French Connection has successfully rebranded itself several times over the years but with competition more fierce than ever, it now needs to put its money where its mouth is and ensure its product speaks for itself.

While nobody would argue that the retailer’s FCUK campaign was unsuccessful, the after effects gave it a more downmarket image than it would have liked. And more recent campaigns which have tried to be controversial such as the girl on girl fighting ads never quite made cult status.

French Connection is now taking the more sensible route of designing its way back into the hearts and wallets of the fashion consumer. Its strengthening womenswear offer has pleased both analysts and the fashion press and has helped bring some shoppers back while increasing its fashion credentials. Its Toast brand is also looking smart and attracting attention.

Where the real uphill battle lies for French Connection is with its menswear. Menswear is never the easiest market to find success in – particularly in a recession – so even if its designs reach the heights that its womenswear offer achieves, it still won’t be guaranteed the sales figures.

There is another threat coming too in the shape of Reiss’ new casual wear offer. Although at a slightly higher price point than French Connection, its quality and fashionability, particularly in menswear has always been more highly regarded.

This week Reiss unveiled its new 1971 collection to the press with a denim range that started around just £70, the same entry price as French Connection jeans. Its new range has much more of a cross over than before with French Connection’s offer.

And Reiss is going to make sure that they shout about it. With a new PR push internationally it wants to be the high-end high street brand.

Although French Collection sits just below this position, it is dangerously close to the more competitive and aggressive middle market where even the most established players are struggling to make their mark.

French Connection has had a happier first quarter however with UK like-for-like sales improved, up 2 per cent, although its US sales are still much softer.

The sentiment that the economy has bottomed out and trade is beginning to pick up is shared by many in the fashion space at the moment. Retailers have told us of improving trade, however, they say it with trepidation in their voices as if busier stores are a surprise and they are scared to believe it will last.

With news of a hotter summer ahead though let’s hope any tentative optimism is not in vein. And if French Connection gets its product right, it stands to enjoy the sun.

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