Flashback Friday: UK Style by French Connection

After discovering French Connection had branched out into Sears stores with a more affordable line, UK Style by French Connection, we couldn’t resist checking it out. After trying some things on...and then taking some things home - we were hooked. It’s no secret that BRINK has a sweet spot for all things UK and after a quick visit to the UK Style by French Connection website (Jessie J is singing which makes the site bloody fun) and their Facebook page, we were completely hooked. Read on to discover the secrets of the line, favorite pieces and more, as Chief Marketing Officer, Sears Apparel at Sears Holdings Corporation shares her insight with BRINK readers.

BRINK: How would you describe the look of UK Style?
Shiela Ford: The launch of UK Style by French Connection signifies Sears’ continued commitment to compelling fashion and great value. It underscores our efforts to appeal to a younger, more contemporary audience by offering brands they love at prices they can afford.

The UK Style line offers contemporary, stylish clothing collections for men, women and children including. In the women’s spring/summer collection, UK Style offers floral leggings and striped tanks (from $9.90), patterned minis, sequined and animal-print shifts (starting at $29.90) and swimwear

And for our men’s collection, the line offers dark-washed jeans ($24.90), button-down Oxford shirts ($24.90), and V-neck tees ($12.90). Take a look for yourself at                                                             http://www.UKStyle.com.

B: How has the response been to UK Style?
SF: The response has been phenomenal. We have attracted a wider range of customers with the UK Style line and our online fan base continues to grow on Facebook and Twitter.

B: Who responds more to the line: men or women?
SF: The aspirational nature of the brand, coupled with its classic appeal, resonates well with both men and women.

B: How would people from the UK respond to UK Style?
SF: We’ve stayed true to the heritage of the brand, drawing inspiration from archival pieces while adding a modern twist.

B: In March, the UK Style launch party received great press with celebs coming out and supporting the line. Is there any celeb that sticks out in your mind as representing the brand the best?
SF: Agyness Deyn for the celeb.  She’s the epitome of London chic.

B: What are your favorite pieces/looks from the line?
A: The pieces featured in the loobook are the favorites, which include:

– Metallic jacket w/ boyfriend jean
– Sequin leopard dress
– Flower dress
   with chambray button up
– Flower leggings with pocket tank
– Navy jumpsuit

B: If you were picking out a couple pieces for a guy – what would you choose and why?
SF: Our men’s line was inspired by street and runway fashions in international capitals that will have any of our male customers looking fashionable on a budget.

I would pick a dark-washed jean ($24.90) and pair it with button-down Oxford shirt ($24.90) and V-neck tee ($12.90) for any guy to wear. This look can be worn during the day and even during a night out with his buddies.

B: The UK Style by French Connection Facebook page is alive with great viral content – videos, updates, useful links and a great contest to win the UK Style tour mini cooper!  What do people have to do to win?
SF: As the exclusive retailer for UK Style by French Connection, Sears kicked off the “UK Style’s Royal Road to Fashion” sweepstakes in New York City on May 1, 2011, that will end on May 31, 2011, in Los Angeles.

We have Prince William and Kate Middleton look-alikes traveling the country visiting Sears stores, college campuses, concerts and other cool locations to help us introduce & build excitement around the UK Style by French Connection brand and create content for our Facebook fans.

To win the Mini Cooper, your readers can visit the UK Style by French Connection” Page on Facebook at (www.facebook.com/UKStyleByFC). Simply click the “like” button on the Facebook page and follow the directions to enter to win. Note that you must enter a home address to receive one entry into the contest and only one email address can be attached per entry and only one entry per person can be made per day.

Participants in the sweepstakes are encouraged to upload their UK style photos including their best UK Style looks, UK Style signage they see around town, photos of the United Kingdom or United Kingdom memorabilia. (Please note fans can upload up to 31 photos, but this does not increase anyone’s chances of winning.)

The “grand prize winner” will be announced on or around June 1, 2011 (for a final winners’ list, visit
http://bit.ly/dTlOvW after June 1, 2011).
B: What’s next for the UK Style brand team?

SF: We just concluded our press preview of the Fall 2011 collection with top fashion editors and bloggers in New York. We’re looking forward to the continued mobile tour, “Royal Road to Fashion” and bringing fresh looks to our customers as the new collection makes its debut.
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Available at Sears stores nationwide

www.ukstyle.com

[This interview originally appeared in the June/July 2011 issue]