UK: Comment - FCUK - connecting clothes and pre-mixed drinks

By Datamonitor | 4 October 2001

French Connection will launch its own-brand range of premixed spirits. It's a good move. Growth is strong in the premixed spirits category, and the FCUK brand fits well with the image required to succeed in the market. The launch highlights FCUK's strategy of spreading its name as widely as possible, as brands become increasingly divorced from products and instead associated with a particular set of values.

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French Connection will launch its own-brand range of premixed spirits. It's a good move. Growth is strong in the premixed spirits category, and the FCUK brand fits well with the image required to succeed in the market. The launch highlights FCUK's strategy of spreading its name as widely as possible, as brands become increasingly divorced from products and instead associated with a particular set of values.

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