Retail Refugees


The next American Apparel: Fruit of the Loom Pop-Up
September 19, 2008, 9:06 am
Filed under: Fashion, Stores | Tags: , , , , , , ,

As mainstream brands increasingly try to appeal to new customers through alternative marketing methods, the pop-up shop is one of the most popular ways of accomplishing this. They are essentially temporary stores typically juxtaposed in new or different environments.

When it comes to basic t-shirts, underwear, and other cotton products, no company has had as much success with the hipster/young demographic as American Apparel. However, on my way to work today (Berlin), I noticed a new entry to this market… Though not a new brand, Fruit of the Loom, is far from “hip” and better known for its tighty whities than its guerrilla marketing tactics. The clothesline is on Alte Schönhauser Strasse and the shop is located on Münzstrasse in a shop that is no stranger to pop-ups (in the last year hosted both Adidas Originals, and Reebok) .

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