French Connection是由Stephen Marks于1970年代在英国建立的全球时装公司。它也被称为FCUK。 FCUK与WHISTLES竞争的原因在于FCUK很时尚，反对时尚，粗俗和co，，无辜和认识，追求和缩减责难，超越和平庸，幼稚和复杂，庸俗和聪明，挑衅和合规，唤起了反常同时玩和违背文化限制（Botting，2004，第42页）。
As in the Upper-middle market, WHISTLES has a lot of competitors, for example, French Connection and Reiss.
a)French Connection (FCUK)
French Connection is a global fashion company which builds in United Kingdom in 1970s by Stephen Marks. It also branded as FCUK. The reason why FCUK is competitive with WHISTLES is that FCUK is fashionable and against fashion, brazen and coy, innocent and knowing, courting and curtailing censure, transgressive and banal, infantile and sophisticated, vulgar and clever, defiant and compliant, calls up the perverse play and disobey cultural limits simultaneously (Botting, 2004, pp. 42).
Advertising plays a key part of French Connections’ competitive strategy and has been credited with transforming FCUK into a formidable global force. According to the franchise business which FCUK attached particular attention to. It is the most crucial way for FCUK to expand business except construction investment, however, the company spread the chain in smaller cities and towns, which is a good choice for entry the market. Because the extra 10 percent cost bring more rewarding to the company, which make a big difference. Moreover, FCUK utilize a variety of multi-channel strategy such as store network, the internet and mail order. In order to developing e-retailing, the company also possesses an online consultancy. Due to strong brand recognition and brand awareness, FCUK concentrate on the current market share. Furthermore, the company realise that speed-to-market is vital with the purpose of satisfying the customers for the suitable product, proper price at the right time. In addition, FCUK expansion rapidly and now it has its own drink, fragrances and toiletries, which attract more customer group.