Chatroulette French Connection

What’s a fashion brand to do to win back customers — and appeal to new ones — in the midst of recessionary woes and waning relevance? Be provocative, of course. It’s something that hasn’t been a problem in the past for French Connection, the British-based fashion group best known for its eye-catching, play-on-letters advertising (think back to those billboards with giant block letters spelling out FCUK).

So now the company’s turning to social media -– including a contest based on the latest fad, Chat Roulette (the site that allows users to videochat with random strangers around the world) –- to pull itself away from the pack of mid-priced brands and position itself as a leader. Potential weirdness of Chat Roulette aside, the company’s move is smart, and timely.