From the official site:
"Fans have discussed the shade of claret featured on previous tops, as they referenced tones that range from pink to purple on message boards and social media.
This has been noted by club officials and we’ve moved to look into the issue, alongside Roper and Fanatics.
We believe, having already done some initial and detailed exploratory work, that the new kit will feature a darker shade – and one seen by our fanbase as a more genuine claret colour."