Sadly hype>‘drop’>sell out is the current retail/marketing strategy for many brands. Rapha were late to it but it’s not unusual and I think many people are fine with it.
They had their fingers burned with the previous approach, which was overstock>bargain bin>devalue product. I became trained to wait for sales but after a few years now I’ve accepted the price of their goods again…because some of it is the best out there.
You’re totally over crediting them for ‘strategy’
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