Knickerbox rolls out exercise line

Knickerbox is tapping into the popularity of alternative health and fitness with the launch of a yoga and pilates clothing range called Y&P.

The collection, which is being promoted through an in-store tie-up with Champneys Health Resorts and Zest magazine, is being rolled out to the chain's 42 stores this week. Knickerbox is also running a prize draw for customers.

Created by SP Partnerships, the clothes will be promoted in-store through tags on clothes, point-of-sale material and window displays, as well as online via an email newsletter sent to 14,000 subscribers.

The range is available in sizes 8-18, with prices starting at £12.

Earlier this month, Goodstuff was appointed to work on Knickerbox's consumer research, brand positioning, communications planning and creative ideas.

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