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Fruit of the Loom Trying to Entice Younger Consumers

Wednesday 04th of July 2007 11:44:49 PM

In an effort to appeal to younger consumers, Fruit of the Loom, which manufacturer everything from T-Shirts to underwear will be the only featured advertiser in the upcoming issue of US magazine 'Life & Style'. The magazine caters mostly to women in their 20's and 30's. Fruit of the Loom is hoping to increase interest in its Fit for Me and Fresh Collection clothing and undergarment lines.

“They see this as a perfect fit for their brand, and the idea of taking over a whole issue makes it impactful,” said Ian Scott, president, Bauer advertising sales, the company handling all the ads featured in the magazine.

Fruit of the Loom will also contribute money toward prizes for contests featured in the issue and will sponsor the Fashion Awards for the magazine's best dressed celebrities issue. This is the first time that one company will be featured in an issue of the magazine, which is in its second year of publication. Other companies that have advertised in the magazine in the past have been Macy's, Union Bay, and Nina's Footwear.

Since there are many clothing companies that offer T-Shirts, undergarments, socks, and other items to men and women, being able to reach new demographics is important to larger companies like Fruit of the Loom. Other companies are also becoming more competitive by closing plants in countries like the US, Mexico, and Canada, and opening new ones in India, the Caribbean, and the Philippines.

(c)Benjamin Turner, www.sxc.hu