The push surrounding the launch is being supported with videos, posts, and real time engagement on Facebook, Twitter, and Instagram
Leisurewear giant, Fruit of the Loom, has rolled out an alternative sweat suit collection to serve as outfits complementary to the holiday season. The brand has released its Professionals Collection featuring three pieces with material designed and cut to resemble iconic business and resort styles.
The launch of the Professionals Collection is fuelled by social media marketing created by advertising agency CP+B. Meanwhile, the public is being afforded the opportunity to digitally communicate what they think about the new suits by weighing in and tagging friends using #ProfessionalsCollection or #NeedThisSweatSuit.
Efforts include partnerships with popular social media personalities such as the Eh Bee Family and Matt Cutshall. Moreover, the campaign surrounding the launch is being supported with videos, posts, and real time engagement on Facebook, Twitter, as well as Instagram.
The fleece ensembles were created by printing a variety on the sweats. The three classic looks include the Business Time, Country Clubber, and Trail Blazer. For example, the first of the series makes wearers appear as if they were donning an actual business suit when in fact they are cosying up in comfortable sweatpants and sweatshirts.
The brand has manufactured a limited run of prototype Professionals Collection sweat suits so as to engage consumers around the resurgence of the popularity around sweats and to raise awareness about the diverse assortment of everyday fleece apparel.
“Sweat suits are traditionally known as comfortable, lounging, weekend apparel, but now with a new twist, you can get the best of both worlds. The Professionals Collection provides a fun way to make a fashion statement, from the couch to the conference room,” said Bryse Yonts, Manager of Brand Communications at Fruit of the Loom.
