Between the Lines: Retailer looks for a bargain

News that French Connection is talking to the fast-turnaround specialist agency Yellow Door might come as no surprise given the retailer's recently reported financial woes (page 1).

However, cost-cutting on its advertising could prove dangerous for the retailer. Advertising has been central to the brand's success, so to tamper with this risks destroying any identity that it has left. Surely it is time for French Connection to be braver than ever, rather than resorting to tactics used by every other high-street retailer.


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