Fruit Of The Loom (US)

Memorably named Fruit Of The Loom is one of America's top two manufacturers of underwear and intimates. Its core brand is Fruit Of The Loom itself, which encompasses a broad range of men's, women's and children's underwear and innerwear. After several years of steady decline, Fruit Of The Loom was rescued from bankruptcy protection in 2002 by Berkshire Hathaway. Performance has improved dramatically since then, helped along by the resurrection of the popular "Fruit Guys" marketing campaign, first used in the 1970s. The company has also expanded through acquisition, bolting on Russell Athletic sportswear as well as a collection of women's intimates brands including Vanity Fair and Lily Of France. Click here for an Adbrands Profile of Fruit Of The Loom (subscribers only). Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Clothing & Fashion Accessories for other companies

Subscribers may access the following website links here:

Fruit Of The Loom website

BVD	Spalding
Russell Athletic	Vanity Fair
Jerzees	Lily of France

Berkshire Hathaway

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