FCUK Problems Lie with Clothes not Branding

Fashion chain French Connection has scotched rumours that it is about to ditch its FCUK logo despite issuing a profits warning after poor autumn trading.

The group said it had no plans to axe the branding after saying it expected full year pre-tax profits to fall 15pc following a disappointing take-up of its winter clothing offer.

Speculation about the future of the FCUK brand has been rife recently, with one market watcher reportedly describing it as "tired and tacky".

But French Connection operations director Neil Williams said the group believed its problems lay in the appeal of its clothing, rather than its branding.

"We don't fundamentally think this is a brand thing - it's more to do with the fashion product range."

The company attributed an 18pc fall in like-for-like sales in the UK and continental Europe in the three months since August to issues with the make-up of its winter clothing ranges, which it described as "not sufficiently attractive".

An improvement in the sales trend during the remainder of the season was unlikely, the group said in a trading update.