Brand History

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BRAND HISTORY

Brand History

Founded in 1972 by Stephen Marks, French Connection set out to create well-designed fashionable clothing that appealed to a broad market.

The abbreviation FCUK was born after Trevor Beattie visited the French Connection offices and noticed the abbreviation FCHK on an internal memo, standing for French Connection Hong Kong. From this, Beattie suggested the brand use FCUK, standing for French Connection United Kingdom.

In the spring of ’97 a controversial ad campaign featuring the simple line ‘fcuk fashion’ hit the headlines becoming a universally recognised great fashion moment. Having established a strong core clothing business through unique design and a true sense of style, the company expanded its portfolio into new and exciting areas including men’s and women’s toiletries, sunglasses and opticals, watches, footwear and a growing range of furniture and home accessories.

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ABOUT US

About Us

French Connection is a design led British brand, creating distinctive products across womenswear, menswear, accessories and home for the modern lifestyle. The brand distributes globally through retail stores, e-commerce, wholesale and licensing channels and is committed to offering a premium experience, ensuring the customer is at the heart of the business.

Since its creation in 1972, French Connection has enthused a passion for design and continues to deliver timeless affordable quality. Innovation remains at the core of the brand and all designs are created and developed from the head office in Camden, London.

French Connection encourages a dynamic company culture. Employees work collaboratively and proudly represent the brand. The bold personality of French Connection continues to push boundaries globally, through impactful advertising campaigns and by supporting emerging talent.

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OUR STORES

Our Stores

French Connection stores are an extension of the brand aesthetic. Clean, minimalist design that is sensitive to each unique location; enhancing and complementing the product offering.

All elements, including staff and store design, work together to create a shopping experience which best reflects the French Connection brand. Visual merchandising is integral to all store layouts, creating a display that draws the customer’s attention without overpowering the product.

A neutral palette with large graphics form the optimum background for the clear and white furniture displaying the product. The unique hanging fixtures are a subtle nod to the elegant industrial style of French Connection homeware.

The French Connection windows are crucial to the branding of our product; they reflect our pioneering imaginative design and irreverent attitude. The windows reflect all that's best about the brand, its attitude and style whilst acting as a showcase for the collection.

Throughout the season, windows work in conjunction with the ever-evolving fashion collections and the advertising campaign, interpreting the themes into award winning window displays. These themes are implemented globally across the brand showcasing a consistent brand message from London to New York to Sydney

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OUR FOOTPRINT

Our Footprint

From London to LA; French Connection prides itself on being a major fashion player in the global area. The French Connection Flagship is situated on Oxford Street, in the heart of the capital city’s ultimate shopping destination.

Although French Connection’s roots are firmly placed in British soil, the brand has a very strong Global presence within key international territories: the Americas, Europe, Asia, Middle East, Oceania.

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OUR ADVERTISING & MARKETING

Our Advertising & Marketing

A simple advertising campaign launched French Connection onto the British High Street in the spring of ‘97 and has since evolved to personify the casual wear offering of the brand. The controversial ad campaign featuring the simple line ‘fcuk fashion’ hit the headlines and when ‘fcuk advertising’ followed hot on its heels the attitude of the brand was established. We never fail to keep the brand exciting and original, pushing boundaries and always making a statement.

French Connection.com embodies all the characteristics of the brand. Showcasing the season’s latest pieces through unique, high quality photography and video. Always ahead of the curve, French Connection were among the first premium retailers to launch a website and since its launch frenchconnection.com has remained at the forefront of the e-tail experience. Online, on mobile and in store, our customers can access and interact with the brand anytime. A responsively designed website ensures the customers enjoy a seamless experience no maker the device.

Building on the brands British Heritage and international presence, key advertising initiatives promote and support the iconic French Connection brand worldwide. Seasonal campaigns are supported with a mix of traditional print advertising in a selection of style publications including Vogue, i-D and Wonderland, alongside key weekly and monthly fashion titles; Stylist, Elle, GQ, Glamour. In addtion to print media, OOH activity supports and extends the campaign reach. Traditional print billboards and digital screens showcase the brand campaigns. This includes high footfall locations including London Underground stations, key commuter visual spaces and retail landmarks.

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Our Advertising & Marketing
Our Advertising & Marketing
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