French Connection withdraws FCUK logo |
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Tue, 04 Oct 2005 00:35
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LONDON: Britain’s fashion retailer French Connection has decided to scale down the use of its famous brand, FCUK, after experiencing a drop in sales. FCUK, acronym for French Connection United Kingdom, has been mired in controversy ever since it was coined in 1997 and used in catchy and seemingly provocative advertisements of the company.
A spokesperson of the company said the company decided to tone down the brand and use it in a more subtle way. Logos are no longer prevalent in fashion collections and this is a response to the fact that the customers want something different, she said.
She, however, clarified the logo is interchangeable with French Connection as the company's name and will continue to exist and be used. FCUK is the creation of TBWA Advertising's boss Trevor Beattie.
Industry analysts said the company had kept the logo for too long, making it unfashionable and even tacky. The Advertising Standards Authority had on several occasions censured French Connection over the slogan’s use.
French Connection operates 74 stores internationally. The company said its like-for-like sales dropped 9 per cent in the first six months of the year, while profits dropped to 5.1 million from 16.2 million a year earlier.
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