Fashion Project: French Connection Strategic recommendation

Summary

French Connection once known for their formal classics are facing an urgency to redirect their brand. Since Covid-19, working from home has reduced the need for formalwear. With store closures and poor financial reports, French Connection won't survive without a rebranding strategy. This project supports French Connection finding their strategic direction through analysis of brand environments. Frameworks such as Tows Matrix highlight potential strategies to adopt such as creating new ranges to expand product offerings. Furthermore, marketing can promote new products through lookbooks, social media and celebrity endorsement. French Connection’s main aim is to target a younger consumer, implementing sustainability into the business model will attract this consumer.