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French Connection (also known as FCUK) is a UK-based global retailer and wholesaler of fashion clothing and accessories. Founded in 1972 by Chief Executive Stephen Marks it is based in London and its parent company, French Connection Group plc, is listed on the London Stock Exchange.^[2]

French Connection

Distribution [link]

French Connection distributes its branded products through a network of owned stores in the UK, US and Canada, through franchised stores in major markets around the world (Australia, Hong Kong, China, India), through concessions in department stores in the UK and also sells its products to other multi-brand retailers. French Connection also has a variety of licensed products,^[3] including eye glasses, sunglasses, toiletries, shoes, jewellery and watches, which are sold through both their own stores and specialist retailers (e.g. Boots and SpecSavers).

Controversial Branding [link]

French Connection (FCUK) [link]

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French Connection store in Covent Garden, London

Having been successful in the fashion business since the early 1970's, in 1997,^[4] French Connection began using the branding "fcuk" (usually written in lowercase) in advertising. Reportedly, the first use of the acronym was on faxes was sent between their Hong Kong and London offeces, headed "FCHK to FCUK".^[5] Although purportedly an acronym for French Connection United Kingdom, its similarity to the word "fuck" caused controversy.^[4]

French Connection exploited the controversy of the branding, producing an extremely popular range of t-shirts with messages such as "fcuk fashion", "hot as fcuk", "too busy to fcuk", etc. There were also a number of regionally specific messages, such as "fondle constantly until knackered" (in the UK), "fcuk in hull" and "no fcukin worries" (in Australia).

In 2001, during the introduction of French Connection in San Francisco, large banners hung on the front of the newly opened store saying "San Francisco's first fcuk."[1]

The success of the branding in raising French Connection's profile also caused others to use similar tactics. French Connection launched a trademark infringement case in the London High Court challenging the owner of "First Consultants UK Ltd", a computer company, over its use of the "fcuk" acronym. It was proven in the case the Internet Domain fcuk.com was registered prior to French Connection applying for the UK Trademark and its claim for passing off was dismissed. Mr Justice Rattee refused to grant an injunction, describing French Connection's use of the acronym as "a tasteless and obnoxious campaign."^[6][7]

A fcuk store in Toronto, Canada.

The company also threatened legal action against the political youth organisation Conservative Future, which had briefly adopted the spoof abbreviation "cfuk" (short for "Conservative Future UK").^[8]

Another judge reportedly expelled a potential juror from his courtroom for wearing one of the "fcuk" range of T-shirts, saying that the "mis-spelt Anglo Saxon word" was a distraction and did not dignify the court proceedings.^[9]

Following a number of complaints about advertising campaigns using the acronym, the UK's Advertising Standards Authority requested that the company submit all poster campaigns for approval before running them.^[4]

The "fcuk" brand has also been controversial in the United States. The American Family Association urged a boycott of fcuk products ^[10] and Bloomingdales removed "fcuk" branded products from their shops.

The effect of the controversial logo eventually wore off and French Connection stopped using the acronym in advertising in 2005 and reduced its profile in its shops. However it is still used on certain menswear products and in-store branding. Despite this lowering of the profile, French Connection remains known as "fcuk", particularly by the UK press.

References [link]

External links [link]

• Official website UK
• Official website US