Fcuk is expected to expand its product offerings to add sleep and loungewear in India. Mohini Tillu, Senior Manager of Modern Trade at Fcuk, says 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 their innerwear and loungewear lines.
Tillu explained that, FCUK being a premium brand, expansion is based on demand spike from particular regions. This will indicate whether the market is ready to accept quality product. This strategy has so far proved successful for Fcuk as the brand’s garments are currently available in over 500 MBOs across India.
Fcuk is part of French Connection which was founded in 1972, although it has no official e-commerce platform of its own, the brand has partnered with Amazon, Jabong, Flipkart, and Myntra and is available on their sites.