Fcuk to expand product range to sleep and loungewear as it plans expansion
French Connection’s Fcuk will expand into sleep and loungewear instructed by its market research-based expansion strategy as it continues to expand throughout India.
Mohini Tillu, Senior Manager of Modern Trade at Fcuk, stated that they are currently “working on expanding the product range for sleep and loungewear” as well as “different fabric structures, finishes, washes which are different and outstanding from common innerwear products”.
The marketing strategy for Fcuk India will now focus on using market research to drive product development and the current research has shown that there is increasing demand for innerwear and loungewear. This follows a trend where other brands such as Aditya Birla and Dollar Industries are also launching and expanding upon their innerwear and loungewear lines for the Indian market.
Tillu explained that, “FCUK being a premium brand, expansion is based on the demand spike from particular regions. This will indicate whether the market is ready to accept our quality product or not” and so expansion will follow customer demand depending on the region. This strategy has so far proved successful for Fcuk as the brand’s garments are currently available in over 500 MBOs across India as well as in regional retail formats. Moreover, Tillu went on to explain, “We also have a significant presence across all national large format retail stores. Then we have exclusive French Connection stores.”
Fcuk is part of French Connection which was founded in 1972 and, although has no official e-commerce platform of its own, has partnered with platforms including Amazon, Jabong, Flipkart, and Myntra and is available on their sites.
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