At the start of 1997 French Connection was just another anonymous fashion chain, muddling along with all the other bland and boring fashion chains on the high streets of the UK. Then the CEO, Stephen Marks, made a brave decision, a brand strategy decision. French Connection was going to stand up, stand out and be distinctive. The brief to their agency was simple: "Make French Connection the most talked-about fashion brand on the high street".

Apparently French Connection was launching a store in Hong Kong at the time, and the agency came across a fax 'from FCHK to FCUK'. The result: FCUK Fashion was born.

A lot has happened since then. For example, you can fcukbymail, (at fcukbuymail.com) and most recently, you can now FCUK FM (sorry, couldn't resist. It's online radio at fcuk.com). And of course there are FCUK Him and FCUK Her fragrances.

All very juvenile I'm sure. Except that profits have increased from £6.4m to £19.1m. There are now FCUK stores in over 20 countries, and the company's share price has risen from £3.00 to £7.70.

Over the past few years, several fashion companies have tried to rejuvenate themselves: trying to find new energy and enthusiasm for their brands. Like it or not, French Connection UK stands out as an example of brand that found new potential within itself, took risks and has reaped the rewards.