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Shape to expand Ronhill brand
Ronhill, the widely respected running gear brand, has announced its new Shape line, a range for the female runner.We put a few questions to Ronhill's marketing manager Oliver Carter to find out a bit more about this exciting new line.
What is Shape?
Shape is a new range of clothing from Ronhill that has been developed for women who seek balance in their lives through different types of activities to keep happy and healthy.
Why is Ronhill launching Shape?
Shape is a natural progression to the current Ronhill Celestial fitness range that has been a part of the brand's offering for over 2 years now. Shape has been developed to compliment the female core running collection, Ronhill's Aspiration, which as been a massive success for the brand. Aspiration underpins what we are about as a brand, Shape extends our market and goes further in popularising the Ronhill brand.
What are you hoping to achieve for the brand?
Ronhill has come a long way over the past five years, never mind the 30-plus years before that! The women's run sector has been one of the main dynamics behind the Ronhill's significant growth in recent years.We see Shape as progressing our relationship with the active female comsumer and adding depth to the brand's product ranges.
How will this affect retail distribution?
At Ronhill we have been working with a number of key retailers during the development of this range and they are working with us to support the range on the high street as well as online.We have also already seen a great commitment to the range from our existing distibution base, as the range sits so nicely alongside our core range. Shape is also offering us opportunities with new retailers that will strategically sit nicely within the brand's distribution portfolio.
What impact will this have on your retail strategies?
The main impact will be a unique alliance between the Ronhill brand, key retailers and the leading women's fitness magazine to create powerful messages to the consumer. This will give us, through flexing our marketing muscle, greater reach and the ability to penetrate both the running market and the fast-developing fitness market.
