StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Fashion Brand - FCUK - Assignment Example

Nobody downloaded yet
The paper "Fashion Brand - FCUK" discusses the cause of FCUK’s current financial crisis and propose methods that can help the company re-strategise their branding and market position. French Connection or popularly known as ‘FCUK’ is a fashion-led clothing retailer and wholesaler business that was founded and based in the United Kingdom. Its retail and wholesale business operates mainly in the UK, in other parts of Europe, in the U.S., and other licensed stores around the world carrying several products such as its own French Connection/FCUK brand, a designer label called Nicole Farhi, a popular UK whole sale brand called Great Plains, and the mail-order business known as Toast. Aside from their clothing lines, French Connection has also expanded its product range by producing what they call ‘complimentary products’ to their fashion collections. These complimentary products are in the form of eyewears and various fragrances. The company was founded in 1972 by its current chairman and chief executive Stephen Marks. FCUK had eventually made its mark in the fashion industry by introducing fashionable clothes at very affordable prices catering primarily to the middle-market customers with ages ranging from 18 to 35 years old (News, 2006). For so many years, FCUK have managed to put up a competitive brand against its High Street counterparts; however, just recently, FCUK had been continuously incurring noticeable decline in its sales and profits. There were actually several reasons. behind this high turnover for the company's revenues, primarily it is due to the soaring up of its prices which seems to have become quite expensive for their High Street target market to afford; another reason would be the company's effort of changing its image - trying to level it with competitors of bigger labels in an attempt to improve its market share and position thus resulting to pricing themselves out of the High Street competition; and finally, the recent advertising tactics of the company simply did not made an impact to its target market, not only in Europe but in other parts of the world as well which even contributed to driving its customers away from the brand.




FCUK Current Situation
Since 2002, FCUK's annual reports on its sales and profits all over the world have been progressing positively; it only means that the company has been performing well on the High Street market competition. However, due to recent events, it would really be alarming to know that the company this year has been continuously issuing warnings to investors that profits would surely be lower than expected (News, 2006). French Connection has reported a substantial pre-tax loss of 3.6 million in the first half of the year which ended on the 31st of July 2006 compared with the 5.1 million pre-tax loss it incurred the previous year; group revenues had also fallen by 6% from the previous year to 112.2 million (Interim Statement French Connection Group PLC, 2006).
The problem of these declining figures originated mainly from a range of smaller problems that the company must resolve in order to hopefully gain back its losses in the future. It was found that one of the problems is that the company gravely needs to rethink of the prices it is setting on the range of their clothing lines in relation to their target market - which is ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Fashion Brand - FCUK Assignment Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from https://studentshare.net/visual-arts-film-studies/301318-fashion-brand-fcuk
(Fashion Brand - FCUK Assignment Example | Topics and Well Written Essays - 2000 Words)
https://studentshare.net/visual-arts-film-studies/301318-fashion-brand-fcuk.
“Fashion Brand - FCUK Assignment Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.net/visual-arts-film-studies/301318-fashion-brand-fcuk.
  • Cited: 0 times

Summary

The paper analyzes the French Connection United Kingdom fashion. For many decades now, (FCUK) has been one of the leading fashion brands in the UK’s High Street middle-market consumers and also in some other parts of Europe, the United States…
Fashion Brand - FCUK
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the assignment on your topic
"Fashion Brand - FCUK"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Brand Management
The most challenging part of this branding progression is to fulfill the promises, which are made with customers through advertisement and marketing. However, the technique of under-promising is an ideal one in these circumstances, which focuses on delivering more value in terms of price, quality and ease of use, than the customer expects.
6 pages (1500 words) Assignment
Brand management
It deals with defining the brand, strategies to position the brand in the market and delivering the brand. Brand management can be defined as the art of creating and maintaining the brand. A brand image differentiates the brand from its competitors. It also provides a reflection of the business.
8 pages (2000 words) Assignment
Brand management
In this case, BIG is an example of an organisation that serves s a case study for analyzing the extent to which business strategy can help in the realisation of performance target. Some of the aspects likeable about the experience are the perfect reward systems that Air Asia had introduced for customers.
4 pages (1000 words) Assignment
BRAND MANAGEMENT
The study also evaluated the role of the marketing mix in supporting the brand. Brand image is often defined as that group of characteristics and alliances that customers associate to the
8 pages (2000 words) Assignment
Brand Gap
Branding is a customer centric approach rather than product centric approach which actually means that marketers today need to
1 pages (250 words) Assignment
Brand management
In this regard, the business must always develop a good relationship with its public as a way of enhancing its brand in the market. Sony Corporation has greatly done much in enhancing its brand in the United
4 pages (1000 words) Assignment
Brand Integrity
The brand manager should be able to think through the maze of financial data and disturbing news and should be able to keep focus on the brand. The authors suggest that in case of a
2 pages (500 words) Assignment
Brand Positioning2
Subway and McDonalds are both renowned brands struggling to establish a niche in the market. Notably, McDonalds has existed or a long time and has
1 pages (250 words) Assignment
Consultancy report on a given company/brand competing in the high end fashion business (versace)
Three strategic alternatives are evaluated against strategic objectives derived from the analysis of Versace’s strategic capability. The strategic
12 pages (3000 words) Assignment
Brand management
Some organizations fail because of their inability to maintain their brand name as competition leads to its reputation. Others have successfully managed their brands and achieved their goals. It
4 pages (1000 words) Assignment
Comments (0)
Click to create a comment
Let us find you another Assignment on topic Fashion Brand - FCUK for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us