![]() ![]() The new campaign represents a gamble for Fruit of the Loom because the company does not want to alienate traditional, value-minded buyers as it tries to attract younger, less conventional consumers with offerings like men's boxers and boxer briefs and women's thongs and bikini briefs. Hanes is widely considered to have successfully freshened its advertising with slick, upbeat campaigns by Long Haymes Carr in Winston-Salem, N.C., part of the Interpublic Group of Companies, which carry the theme ''Just wait till we get our Hanes on you.''Īt the same time, as the economy improves, many consumers who have bought Fruit of the Loom are tempted to ''trade up'' to higher-priced brands, especially those bearing designer labels. The Hanes brand sold by the Sara Lee Corporation has long battled Fruit of the Loom for supremacy in the market segment of lower-priced clothing sold by mass merchandisers. has been laying off employees, closing plants and shifting production to cheaper sites overseas, in response to intensifying competition among makers of underwear and casual wear for men, women and children. The campaign is indicative of large-scale attempts by venerable brands to update their sales pitches, particularly in crowded consumer-product categories like apparel. ''Its mission is to reawaken the affection and awareness consumers have for the brand and to expand the understanding of Fruit's products.'' ''This advertising is the public expression of efforts going on at Fruit of the Loom to modernize their offerings,'' said Kevin O'Neill, president and chief creative officer at Warwick Baker, who offered a preview of the campaign. Now the brand is changing its advertising in an attempt to create a more contemporary image.Ī lighthearted campaign being introduced this week by Warwick Baker O'Neill in New York, which focuses on newer, more colorful and fashionable types of clothing, declares that ''Every body loves Fruit.'' The television, print and outdoor ads are the first the agency has produced since winning the account late last year, with billings estimated at $20 million to $25 million. ![]() OneStream is always up!” Best Outcome: Ability to extend the platform to address account reconciliations, budgeting, planning and other needs.SINCE the days when Carmen Miranda wore fruit on her head, consumers have been urged to wear Fruit of the Loom apparel on their bodies. ![]() “I’m not losing sleep or getting calls in the middle of the night to address system issues. “We no longer have to worry about the system being down during the period-end close,” said John Alsobrook Manager, Financial Systems. And IT no longer must be concerned with application specific tasks. Their administrators are no longer spending time applying patches and restarting services. Fruit of the Loom is seeing more stability of the system and higher availability vs. ![]() And the organization has better visibility into operating results by location, geography, brand and products through the Extensible Dimensionality® of OneStream.ĭeploying via the XF Cloud, with managed services from OneStream, has brought additional benefits. Cash flow reporting is much easier and automated using OneStream XF. Guided Workflows were a change for users coming from HFM but have helped improve their processes and ensure the integrity of the financial results. What OneStream Achieved Fruit of the Loom has already seen many benefits from the OneStream implementation. Fruit of the Loom also had confidence in the leadership of OneStream and their understanding of the market and customer requirements.Ĭhoosing to deploy via the OneStream XF Cloud, and with a 2-person implementation team, Fruit of the Loom initially focused on deploying OneStream for financial consolidation and reporting, going live in October of 2017. OneStream was selected mainly based on the functionality of the software, and the ability to extend the solution into other areas such as budgeting and planning as well as account reconciliations through the XF MarketPlace. Lack of satisfaction with the product, including downtime during critical processes, and support issues caused Fruit of the Loom to evaluate their alternatives, and they selected OneStream XF.įruit of the Loom selected OneStream XF in October 2016 and began their implementation in March of 2017. However, after 3 years of usage the Finance team was having compatibility and support issues with HFM and was facing a costly upgrade. Having grown in size and complexity through organic growth and acquisitions, Fruit of the Loom was using Oracle Hyperion Financial Management (HFM) for financial consolidation and reporting. ![]()
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