Fruit of the Loom relaunching plus-sized line

Popular underwear company Fruit of the Loom is relaunching their Fit for Me plus-sized offerings. While they have had plus-sized offerings since 2001, customers didn't know it was available due to the packaging which featured the standard Fruit of the Loom logo with the Fit for Me messaging beneath it. Many Fruit of the Loom fans thought it was just a tag line and didn't realize that it was there to signify the brand's plus-sized offerings.

“Many plus-size women said they were buying Fruit of the Loom, but they had never heard of Fit for Me. They just thought it was a tag line,” Hartman was quoted saying to WWD. “By us hiding that Fit for Me portion, we realized that we weren’t doing our job in telling them the product is designed for them.”

As part of their relaunch efforts, Fruit of the Loom has placed the Fit for Me logo on top and put the usual Fruit of the Loom logo on the bottom. They have also added two additional models to the packaging and removed the word plus-sized realizing that many customers aren't a fan of the word "plus-sized." The collection starts at a panty size nine and goes up to a size thirteen.

Offerings include a boxer brief, brief, and high-cut style made from either cotton, microfiber, or a cotton-polyester blend. The underwear will be sold in a pack of five, and retails from 9 dollars and 99 cents to 12 dollars and 44 cents. The new product began shipping to big-box retailers like K-mart and Wal-Mart earlier this year.

For fall, Fruit of the Loom will also be introducing a microfiber layering tank and a breathable underwear program made from cotton micromesh. While it may have taken a while for them to find their footing, Fruit of the Loom's plus-sized offerings seem to have finally found the pizazz they need to generate strong sales figures. It was all just a matter of them listening to their customer and figuring out what they wanted.