French Connection abandons provocative slogans

Eight years after introducing its famously shocking "fcuk" slogan, the floundering British fashion retailer French Connection has announced that it will abandon its branding in favour of something "more subtle".

The company announced that the logo had been dropped from its clothing and billboards.

"Use of the fcuk logo has been toned down and will be used in a much more subtle way," spokeswoman Lorna Perrin told Britain's Press Association. "Branding on the recent autumn/winter collection has been significantly reduced and used in a softer manner. But fcuk is interchangeable with French Connection as the company's name and so will continue to be used."

This move comes in the wake of a severe sales slump, with like-for-like sales dropping 9 percent in the first six months of the year. Profits have dropped from £16.2 million to £5.1 million.

Although sales and profits skyrocketed soon after the logo was introduced in 1997, this September saw the company extending its summer sale to clear excess stock.

According to analysts, consumers have become bored with the fcuk slogan. "Logos are no longer prevalent in fashion collections and this is a response to the fact that our customers want something different," said Perrin.

Tough trading conditions on the high street have also played their part in the company's difficulties. Earlier this year, French Connection issued a profit warning and admits that it will have to fight to earn more than £20 million this year.

French Connection has more than 100 stores and franchises throughout Europe.