi brand.
In fact, the trouble began with the FCUK campaign, which became a hit when it launched in 1997. French Connection executives didn't do a whole lot of thinking, at the time, beyond FCUK, even though — like so many gimmicks (the Geiko gecko, the creepy wind-up doll in Pristiq ads, any celebrity in a Proactiv commercial) — it was bound to get old sooner than later.
From The Wall Street Journal.
"At some point we became a little complacent," says Roy Naismith, French Connection's finance director. "With the FCUK branding itself, it was time to move on."
In 2006, after suffering significant sales declines, the company tried to win back shoppers with a controversial ad campaign featuring two women fighting viciously and then kissing. Though this sort of concept might sell beer to dudes who don't know that women who hate each other enough to physically fight never actually end up kissing, is not the kind of thing likely to convince many women to spend $150 on a sweet poplin dress.
The Journal calls French Connection's new campaign "the most far-reaching revamp of its brand in more than a decade." The film noir-inspired ads portray upscale ladies in cocktail dresses and classic trenches, plastered with phrases like "She is knowing we are looking," which leaves us to wonder if, in these dire times, they outsourced the copywriting to India.
Most Viewed Stories
Rob Kardashian and Blac Chyna Reportedly Broke Up
Donald Trump Spent the Morning After the Debate Fat-Shaming Miss Universe, Again
Hillary Clinton’s Sickest Debate Burns
Ask a Boss: My Co-worker Wants Everyone to Call Her Boyfriend Her ‘Master’!
It’s Finally Possible to Understand What Happened to Amanda Knox
2009 Called — It Wants Its Vogue-Versus-Bloggers Fight Back.
Former Miss Universe Becomes U.S. Citizen So She Can Vote Against Trump
22 Intimate Lost Photos of Marilyn Monroe
Area Woman Interrupted by Man 25 Times in 26 Minutes
Our Scowling Hero Breaks a Smile
From Our Partners
powered by PubExchange
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.