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FRENCH CONNECTION

By: Harshita Mathur

ORIGIN
French Connection was started in London by Stephen Marks in 1969. Womens wear. Favorite movie French Connection. Nicole Farhi

PHYSICAL PRESENCE
Region Location Territories Retail operations UK/ Europe London Paris UK, Ireland, Europe Retail stores and concessions, e-commerce Department stores, multi-brand stores, franchise operators. French Connection, , Toast, YMC. Wholesale customers Brands

North America New York

USA

Retail stores, e- Department stores, commerce multi-brand stores.

French Connection, YMC. French Connection.

Toronto

Canada

Retail stores, e- Multi-brand stores. commerce

Rest of World

Retail stores and concessions through joint ventures Australia, Asia, South Africa etc. Brand licensees, department stores

French Connection.

French Connection.

SALES TURNOVER
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

SWOT ANALYSIS
Strength
Advertising campaign Customization Quality and Design Company performance in 2009 Advertising in India

Weakness

Opportunity Indian Market

Threat

Competitors

TARGET CUSTOMERS

Fashion-oriented upper end of the Demographics mass market typically aged 18 35.

Image Nightclubs Psychographics Lifestyle magazine

SCALE MATERIALISM

Product

Price

Place

Promotion

FCUK

Womens wear, mens wear, kids wear, Innerwear, Bags Footwear, Make-up Toiletries Condoms, Alcoholic drinks, Eyewear , Radio, Jewellery, Watches,

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

More than 200 franchised outlets in 20 different coRetail outlets : Franchise Mail order Concession stores Internet Brand licensing Around 1000 stores across the globe.

Social networking sites, YouTique, Cobranding, FCUK campaign

DKNY

Womens wear, Menswear, Fragrance, Home furnishings, Footwear, Bags, Watches, Eyewear, Hats, Scarves, Belts, Jewellery Womens wear, mens wear, sports wear, innerwear, accessories, footwear, swimwear, eyewear, fragrances, home furnishings Menswear, Womens Wear, Kids wear, Innerwear, Footwear , Bags, Watches, Bicycle, Helmet Fragrance, Home furnishings, Jewellery,

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

Celebrity Endorsements, Magazines, online, sponsorship

CK

Shirts: Rs.3000 Dress: Rs. 6000 Trouser: Rs.5500 Coats: Rs. 20000 Shirts: Rs.8000 Dress: Rs. 9500 Coats: Rs. 60000

1500 stores across the globe

Celebrity Endorsements T.V. Ads, Magazines, online Celebrity Endorsements, magazines and social sites

DIESEL

5,000 global outlets

MERCHANDISE MIX
Hooded Jackets Mens Cardigan (buttoned)

Fads

Single piece dress Fashion Poncho Jumper

Check Shirt Classic Solid Colored Polo

PERCEPTUAL MAPPING
High Price
Diesel DKNY

Calvin Klein
FCUK

Formal

Casual

Low Price

LINE DIAGRAM

IGOR-ANSOFF MODEL
MARKET Existing New

Existing P R O D U C T

I Am marketing campaign.

It is planning to expand business in Russia and Hungary

New

Accessories and fragrance

Alcoholic drinks, condoms, radio.

PRICE QUALITY POSTIONING Price


High Medium High Value High Premium Strategy Low

Q u a l i t y

FCUK

Super Value

Medium

Overcharging

Medium Value

Good Value

Low

Rip Off

False Economy

Economy

STORE LAYOUT
Shelf(W) Stock Room Fitting Room Fitting Room Fixture Fixture Womens New Arrivals Shelf(W) Mens New Arrivals
Fixture (W)

Shelf

Fixture

Inner wear Cash Counter 22 foot

Wallets & Bags

Shelf

Fixture

Fixture (M)

Fixture (M)

Mirror

10 foot

Shelf

Fixture

Fixture(M)

Shelf

Fixture (M) Fixture

Shelf(M)

Display Window

Entrance

Display Window

REFERENCES
http://www.coursework4you.co.uk/essays-and-

dissertations/marketing-mix.php http://reviewessays.com/print/Swot-AnalysisFcuk/12644.html http://www.ciber.com.au/ciber/casestudies/fcuk. cfm http://www.marketingweek.co.uk/blogs/howfrench-connection-reversed-its-fortunes-withnew-ad-styles/3030355.article