Rapha and Team Sky - a challenge for rapha branding?

The news that Rapha is teaming up with Team Sky became a well known fact to everyone on the 30th of August. Exciting news in many ways, as Team Sky is well-known for its high demands when it comes to quality and "marginal gains", while Rapha has managed to picture itself somewhere between the high-end manufacture line and lux. The downfall, at least for Rapha's part is considerable, as any supplier to one of Britain's top performance brands. At the same time, remember Rapha is not new to the racing stage, they have supported Rapha Condor Sharp (RCS) a pro-continental team for several years benefiting from experiences in tech drawn from there.

Branding
Much can be said and written about branding. Worldwide consultants paid by the hour compete telling us as consumers and corporations how necessary it is to be visibly out there. So what is branding? Branding is linked to many aspects; sales, marketing, strategy, storytelling, identity etc. The American Marketing Association (AMA) defines a brand as

name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.   

Therefore, it is logical to link psychology to branding, to get consumers to believe that a product/brand is the only one that can meet the standards or solve my "problem."

Upwards, downwards or sideways
It didn't take long before both Team Sky boss Brailsford and Rapha CEO Simon Mottram released the usual carefully written statements surely approved at multiple levels in both organisations. Usually I'm not that interested in them, as many tend to be "attributed quotes" as the eminent Inner Ring has written about earlier.

How will the deal between Sky and Rapha affect consumers?

Yesterday I tweeted exactly that, mentioning that I look forward seeing what will happen to the brand. I must admit I like the brand. The way they have build their brand along the years, particularly the stories and pictures. I also have some clothing, very happy with some of it, not so with every piece of clothing.

When a manufacture sponsor a team, there surely (as well as hopefully) there will be an increase in sales. That's the point in the first place, right? Rapha has managed to link itself somewhere near the lux-scale in clothing today, upscale pricing isn't, of course, in itself a sign of quality, but Rapha has managed to brand itself to that too. Based on activity on twitter when Rapha is being mentioned, it seems people either like it or hate it, not so much in between. Much of the criticism have been regarding pricing. Today, a number of Rapha products are being made in China by KTC, albeit designed in the UK. As volume increases, will we see lower prices? Claims have been made that some manufacturers have operated with one clothing-line for pros and one for the others. Of course, pros might have made to measure jerseys, as they tend to have slightly less arms than most, but if the fabrics are two very different, some people might react. My opinion is that you get what you pay for and perhaps is this the way it will and needs to be. Alex Murray called this "diffusion line" earlier today, "slightly cheaper materials/manufacture, but same look."  

What I surely think Mottram didn't expect when he co-founded the brand in 2004 is the possibility to find a replica jersey in a mobile trailer sales-out at the foot of Alpes d'Huez. Another way of viewing this is that you actually succeeded in building a great brand since people are copying your products.

Summary
What will come out of the Sky-Rapha deal will be exciting. The people behind Rapha have been very consistent and thoughtful in their branding up to now, so there is nothing indicating this will not go the way they have planned. If they are able to meet the formidable focus Sky have on R&D, details and "marginal gains". A chance like this for a manufacture is a once in a lifetime shot so why not grab it with both hands?

To us consumers? Hopefully a lower price on their products, as the volume most likely will increase. If Rapha want to differentiate between the highest end of products and the products for recreational riders, please do so. After all, as Alex Murray wrote, one can still earn lots of money on cheap(er) things:

Cycling in the winter wonder land

I used to love winter. Being out in the cold, training cross country skiing or thundering down a ski slope. After all, Norwegians are born with skis on their feet they say. Well, I'm not so fan of winter any more. If it derives from the fact that I am older and not play outside I don't know. Could be my interest in cycling as well, I have stated that I will reside in Nice or around there. Partly because it is nice and warm, partly because I can bring my bike. A great combo.

As you can imagine I like cycling a lot. This year I bought meself a turbo, installed it in the basement and have been using it. I find it slightly boring I must admit, but it is better than not riding at all. I also can look at some movies or follow one of the DVDs that followed the package from Evans.
But I have been feeling rather angry and disappointed by meself reading stuff on twitter, like: "just came back from a 2 hrs easy spin outside" or  "the essence of cycling is found outside now folks!". And the worst is that many of these don't even live in the Southern part of France or in Mallorca for that matters, they who do don't count and they don't get free points for winter training. No no, these people live in "winterly" places, Britain, Canada, Germany, Belgium or Norway.

So I have decided to buy some wheels with spikes for training outside, even if I have to buy meself a new wardrobe. My Rapha kit is spring/summer/autumn-only... I will have to use my MTB for winter training but so be it. I'll pack some kilometres in the legs anyway, and winter is long here. I rode my final outdoor ride on my roadbike early in November, still the snow will be here until April.

But there are those who fight the cold here a long way from the south of France. At the same time logging those essential kilometres. Actually, a Norwegian guy got selected during the annual Rapha festive 500.

Check out some of the winners here, the rest of the winners know who you are. Chapeau.

Rapha has a nice article here as well, take a look!

Branding - why Rapha stands out in the crowd

In 1937 Dale Carnegie wrote a book called how to win friends and influence people. Not very humane and empathic for a title, is it? This is considered one of the first self-help books ever made, more importantly, it is considered a bible for communicators and marketing advisors still today.

