Sales slump fashion firm 'tones down' slogan

French Connection today said it had dramatically scaled back the use of the FCUK slogan after a slump in sales.

The fashion company’s logo, which has been used widely since its creation in 1997, has been taken off clothing and billboards.

It follows a 9% fall in like-for-like sales in the six months to July 31 when profits plummeted to £5.1m (€7.5m) from £16.2m (€23.8m) a year earlier.

French Connection said use of the FCUK logo was now being “significantly reduced”, although it would remain the company name.

Spokeswoman Lorna Perrin said: “Use of the FCUK logo has been toned down and will be used in a much more subtle way.

“Branding on the recent autumn/winter collection has been significantly reduced and used in a softer manner.

“But FCUK is interchangeable with French Connection as the company’s name and so will continue to be used.”

She added: “Logos are no longer prevalent in fashion collections and this is a response to the fact that our customers want something different.”