Vive le FCUK as ads help profits soar

LONDON - Five years after it launched, TBWA\London's FCUK advertising campaign is still being credited with helping the French Connection Group increase profits, which rose by nearly 20%.

Profits rose to 拢10.3m and turnover was up for the six months ending July 31 2002 by 22% to 拢106.5m. Earnings per share were up by 47% to 29.5p.

Stephen Marks, chairman and chief executive of the French Connection Group, said: "Our business is based on a combination of a very strong design-led fashionable product and a consistent and individual identity, supported by well targeted advertising.

"This approach has once again enabled us to perform extremely well in a competitive environment and maintain the considerable growth of the last few years."

FCUK started out as part of the clothing chain's advertising in 1997. It now appears on T-shirts, caps and appears to be sported by almost half the nation's teenagers.

The company says that it will now be investing in its brand on a global basis, as well as rolling out successful UK developments in other markets.

The new television advertising for French Connection, "Vive le FCUK", does not actually feature the chain's clothing. The campaign broke in cinemas last week and shows a young British man in Paris, living out his dream of being the cinema icon Jean Paul Belmondo by smoking Luckies, wearing loud suits and acting like the characters he idolises.

The French Connection Group plans to expand its North American operations this year with a new store opening in Boston, following the August opening of a San Francisco store and a September opening in Toronto.

In the UK, it is expanding its network with shops in Solihull, Meadowhall in Sheffield and Brent Cross in London.

Shares in the company leapt by 5% this morning to 835p, up by 40p on yesterday's close.

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