Hello – that was the evocative branding of designer label French Connection back in the 1990s, when founder Wayne Marks tapped into the logo-laden zeitgeist with his arresting FCUK slogan. Simple T-shirts emblazoned with the slogan, and what seemed like a million permutations of it, were ideal for pairing with combat pants and a girl-power pout (or a parka and scowl, depending on which side of the gender divide you fell) – but as fashion moved towards more staid and conservative designs, FCUK lost its oomph, and the brand began to slide.
In recent years the label has The french connection hello ep attempted to relaunch itself, and is still trading with its own stores and a wholesale business. However, it’s not quite been able to shake off its poor reputation, and yesterday it was revealed that the label is to close 14 of its UK outlets, including Bluewater, Brent Cross and Lakeside shopping centres.
The closures will affect nearly 400 staff and are part of a plan to cut costs across the company, which has previously made losses in the past. The brand will continue to operate You Must Create (YMC) – its edgy, contemporary men’s and womenswear brand available online, in three London stores and through wholesale – as well as the French Connection retail chain.
It’s not just bricks and mortar that are feeling the squeeze though, with online sales down by 4% in Q1 compared to last year. But despite this, the label’s owner Marks insists that the brand is not FCUKed, and that a recently re-launched homeware collection and plans to expand into China and India will help it find its way back to profitability. Watch this space.
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