Fruit of the loom SWOT Analysis

Published by MBA Skool Team, Last Updated: April 26, 2020

Fruit of the loom SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Fruit of the loom, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Fruit of the loom is one of the leading brands in the lifestyle and retail sector. The article below lists the Fruit of the loom SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Fruit of the loom

For Fruit of the loom, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Fruit of the loom Strengths

The strengths of Fruit of the loom looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Fruit of the loom :

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.

6. The company is vertically integrated

Fruit of the loom Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Fruit of the loom SWOT Analysis:

1. The brand had issues like manufacturing overcapacity, allocation of raw material.

2. Policy of depending on low margin in boxers and underwear’s backfired over a period of time.

Fruit of the loom Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Fruit of the loom SWOT Analysis:

1.Expansion into countries  in Africa, Asia.

2. Brand extension in the form of creating a quality and brand for niche customers.

Fruit of the loom Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Fruit of the loom are as mentioned:

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 be extremely competitive and innovative in the market.

Fruit of the loom Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Fruit of the loom:



Hence this concludes the Fruit of the loom SWOT analysis.

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About Fruit of the loom

Fruit of the loom Overview
Parent Company

Berikshire Hathaway


Apparel and accessories


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 quality.

Fruit of the loom STP

Middle to higher segment

Target Market

All men and women who have a good purchasing power


A brand that has all kinds of apparel with good quality and affordable price.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Fruit of the loom. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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