Retail BrandingFrench Connection has metaphorically stuck two fingers up to its detractors by insisting that it will continue to use its now famous "fcuk" logo.

The company has come under pressure to drop the controversial slogan, which some believe is offensive and others say is just tired and tacky. At least one leading Irish school has banned students from wearing the gear.

But Stephen Marks, chairman of French Connection, said the slogan would continue to be a core part of the branding strategy. "It is one of best selling things in the shops and we will continue using it."

The group's defiance came as it experienced poor trading during August in its retail operations and reported a 9.5 per cent fall in like-for-like sales in the first half of the year.

But Mr Marks, while admitting the August performance was disappointing, argued that the share price reaction masked strong interim results.

"Although the retail business was weak, our margins and profits were both up, so we have managed the business very well."

French Connection has outlets in the Powerscourt Centre in Dublin as well as in Arnotts and Brown Thomas. It also has a branch at Patrick Street in Cork and is opening a new shop at Blanchardstown Town Centre in November.

The company has agreed rental terms for a further shop at the Dundrum Town Centre when it opens for business next year.