FCUK Case Study

Another brand which makes use of humour in its advertising and marketing is high end chain French Connection. 

The cult logo FCUK is derived from the acronym of the company that was used on internal memos and administrative work. It was then adopted as a campaign tool for the brand due to its similarity to the f-word by Trevor Beattie, (The Guardian, 2005). Although controversial, FCUK was intended as a campaign yet went on to become a brand in itself;

"Advertising plays a key part of French Connections’ competitive strategy and has been credited with transforming FCUK into a formidable global force.  The use of catchy yet controversial advertising has given them international brand recognition.  Where once the brand name was known as a relatively small British fashion retailer, now it has become known as an international brand phenomenon." (Carroll and Fitzek et al., 2004)


This case study looks at French Connection and particularly focuses on the FCUK identity they have established. The campaign aimed to either shock or amuse consumers.  The  identity it has proved successful as a marketing tool. It clearly and concisely demonstrates the personality of French Connection; edgy with an attitude. The FCUK logo has become an icon in society, whether consumer's found it shocking or amusing, the majority of people know who it represents. The statement "fcuk fashion" positions French Connection in the eye of the consumer who thinks they are above fashion and its status. Ironically, FCUK is one of the most recognised brands in the world. 

Brands represent the ideals of a company. Although FCUK stood for the rebellious side of French Connection, 

"...the FCUK brand identity and what its essence is much more vague.  The brand is just a crass expletive, popular on T-Shirts and nothing else.   Apart from instant brand recognition, when the brand is stretched onto these other product categories, what other brand values and association will be transferred?" (Carroll and Fitzek et al., 2004)

Consumers buy branded goods they want to be associated with. Despite the successful of FCUK and the notoriety that surrounds it, the brand itself stands for very little. Companies often base their brands on desirable, long standing values.

"Their T-shirts with some sexually lewd double entendre slogan on it became hip and de rigueur.  However the concept may now have lost its appeal and fashion status. Becoming seen as tired and tacky."

Memorable as FCUK is as a brand, the idea itself has a very limited shelf life. It has become associated with "lad" culture and is not considered incredibly sophisticated

the Guardian.

Who the FCUK is Trevor Beattie?

In-text: (the Guardian, 2005)

Bibliography: the Guardian. 2005. Who the FCUK is Trevor Beattie?. [online] Available at: http://www.theguardian.com/media/2005/may/05/comment [Accessed: 20 Jan 2014].

Carroll, C., Fitzek, L. and Kennealy, R.

“FCUK it - there go our customers” – Troubles ahead for retailer French Connection?

In-text: (Carroll and Fitzek et al., 2004)

Bibliography: Carroll, C., Fitzek, L. and Kennealy, R. 2004. “FCUK it - there go our customers” – Troubles ahead for retailer French Connection?. [case study].