FCUK pins hopes on 'lesbian kiss' ad
Fashion chain French Connection today said it expected its controversial new advertising campaign featuring a lesbian kiss to help reverse declining sales and rebuild confidence in the brand.
The company’s latest campaign drew complaints from viewers after it showed two well-dressed women kung-fu fighting in a basement before they embrace.
French Connection said it was optimistic of a return to growth after results today proved “a major disappointment” and showed annual profits had halved.
Declining sales amid criticism that its clothes were overpriced and unoriginal saw pre-tax profits fall 53% to £15.7m (€22.7m) in the 12 months to January 31.
The company launched the new advertising campaign last month under the logo “Fashion versus Style” as it fought to win back customers.
The advert attracted more than 100 complaints and was referred to the Advertising Standards Authority. It is not the first time French Connection has caused controversy with its adverts following the use of its FCUK logo.
