French Connection unveils digital radio station FCUK FM

by Jules Grant,, Brand Republic 13-Feb-04, 08:30

LONDON - High-street clothing label French Connection is to launch FCUK FM, a 'music-heavy' digital radio station, which will be broadcast on Sky Digital, the FCUK.com website and in French Connection stores.

FCUK FM, which launches on April 1, will broadcast from its Regent Street store for 24 hours a day. The launch is to be supported by a global advertising campaign through TBWA\London.

The clothing brand was reluctant to reveal details at this stage but a spokesperson for the company said it was an opportunity to take the brand to a new level.

"French Connection has always led the pack and this season is no different. Since the launch of digital radio, hundreds of new stations have popped up. But none of them are doing anything different. This is a perfect opportunity for French Connection to take the brand to another level and really shake up the world of radio," the company said.

She added that the station would play "None of the hits, none of the time".

Matthew Griffiths, French Connection's head of marketing, has confirmed that the station could also be rolled out as a traditional analogue station if successful.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.