Fruit of the Loom to launch localised China brand

US clothing company Fruit of the Loom is to launch a new localised brand in China, which will be sold through Wal-Mart's network of stores in the mainland. <BR><BR> The task of launching the brand, including creating a Chinese name, will be handled by DMG Media, which won the business in a pitch held in the US, also contested by Bates and Wieden & Kennedy. "It's about keeping the international look and giving it local relevance," said DMG's chief creative officer, Dan Mintz. <BR><BR> It is thought Fruit of the Loom plans to replace its current international packaging used in China with the new localised label.