French Connection Logo Causes Controversy in US

Branding merchandise with initials is as much a fashion commodity as the clothes themselves. From YSL to D&G, logo mania is a global phenomena when people everywhere instantly associate a beige checked pattern as being Burberry, and a single red stripe as Prada Sport.

It does get a bit trickier, however, when through clever re-wording and tongue-in-cheek advertising your logo is associated with an expletive, as in the case of British retailer French Connection (read: FCUK). Cashing in on logo-mania is nothing new, and for French Connection, branding its name on T-shirts, jackets, wallets and knapsacks, sales have been sky-rocketing. Total sales at French connection rose from GBP 122 million, to GBP203m in the first six months of the year. And the rest of 2003 should benefit from a newly launched fragrance line.

The new fragrance, in keeping with the branding tradition, also carries the four-letter logo. And by aggressively marketing these perfumes, U.S. critics say, French Connection has gone too far. Federated Department Stores, the parent company of Macy's and Bloomingdale's, recently pulled all French Connection merchandise and store displays with the logo, after complaints from parents and an e-mail campaign criticizing ads for the fragrance.

The fragrance campaign is being created by the London office of TBWA Worldwide, part of Omnicom Group, and it carries the theme "Scent to bed." The fragrance ads are particularly offensive, one American source said, beyond their use of the logo, because "there's no question that they are promoting sexual promiscuity among young people." French Connection contends that its use of the logo, which has appeared in Britain since 1997, is meant to be tongue in cheek. "The company does not intend to cause upset to the public through the use of the brand," the company said in a statement about Federated's decision.

Advertising specialists said the heightened scrutiny might lead to even more sales for French Connection among younger adults. "The controversy will resonate with the core audience, and they will feel closer to the brand," said Gita Johar, a marketing professor at Columbia University.