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Fruit of the Loom

STRATEGY & EXPERIENCE

Fruit of the Loom

STRATEGY & EXPERIENCE

Fruit of the Loom Inc. is a 160-year-old US apparel company with global operations and a $1 billion turnover. The business owns a variety of brands, which are mainly sold through third party retailers.

With increased competition and margins being squeezed by retailers, their brands needed to work much harder for them. We realised that to be more competitive and gain greater control over their distribution channels, the business needed to shift from a manufacturing mindset to becoming a brand-shaped organisation.

Informed by research insights and an analysis of the market, we developed a new brand strategy rooted in three clear priorities: product quality and iconic design delivered at surprising value.

We also reconnected the business with its playful, quirky personality, reigniting it within its internal culture and embedding it into their marcomms.

x2

Fruit Of The Loom doubled profit margins within two years following the launch of the new strategy

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London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281