Saturday, May 4, 2019

Fashion Brand - FCUK Assignment Example | Topics and Well Written Essays - 2000 words

Fashion check - FCUK - Assignment ExampleThe paper Fashion Brand - FCUK discusses the cause of FCUKs current financial crisis and propose methods that can help the order re-strategise their branding and commercialise position. french Connection or popularly known as FCUK is a fashion-led clothing retailer and contact business that was founded and based in the United Kingdom. Its retail and whole barter 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 overly 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 in the end made its mark in the fashion industry by introducing fashionable clothes at real affordable prices catering primarily to the middle-market customers with ages ranging from 18 to 35 yrs old (News, 2006). For so many years, FCUK impart managed to put up a competitive brand against its High thoroughfare counterparts however, just recently, FCUK had been continuously subject noniceable decline in its sales and profits. There were actually several reasons. behind this high derangement for the companys revenues, primarily it is due to the soaring up of its prices which seems to have become quite expensive for their High Street cigaret market to afford another reason would be the companys effort of changing its image - move to level it with competitors of bigger labels in an attempt to improve its market share and position thus resulting to price 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 SituationSince 2002, FCUKs one-year reports on its sales and profits all over the world have been progressing positively it only center 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 Stateme nt French Connection Group PLC, 2006).The problem of these declining figures originated mainly from a range of smaller problems that the company must ensconce 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

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