91523615 french connection
TRANSCRIPT
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FRENCH CONNECTION
By: Harshita Mathur
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ORIGIN
French Connection was started in London by Stephen Marks in 1969.
Women’s wear.
Favorite movie “French Connection”.
Nicole Farhi
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Region Location Territories Retail
operations
Wholesale
customers
Brands
UK/
Europe
London
Paris
UK,
Ireland,
Europe
Retail stores
and
concessions,
e-commerce
Department stores,
multi-brand stores,
franchise operators.
French
Connection, , Toast,
YMC.
North
America
New York USA Retail
stores, e-
commerce
Department stores,
multi-brand stores.
French Connection,
YMC.
Toronto Canada Retail
stores, e-
commerce
Multi-brand stores. French Connection.
Rest of
World
Retail stores
and
concessions
through joint
ventures
French Connection.
Australia,
Asia, South
Africa etc.
Brand licensees,
department stores
French Connection.
PHYSICAL PRESENCE
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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
SALES TURNOVER
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SWOT ANALYSIS
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TARGET CUSTOMERS
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SCALE MATERIALISM
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Product Price Place Promotion
FCUK Women’s wear, men’s wear, kids wear, Innerwear, Bags Footwear, Make-up Toiletries Condoms, Alcoholic drinks,Eyewear , Radio, Jewellery, Watches,
Value pricingGenerally fairly priced.Basic shirt: Rs. 1500Dress: Rs 4500Trouser: Rs 3500Coats: Rs. 13000
More than 200 franchised outlets in 20 different coRetail outlets :Franchise Mail orderConcession stores InternetBrand licensing
Social networking sites, YouTique, Co-branding, FCUK campaign
DKNY Women’s wear, Menswear, Fragrance, Home furnishings, Footwear, Bags,Watches, Eyewear, Hats, Scarves, Belts, Jewellery
Shirts:Rs.2000Dress: Rs.5500Trouser: Rs 4000Coats: Rs 15000
Around 1000 stores across the globe.
CelebrityEndorsements, Magazines, online, sponsorship
CK Women’s wear, men’s wear, sports wear, innerwear, accessories, footwear, swimwear, eyewear, fragrances, home furnishings
Shirts: Rs.3000Dress: Rs. 6000Trouser: Rs.5500Coats: Rs. 20000
1500 stores across the globe
CelebrityEndorsementsT.V. Ads, Magazines, online
DIESEL Menswear, Women’s Wear,Kids wear, Innerwear, Footwear , Bags, Watches, Bicycle, HelmetFragrance,Home furnishings, Jewellery,
Shirts: Rs.8000Dress: Rs. 9500 Coats: Rs. 60000
5,000 global outlets
CelebrityEndorsements, magazines and social sites
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MERCHANDISE MIX
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High Price
Low Price
Formal Casual
FCUK
Calvin Klein
Diesel
DKNY
PERCEPTUAL MAPPING
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LINE DIAGRAM
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“I Am” marketing campaign.
It is planning to expand business in
Russia and Hungary
Accessories and fragrance
Alcoholic drinks, condoms,
radio.
IGOR-ANSOFF MODEL
Existing New
Existing
New
MARKET
PRODUCT
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High Medium Low
HighPremium Strategy
High Value
FCUKSuper Value
MediumOverchargin
gMedium Value
Good Value
Low Rip OffFalse
Economy Economy
PRICE QUALITY POSTIONING
Price
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w
Stock Room Fitting RoomFitting Room
Sh
elf(W)
Walle
ts &
B
ag
s
Display Window
Display Window
Fixture Fixture
Mirror
Shelf(M)
Fixture
(M)
Shelf(W)
Fixture
(W)
Fix
tur
e(M
)
Innerwear
Entrance
Women’s New ArrivalsM
en’s
New
Arr
ival
s
10 foot 22 fo
ot
STORE LAYOUT
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REFERENCES
http://www.coursework4you.co.uk/essays-and-dissertations/marketing-mix.php
http://reviewessays.com/print/Swot-Analysis-Fcuk/12644.html
http://www.ciber.com.au/ciber/casestudies/fcuk.cfm
http://www.marketingweek.co.uk/blogs/how-french-connection-reversed-its-fortunes-with-new-ad-styles/3030355.article