Newspaper article The Evening Standard (London, England)

'Tired and Tacky' Brand Is Too Pricey; COMMENTARY

Newspaper article The Evening Standard (London, England)

'Tired and Tacky' Brand Is Too Pricey; COMMENTARY

Article excerpt

Byline: DAVID HAYES

FASHION, by definition, is about change: stick with the same idea for almost a decade and you have to face being in and out of style at least a couple of times. Base business success on that one idea and you are certainly going to run in to trouble.

So it is no surprise that French Connection is facing a backlash against its admittedly "tired and tacky" fcuk brand. It must have seemed like a great idea to Stephen Marks back in 1997 when the "witty" play on the company's initials was dreamt up.

After all, it was the era of Cool Britannia, lad culture and Loaded magazine. Overnight Marks changed the perception of French Connection from a mid-priced high-street fashion brand - one that actually delivered well-made, key fashion items - to a brand based on jeans and those slogan T-shirts that earned him a press cuttings book full of appalled headlines from Middle England's favourite tabloids. Though the fcuk logo is admittedly long past its sell-by date, it is not the only problem that has beset the once high-achieving label. …

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