Description
SWOT ANALYSIS OF FRUIT OF THE LOOM
Fruit of the loom
Parent Company
Berikshire Hathaway
Category
Apparel and accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Good days start with Fruit of the loom
A brand that has a rich heritage and an asuuarnce of standard USP quality. STP
Segment
Middle to higher segment
Target Group
All men and women who have a good purchasing power
A brand that has all kinds of apparel with good quality and affordable Positioning price. SWOT Analysis
1. Fruit of the loom has over 233000 employees and over 500 stores all over the world. 2.The Brand is the leader in underwear Garments section in the world. 3. The company was very innovative and were given the credit to invent the V-neck vests in the world. 4. The brand offers unconditional guarantee on all its products it sells. 5.The distribution system of the brand was very effective in the form of supplying the garment to wholesalers, discount merchandisers. Strength 6. The company is vertically integrated
1. The brand had issues like manufacturing overcapacity, allocation of raw material. 2. Policy of depending on low margin in boxers and underwear’s Weakness backfired over a period of time.
1.Expansion into countries in Africa, Asia. 2. Brand extension in the form of creating a quality and brand for Opportunity niche customers.
1.Existing Competitor’s and other new entrants providing the same product in the same price –structure. 2. The switching cost in this segment is low, hence the brand has to Threats be extremely competitive and innovative in the market. Competition
1.Jockey Competitors 2.Hanes
doc_319590113.docx
SWOT ANALYSIS OF FRUIT OF THE LOOM
Fruit of the loom
Parent Company
Berikshire Hathaway
Category
Apparel and accessories
Sector
Lifestyle and Retail
Tagline/ Slogan
Good days start with Fruit of the loom
A brand that has a rich heritage and an asuuarnce of standard USP quality. STP
Segment
Middle to higher segment
Target Group
All men and women who have a good purchasing power
A brand that has all kinds of apparel with good quality and affordable Positioning price. SWOT Analysis
1. Fruit of the loom has over 233000 employees and over 500 stores all over the world. 2.The Brand is the leader in underwear Garments section in the world. 3. The company was very innovative and were given the credit to invent the V-neck vests in the world. 4. The brand offers unconditional guarantee on all its products it sells. 5.The distribution system of the brand was very effective in the form of supplying the garment to wholesalers, discount merchandisers. Strength 6. The company is vertically integrated
1. The brand had issues like manufacturing overcapacity, allocation of raw material. 2. Policy of depending on low margin in boxers and underwear’s Weakness backfired over a period of time.
1.Expansion into countries in Africa, Asia. 2. Brand extension in the form of creating a quality and brand for Opportunity niche customers.
1.Existing Competitor’s and other new entrants providing the same product in the same price –structure. 2. The switching cost in this segment is low, hence the brand has to Threats be extremely competitive and innovative in the market. Competition
1.Jockey Competitors 2.Hanes
doc_319590113.docx