Millet pushes range segmentation
today Jul 11, 2016
This summer Millet is making its mark at European rock-climbing venues. The French brand, through its 'Rise Up Tour', has stepped up its presence with climbing centre enthusiasts, as well as at the sport's leading European locations, such as Paklenica in Croatia, Arco in Italy and, last week-end, at the Gaillands park in Chamonix, in the French Alps.
Millet was born as a mountaineering brand, and intends to forge closer links with the sport's practitioners, notably through partnerships with urban climbing centres. This approach is reflected in Millet's product range for summer 2017. "We have considered items which look definitely more 'lifestyle', but remain essentially technical, and specific for climbing. For example, a pair of board shorts. They are useful for climbers who, in places like Arco, on Lake Garda, after finishing their climb plunge into the water before starting up again. We needed a pair of seamless shorts, suitable for storing climbing chalk, very quick to dry and always stylish to use. We also showed our willingness to approach an urban clientele. This is important: I come from surfing and I can feel the same buzz for the practice which board sports enjoyed a few years ago. Our range is more contemporary, younger and more versatile."
Millet has accordingly boosted its apparel range. The plan is to keep expanding it, the brand also wishing to make its textile range 100% eco-responsible. Millet has hired several product managers for footwear and apparel too, in order to carry out an in-depth overhaul of its range.
This will also be reflected on Millet's trail-running range, as the brand responds to the growing interest in extreme altitude running, by launching for the first time a Mountain Trail shoe model developed with Michelin. The Alpine Rush shoe features a Michelin sole and uppers made of Matryx material by Chamatex. Millet has also revised the edges and style of its apparel in the Fast Alpine Trailer line, and is set to gradually introduce garments that respond to the requirements of very long-distance athletes. By revamping its range, Millet is targeting the world of running enthusiasts.
The brand however has not turned its back on its mountaineering roots, and has strengthened its credibility through partnerships with leading international mountain guide teams. It has forged tighter links with the Chamonix guides, working on a dedicated line for the winter 2017-18. It has also established connections with the guides from Grindelwald, at the foot of the Eiger in the Swiss Alps, and those from Hakuba, Japan.
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