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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Isobel Boots-Taylor
Jemima Patterson
Sarah Poore
Maya Lomas
Hyunji Cha (Evelynn)
Grace Samuel
Ariana Lui

Keywords

  • Sustainability
  • Refocus image
  • Digital innovation

Summary

After launching in 1972, French Connection has become a loved brand by many worldwide. In the UK specifically, the brand reached its peak in popularity with its FCUK campaign, which caused controversy and wide recognition. However, financial turbulence, and the impacts of the Covid-19 pandemic, has caused a loss of consumer interest and confusion in brand image due to various ownerships. Therefore, this project proposes how French Connection can restore market position and beat competitors by using the latest technologies and ethical practices to become more relevant to consumers with a uniform brand identity.