Fcuk to expand product offerings in India

Fcuk is expanding its offering in India to add sleep and loungewear. As Mohini Tillu, Senior Manager of Modern Trade at Fcuk, explains they are currently working on expanding the product range to add 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 market research to drive product development as 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 says, 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 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.

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.