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French Connection, once a staple of the British high street, has been trying to reclaim its territory from fashion-forward rivals ever since its FCUK heyday in the 1990s, when consumers flocked to T-shirts emblazoned with the subversive initials. It has issued a series of profit warnings, and was briefly threatened with liquidation in 2021 amid declining consumer demand for its logo-adorned clothing ranges, as well as competition in the premium clothing market.
But it managed to find a buyer last year, and has been on a journey of recovery ever since. With keener prices, a strong wholesale business and international expansion plans, it is hoping to carve out its own territory on the high street once again.
Simon Donoghue, director of direct to consumer and group communications at the brand, believes it can do that by focusing on classic product with a twist of fashion. He points to its menswear line, which includes cashmere knits and checked shirts. The business also stocks the upscale womenswear line Great Plains and contemporary menswear label YMC, as examples of its more fashion-forward collections.Looking More The french connection keep in touch
He is confident the brand can make a comeback, but admits that the turnaround will be tough. He warns against complacency, particularly given rising inflation and rising costs of living that are putting pressure on both consumers and businesses. He says he is addressing the issue by reducing energy use across the stores and ensuring its products are competitively priced. This will help to offset higher shipping and production costs.
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