French Connection is the product

French Connection state on their website..


"Going forward we will present French Connection as a credible and focused fashion brand that speaks through its product."


This campaign does exactly that! In a tough economic climate it is more important than ever that retailers focus on having the right product for their customer. This campaign for French Connection is fantastic, especially with this in mind. It communicates to the customer about their product in a direct, humorous and visually exciting way.
I love the visual presentation of this campaign with the product displayed on tube shaped lights that extend from the floor to the ceiling of the window. Without the detail and composition of mannequins it strips the display back and keeps your eye focused on the product. The text is a short one liner slogan simialr to those of French Connections previous two campaigns.. (Scroll down to February post to re-jog your memory!) I like the way they have used a similar format from previous campaigns and given it a new spin, making it instantly recognisable to the brand. I just hope they don't get too comfortable but continue to bring out new ideas that surprise and excite the customer!

French Connection ask if you are man?

Following the success of their 'The Man' and 'The Woman' campaigns last year, French Connection have splashed out this Spring on a new campaign titled 'You are man? and 'You are woman?' The campaign plays with connotations of what it means to be a man and what it means to be a woman.

These images are of one of the store windows that French Connection have launched as a part of this campaign. This display asks men are you man? using the scenario of a man riding an inflatable, not the most masculine of activities! Fun and humour is created by inflatable water and cloud props and of course the male mannequins styling of comical moustaches, speedos and inflatable animals.

I really like the way the brand has covered the entire side of their store with a giant graphic with a big cutout for the window display. Using an image from their print campaign makes the store instantly recognisable as French Connection and creates a coherent message across the different forms of promotion. The combination of the large scale photography, powerful text and humorous props creates a big impact and is hard to miss along the hustle and bustle of London's Oxford Street.

A Picture Postcard Summer at French Connection

I took these photographs of the window displays of French Connection's London Oxford Street store back in July. I thought the whole concept for the display was really strong, communicating the idea of summer in a youthful and fun way.

The postcard design helped to frame the mannequins and focus your eye on the bright colours of both the clothes and the beach balls. The display stood out really well as you walked down the street as it was completely different to the other retailers windows and filled the whole space with colour and props, creating maximum impact.