Altura launches high-end performance Raceline - BikeBiz

Altura launches high-end performance Raceline

MTB jacket expansion and marketing revamped too for Zyro's in-house brand for AW13
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The Raceline collection - high-end performance road product aimed at competitive cyclists - is among the new product launches part of Altrua's AW13 collection.

The understated Raceline line-up is joined by an expansion of the MTB jacket line, which builds on the brand's Mayhem jacket with the addition of the Attack 360 Waterproof and Attack 360 Soft Shell jackets.

"For AW13 we have raised our game with some strong new products across both road and mountain biking," said Altura brand director Philippe Galland. "The Altura team has put a lot of effort into delivering a real focus on performance and attention to detail for AW13, resulting in an outstanding range of products."

Altura is seeing a new direction in trade and consumer marketing, the brand said. All the catalogues and ads have been redesigned from the ground up, with 'a focus on clear and more consistent brand messaging'. All trade workbooks are now shifting products into product families instead of product types to make it easier for retailers to locate and identify products that are a good fit for their customers.

Zyro marketing manager Jonathan Sherwood said: "The feedback we have received towards the AW13 campaign has been really encouraging. We have put a lot of focus on bringing consistency to all of Alturas marketing, and ensuring that the communication and imagery is relevant to our target consumer. This direction has been implemented in all our trade and consumer marketing for AW13, and will continue into our 2014 campaigns as well."

The new Altura lines is available now, with the print campaign running throughout autumn/winter.


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