FBT Graduate Showcase 2026

Fashion Project: French Connection Strategic recommendation

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:

Abigail Wright
Francesca Lenton
Georgia Levett
Ide Gale-Coleman
Madeleine Boote
Olivia Smith

Keywords

  • Salvage
  • Shift
  • Sustainability

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.