British clothing retailer French Connection says it will scale back use of its trademark FCUK brand after experiencing a sales slump.
The controversial FCUK logo - which stands for French Connection United Kingdom - will be removed from next year's collections and has been taken off its advertising billboards.
But the company said the eight-year-old FCUK slogan would remain interchangeable with French Connection as the company's name, despite its use being significantly reduced.
'Use of the FCUK logo has been toned down and will be used in a much more subtle way,' spokeswoman Lorna Perrin said.
French Connection announced last month that pre-tax profit plunged 68.5% to £5.1m for the six months to July 31 2005.
