Blog: Leonie BarrieWho gives a. . .

Leonie Barrie | 2 December 2003

Marketing firms masquerading as fashion companies is just one of many criticisms levelled at retailers French Connection and Abercrombie & Fitch, both of which promote their clothing lines with a range of shocking, offensive, witty and definitely controversial, images.

For French Connection it’s the FCUK logo and sharp slogans such as ‘The Joy of FCUK’ that have inflamed public opinion, fallen foul of the Advertising Standards Authority and led to some US chain stores boycotting the range. While at Abercrombie & Fitch, raunchy images and sexually-biased editorials masquerade as in-store posters and a quarterly magazine offers advice to teens along the lines of: "There are no sexual boundaries and no consequences to any sexual behaviour.”

While there’s nothing particularly exciting about the garments sold in either chain – sensible shoes, chinos, and V-neck sweaters – their campaigns have consistently kept the brands in the public eye. And until consumers stop responding positively to provocative advertisements I believe these crude promotions are here to stay.

It also seems that the US protestors who have pressured A&F to remove its current issue, known as the "Christmas Field Guide," may have inadvertently created a holiday must-have. Copies being auctioned on eBay today have already attracted bids as high as $42 each.

UK: French Connection Logo "Offensive" - Police


BLOG

How can apparel firms stay competitive into the future?

Continuing with the publication of our Outlook 2018 reports last week, we looked at what apparel firms should be doing now if they want to remain competitive into the future....

BLOG

First look at 2018

2018 is set to be a year in which disruptive trends that have been on the horizon start to become the norm for the apparel industry and its supply chain...

BLOG

What caused the biggest stir on just-style in 2017?

Welcome back, and Happy New Year to you all....

BLOG

Five sourcing trends – and what they mean

The changing dynamics of world textile and apparel trade are closely linked to the shifting sourcing and supply chain strategies of fashion brands and retailers. And according to a special just-style ...

just-style homepage



Forgot your password?