In pictures: StaffWarehouse devises pop-up for Fruit of the Loom

Promotional marketing agency StaffWarehouse has created a pop-up retail experience for Fruit of the Loom in London to showcase its new premium clothing brand.

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The Seek No Further collection, which is being rolled out next year, will be on display at the temporary outlet until 7 July on Redchurch Street. It will feature women's and men's ranges including dresses, skirts, T-shirts, sweatshirts, shorts, shirts and shoes.

StaffWarehouse has helped to create the pop-up and is providing store managers and assistants as part of the experience. The team will be gathering feedback and reaction throughout the product trial, for use in future brand development. 

Marvin Foster, managing director of StaffWarehouse, said: "We’re delighted to be working with Fruit of the Loom on the launch of their new high-end fashion brand. The pop-up shop will be used to increase awareness and also for gathering responses ahead of a planned launch in permanent stores in 2015."

Foster added the company has seen a rise in clients using pop-ups over the last five years, as they seek to trial new products or services.  

"Many brands are recognising that pop up shops are an effective way to gauge consumer responses and gather qualitative feedback, without being tied in to a long term commitment," he said.

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