Bloomberg Businessweek
Rhone Launches Women's Collection
May 6, 2024
Nate Checketts, Co-Founder & CEO of Rhone, discusses the strategic approach to launching a women's apparel line, emphasizing unique designs, gender-balanced revenue, and mental fitness. They explore capturing the female market, business growth, lifestyle clothing evolution, and potential expansion into kids' line.
17:41
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Quick takeaways
- Rhone's women's collection emphasizes unique fabrications and fits tailored for women.
- Expansion into women's apparel market introduces competition, pushing Rhone to differentiate through performance lifestyle focus.
Deep dives
Introduction of Women's Line at Ron
Ron, known for its men's apparel, has introduced a women's line after a two-and-a-half-year preparation period focused on uniqueness in fabrications, fits, and cuts for women. This decision stemmed from a successful 2019 test collection and a strategic approach to shift the brand's focus towards female customers.
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