FBT Graduate Showcase 2026

Fashion Project: French Connection Strategic Development Report

Click the fullscreen icon below  

  to see the report full size

Your browser does not seem to support iframes. Click here to read this PDF.

document.addEventListener(“DOMContentLoaded”, function(){
var target_element, iframe_element;
iframe_element = document.querySelector(“iframe.flowpaper-class”);
target_element = document.querySelector(“”);
iframe_element.style.height = target_element.offsetHeight + “px”;
});

All information presented here is the students opinions based on answering a particular brief.

Team Members:

Alicia McTaggart
Ella Millburn
Lily Reid
Lucy Skinner

Keywords

  • Refine
  • Refocus
  • Reinvent

Summary

French Connection struggles with unclear target market segmentation, ineffective visual merchandising and a lack of differentiation in product ranges, leading to a declining market share and financial performance. To recover, three strategic directions are proposed: leveraging opportunities in the premium high street and market, implementing targeted marketing strategies and enhancing brand image. These strategies aim to strengthen connections with consumers, elevate market position and gain a competitive edge.