Following a review of various agencies' credentials, British fashion brand French Connection, also known as FCUK, has retained FoxyMoron as its digital agency. The agency has been handling the business since 2009.
With the development, FoxyMoron's mandate has been extended as well. While it handled French Connection's social media duties before, it will manage the brand's digital presence now.
"When you have a brand that is as irreverent as French Connection, the possibilities are endless. We are glad that the team at French Connection liked the ideas and strategy presented for the brand to dominate digital," says Karia.
Other agencies in the fray for the business included Edelman and Jack in the Box.
Founded in 1972 by Stephen Marks, French Connection is a UK-based global retailer and wholesaler of fashion clothing and accessories. In India, Brand Marketing India (BMI) is the exclusive licensee for French Connection. BMI is looking at emulating the same global strategy with respect to timely seasonal launches, competitive pricing and in-store pricing.
FoxyMoron will ensure integration between the brand's on-ground/in-store and online activities, Karia says.
French Connection plans to seriously get into the e-commerce space in India, so as to enhance deeper reach in the country beyond the physical stores. It will also increase its digital spends significantly, it is learnt.