Some brands are more catchy than others, as normal you might add. Why is it that some brands "get to us" more than others? We somehow identify with certain brands more than others. Who's choosing who?  No matter the answer, does it really matter? If cyclists are vain and by definition concerned by what they look like, it does matter.

My story

Three years ago I was on a plane reading an in-flight magazine. There was this small picture and a mere four lines about two friends who had started a cycling brand called Rapha, they specialised in quality clothing for the rider who wants the little extra. I took a note of that brand and decided to investigate further. And before you ask, no I don't own any stocks in the company, and I have never received anything I haven't paid full price for. What I enjoyed the most on their website was the stories. The stories about the nature of cycling, why the company was founded and those "epic" pictures taken by Ben Ingham that illustrated rides adding depth to the stories. And of course I like to think of myself as a guy who believes quality does matter. Basically I think the brand touched my feelings when it comes to cycling. The same feeling I got when I read the words of Phil Deeker's for the very first time (described in my very first blog post). This is what I relate to when it comes to cycling, and because of that I should be a part of it. On the other hand it could might as well been what I wanted to be a part of. To Simon Mottram, it probably doesn't matter as much but I like to think of myself to be as conscious as possible when I make my decisions.

What a brand Rapha has become. They are actually the best company I've known when it comes to branding, at least in the cycling industry. Today when globalisation is only a mouse-click away, branding is virtually impossible if you don't possess and/or deliver the life, goods or style you're claiming to have.

To me Rapha adds a further dimension celebrating the suffering in cycling. Like the ride celebrating the 100 years since the Tourmalet was first climbed in the Tour. Also the soon finished Rapha festive 500km which is set to enhance winter fitness during the food fiesta Christmas has become adds to the position Rapha's gained in the market. Very clever.

Not to mention the news concerning ASO and Rapha recently, where Rapha will be strategic marketing and product partner to ASO. This is of course a result to what Rapha has accomplished so far both product-wise but also their ability to share powerful stories cyclists can relate to. in today's world of information overload, only the ones with the strongest stories within their niche will survive.

  

I have some of their kit, and I'm very satisfied. I don't know if my bib or jersey are much more stylish than others, but I'm very comfortable with the quality of the products I have. I have tested some brands and I have to say that the quality Rapha gives is very good. If doing a blind test, would I know I'm wearing Rapha or Assos? Probably not. Maybe that proves I'm just a product of marketing managers and not that conscious I'd like to be.

To me simplicity and quality rules, but when the products are this pricey as they are, I might check elsewhere next time. But I know I'll get back to Rapha, if not to shop, but to get into their world by reading stories and look at the pictures.

About cycling and about me

"Cycling is a perfect form of escapism and of nostalgia. It is such a simple action, yet one of the hardest things we learn to do as a young child. But what a breakthrough when we can finally ‘fly’ on two wheels, for so many of us it was a gateway to freedom as a child. As an adult, it brings back that pure joy from so many years before, even though we may not be conscious of this. As for the ‘attraction’ of suffering, I believe this too comes from something deep inside. We lead an existence, in our privileged western world, which seldom inflicts crisis upon us, at least on a physical plane. Through extreme sporting exploits we connect back to a primitive part of ourselves: stand up and fight or lie down and roll over. It allows us to achieve a sense of self-pride that is often so hard for us to find in ‘normal’ life. Or accept defeat humbly with a vow to return and try again." 


These words are from an interview a cyclist named Phil Deeker did for Rapha. The interview as a whole can be read here.

These words describes to the fullest my thoughts on why I love cycling. I'm merely an amateur, an average cyclist who simply can't get enough of it. News, races, interviews, I follow them all. From a distance that is, as a full time job, a lovely wife and a beautiful daughter claims what's rightfully theirs. There have been some vacations to France in July, I have to admit. Next project is a trip to one of the great classics.

Why cycling

My passion for cycling began some years ago, much because of the coverage of le tour made by Norwegian TV2. Hours of great scenery combined with skilled commentators who not only focused on the sport but on France and cycling history and great athletes, made me hooked. And of course, if it wasn't for Norwegian riders like Thor Hushovd and Kurt Asle Arvesen, my interest would perhaps not been so profound, at least not so fast. The interest for cycling in Norway is and have been booming, many new riders have made it into the PRO lines, among them Edvald Boasson Hagen who grew up near my hometown. And that is all we have in common, that's for sure. I consider myself lucky since my wife also is a great fan of the sport as well. That makes a lot of things much easier, our family holidays to France included.

Phil Deeker describes the suffering in cycling as something he enjoy the most. As I read his thoughts, I also rely on the "fun parts" he's talking about. The escapism from the daily hustle and bustle, the anticipation before and the feeling during and after an outdoor workout, the simplicity of just getting out the door and go somewhere, anywhere. It is a happy smile on my face when I walk in the door after a ride, that's for sure.

How to reach me

Please send me an email to pedalingtheroad@gmail.com. I will appreciate any feedback from you, either on this blog, on twitter or by email. I cannot promise you an answer right away, but I'll never ignore you on purpose.

Hope you will enjoy reading this blog. I will focus on tips & tricks, news & stories, a bit on clothing and equipment. As I mentioned I'm not a very experienced rider. I love riding my bike for recreational rides and for training. Competing has and will take place, but sporadic. You are hereby warned, I do not represent any formula for success but predicts merely an alternative perspective to you.


Enjoy.