FRENCH CONNECTION

By: Harshita Mathur

ORIGIN

French Connection was started in London by Stephen Marks in 1969.

Women’s wear.

Favorite movie “French Connection”.

Nicole Farhi

Region Location Territories Retail

operations

Wholesale

customers

Brands

UK/

Europe

London

Paris

UK,

Ireland,

Europe

Retail stores

and

concessions,

 

e-commerce

Department stores,

multi-brand stores,

franchise operators.

French

Connection, , Toast,

YMC.

North

America

New York USA Retail

stores, e-

commerce

Department stores,

multi-brand stores.

French Connection,

YMC.

Toronto Canada Retail

stores, e-

commerce

Multi-brand stores. French Connection.

Rest of

World

Retail stores

and

concessions

through joint

ventures

French Connection.

Australia,

Asia, South

Africa etc.

Brand licensees,

department stores

French Connection.

PHYSICAL PRESENCE

  2008 2009 2010 2011

Turnover (in millions)

236.1

213.6 215.5 117.8

Turnover profits (in millions)

124.2

109.2 110.5 63.8

SALES TURNOVER

SWOT ANALYSIS

TARGET CUSTOMERS

SCALE MATERIALISM

Product Price Place Promotion

FCUK Women’s wear, men’s wear, kids wear, Innerwear, Bags Footwear, Make-up Toiletries Condoms, Alcoholic drinks,Eyewear , Radio, Jewellery, Watches,

Value pricingGenerally fairly priced.Basic shirt: Rs. 1500Dress: Rs 4500Trouser: Rs 3500Coats: Rs. 13000

More than 200 franchised outlets in 20 different coRetail outlets :Franchise Mail orderConcession stores InternetBrand licensing

Social networking sites, YouTique, Co-branding, FCUK campaign

DKNY Women’s wear, Menswear, Fragrance, Home furnishings, Footwear, Bags,Watches, Eyewear, Hats, Scarves, Belts, Jewellery

Shirts:Rs.2000Dress: Rs.5500Trouser: Rs 4000Coats: Rs 15000

Around 1000 stores across the globe.

CelebrityEndorsements, Magazines, online, sponsorship

CK Women’s wear, men’s wear, sports wear, innerwear, accessories, footwear, swimwear, eyewear, fragrances, home furnishings

Shirts: Rs.3000Dress: Rs. 6000Trouser: Rs.5500Coats: Rs. 20000

1500 stores across the globe

CelebrityEndorsementsT.V. Ads, Magazines, online

DIESEL Menswear, Women’s Wear,Kids wear, Innerwear, Footwear , Bags, Watches, Bicycle, HelmetFragrance,Home furnishings, Jewellery,

Shirts: Rs.8000Dress: Rs. 9500 Coats: Rs. 60000

5,000 global outlets

CelebrityEndorsements, magazines and social sites

MERCHANDISE MIX

High Price

Low Price

Formal Casual

FCUK

Calvin Klein

Diesel

DKNY

PERCEPTUAL MAPPING

LINE DIAGRAM

“I Am” marketing campaign.

It is planning to expand business in

Russia and Hungary

Accessories and fragrance

Alcoholic drinks, condoms,

radio.

IGOR-ANSOFF MODEL

Existing New

Existing

New

MARKET

PRODUCT

High Medium Low

HighPremium Strategy

High Value

FCUKSuper Value

MediumOverchargin

gMedium Value

Good Value

Low Rip OffFalse

Economy Economy

PRICE QUALITY POSTIONING

Price

w

Stock Room Fitting RoomFitting Room

Sh

elf(W)

Walle

ts &

B

ag

s

Display Window

Display Window

Fixture Fixture

Mirror

Shelf(M)

Fixture

(M)

Shelf(W)

Fixture

(W)

Fix

tur

e(M

)

Innerwear

Entrance

Women’s New ArrivalsM

en’s

New

Arr

ival

s

10 foot 22 fo

ot

STORE LAYOUT

REFERENCES

http://www.coursework4you.co.uk/essays-and-dissertations/marketing-mix.php

http://reviewessays.com/print/Swot-Analysis-Fcuk/12644.html

http://www.ciber.com.au/ciber/casestudies/fcuk.cfm

http://www.marketingweek.co.uk/blogs/how-french-connection-reversed-its-fortunes-with-new-ad-styles/3030355.article