FCUK Logo Falls Out of Fashion in Revamp

FRENCH Connection is to ditch its iconic FCUK slogan, it emerged yesterday as the troubled fashion house reported further financial problems.

The retailer, which has seen a 69 per cent fall in first-half profits, said it was moving away from the logo-heavy style of the controversial, but highly successful, branding campaign, which was launched in the mid-1990s.

Analysts said the company had suffered because it did not react quickly enough to changing fashions and pointed to concerns about its premium prices.

Stores have been forced to delay the introduction of winter stock because of left-over summer items, and the retailer admitted it was trying hard to persuade customers it had changed its image.

A spokeswoman said: "There's been a huge amount of focus on the logo products and that's something we are moving away from.

It's still part of our brand, our acronym, but it's not as dominant.

It was one of the things that brought the brand to highlight a few years ago, but we're redressing that balance."

The spokeswoman said the firm was still trying to convince customers of its new style, but would not go into details of how it was implementing this.