Fruit of the Loom is ‘Pretotyping in a Pop-up’ to Concept Test Premium Brand
Shoreditch, London – home of hip. That’s where t-shirt brand Fruit of the Loom is concept testing (or ‘pretotyping*’ to use the jargon) a new premium brand – ‘Seek No Further‘.
Pretotyping: Testing the initial appeal and actual usage of a potential new product by simulating its core experience with the smallest possible investment of time and money.
Pretotyping In a Pop-up = Awesome Concept Testing
Renting an unused retail space just for four months, Fruit of the Loom is testing for consumer appeal with a very limited run of garments. There’s one in Shoreditch, and one in Berlin – and a pop-up website.
This is concept testing done right – there’s a world of difference between seeing words on a page and experiencing the product – so could pop-up + pretotyping be the future of concept testing?