Stephen Marks, chairman of French Connection, said: "It is one of the best-selling things in the shops and we will continue using it."
French Connection's latest ad campaign breaks on September 20 and will focus on sending up advertisers. According to reports, the ads will make references to FCUK with self-referential phrases such as "Something beginning with F" and "Haven't you had enough influences for one day?". However, the campaign will be low-key and not make any other reference to the brand.
There will also be an "anti-ad" for television and cinema created by TBWA\London. It will show young people on a road-trip in the desert, with a voiceover asking: "Where do you think you're going?" Later, the one-minute spot asks: "You weren't influenced by the advert, were you?"
TBWA\London is pushing for the ad to be shown on the BBC as a short film because it ends with the line: "Don't you just hate being influenced by the great big offensive logo at the end?" before finishing with a blank screen.
The FCUK slogan has landed the company in plenty of trouble, with numerous complaints to the Advertising Standards Authority leading to the watchdog slapping a pre-vetting order on the company's creative output. For a two-year period French Connection's posters must be cleared before they are allowed to run.
Confirmation that French Connection will return to using FCUK comes as it releases its interim results for the six months to July with profits increasing from £13.4m to £15.1m on turnover that rose 5% to £128.2m
In the US, retail sales were up 15%, driven by like-for-like growth of 7.8%.
However, the retail group suffered poor trading during August and has reported a 9.5% fall in like-for-like sales.
Marks argued that the share price reaction masked strong interim results: "Although the business was weak, our margins and profits were both up, so we have managed the business very well."
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