.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Monday, May 02, 2005

FCUK Fashion -- What a difference a name makes

Tired of being just another bottom feeder for the teen apparel market in the U.K., The French Connection took a bold stand. They changed their brand name to
FCUK. The inspiration for that change (so the story goes) was a fax sent from their newly opened French Connection office in Hong Kong that read "From FCHK to FCUK." The rest is branding history. No longer just a jeans maker, today, FCUK has evolved into a successful global lifestyle brand, selling everything from apparel and fragrances to house wares and eyeglass frames.
While we are on the subject, I should mention there's a little town in Austria named FU*KING. They are having a chronic problem with British and American tourists stealing their signs.
Click here to see an uncensored town sign in context

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