Fruit of the Loom opened 'Früt,' a fake store, to test how women reacted to their products when they were sold as luxury underwear. The store was designed and laid out just like many high-end lingerie brands such as Victoria's Secret. The company had hidden cameras planted to record the reaction of women when the discovered that Früt lingerie was actually Fruit of the Loom.
Some of the ladies who were interviewed initially described prepackaged underwear as "cheap," "inferior" or that it reminded them of grandma's. After entering the new store, many of these women were willing to pay higher prices for the Früt products under the premise that it was luxury underwear and were shocked to find out the lingerie was actually Fruit of the Loom.
The campaign successfully demonstrates how image can impact the way consumers buy. The 'Früt' commercials demonstrate to women that Fruit of the Loom's products are quality, regardless of how they're packaged. On the flip side, businesses can learn from the campaign by making sure to properly develop company and product branding.
Faux Luxury Underwear Shops
Fruit of the Loom's Fake 'Früt' Store Shows Image Isn't Everything
Trend Themes
1. Undercover-brand - Companies test consumers' preferences for quality product over brands by selling their products under a luxury brand
2. Hype-proof - Consumer attitudes are shifting away from being influenced by brand image and hype, and more towards the actual quality and value of a product
3. Authenticity-check - Consumers are becoming more conscious of deceptive marketing practices and are looking for genuine quality over false luxury
Industry Implications
1. Fashion - Fashion brands can explore the potential of selling their classic and timeless designs more effectively by marketing them as an alternative to flashy brand labels
2. Consumer Goods - Consumer goods brands can discover opportunities to upgrade their product design and quality, rather than investing in marketing and brand image
3. Advertising and Marketing - Marketing and advertising companies can help businesses develop authentic and effective branding that highlights the quality and consistency of their products, rather than relying on hype and image