Fruit of the Loom Optimizes eCommerce Site Performance For Distributors

Fruit of the Loom is one of the world's most historic companies.

Its family of brands has been enriching lives for over a century. The official trademark was registered in 1871 before the invention of the light bulb and telephone.

Fruit of the Loom's Spalding brand built a new e-commerce site for its partner distributors. They would use the new site to place high-volume orders for sporting goods.

With the go-live date approaching, Fruit of the Loom was having trouble with site performance. Page load times were unacceptable with some taking more than 20 seconds to load.

With a scheduled go-live date quickly approaching, Spalding needed help fast.

Fruit of the Loom eCommerce Salesforce

The Path Forward

The Spalding e-commerce portal was created to give distributors an efficient way to place orders. A large percentage of orders are re-stock orders for the same products and quantities previously purchased.

Fruit of the Loom's new e-commerce channel was expected to be a revenue-generating juggernaut. Providing its partners with anything less than an exemplary buying experience would be unacceptable.

Six Vertical's vision for Fruit of the Loom included an e-commerce site that matched the excellence of its brand. Our work plan prioritized short-term performance fixes, but would also lay a solid technical foundation.


Strategy & Solution

Fruit of the Loom partnered with Six Vertical for our Site Performance Optimization service.

We analyzed a comprehensive set of client- and server-side factors. We used open-source tool Lighthouse from Google to audit the e-commerce pages. A Six Vertical technical architect audited server-side factors manually.

The audit identified several issues. We captured our findings in a report with detailed cause-end-effect explanations. We gave actionable recommendations that could be implemented quickly.

A partial list of our recommendations is below:

Script Optimization

Our first recommendation was to merge or remove render-blocking scripts. A render blocking script is one that the DOM parser has to stop and execute before it can continue rendering the HTML.

Lazy Loading

There were opportunities to improve performance with "lazy loading." One example was offscreen images or images that appear below the fold. Since users can't see offscreen images when the page loads, we recommended bypassing them until they were visible in the viewport.

State and Cache Management

Improving state and cache management presented other opportunities for performance gains. We recommended a new caching approach that used Angular services the cache common data structures. We recommended using the Angular-native $cacheFactory service for storing remote call responses.

Callout Optimization

Six Vertical analyzed the network callouts on each page. We discovered a set of XHR requests that were having a major impact on performance. We recommended refactoring these call outs to speed up data retrieval for the product catalog and category hierarchy.


How We Helped

Our Site Performance Optimization service created these outcomes for Fruit of the Loom.

  • Reaffirmed the Spalding brand as the leader in the sporting goods market by helping it deliver a first-class commerce channel.

  • Helped offer a faster and better customer experience by significantly improving page load times.

  • Satisfied distributor demand for an easy-to-use online tool to quickly place fast re-stock orders.


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