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Fruit of the loom SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: October 23, 2023Read time:

Here is a detailed SWOT analysis of Fruit of the loom covering strengths, weaknesses, opportunities and threats.

Fruit of the loom Strengths

  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

Above are the strengths in the SWOT Analysis of Fruit of the loom. The strengths of Fruit of the loom looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Fruit of the loom Weaknesses

  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.

These were the weaknesses in the Fruit of the loom SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Fruit of the loom Opportunities

  1. Expansion into countries in Africa, Asia.
  2. Brand extension in the form of creating a quality and brand for niche customers.

Above we covered the opportunities in Fruit of the loom SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Fruit of the loom Threats

  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.

The threats in the SWOT Analysis of Fruit of the loom are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Fruit of the loom SWOT analysis.

Read Similar SWOT analysis

About Fruit of the loom

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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