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Rapha, nice but a bit pricey?
 
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Old 30th August 2012   #9251
Brave
 
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All 2013 Sky races will be EPIC and filmed in black and white only
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Old 30th August 2012   #9252
6ptdonor
 
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Quote:
Originally Posted by JAH tim View Post
Luxury commuting I hope
Usually in slo mo.
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Old 30th August 2012   #9253
TW2donor
 
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Originally Posted by adoubletap View Post
On the plus side, Rapha now stocked in every Evans in the country.

As dammit says I think they just killed their brand
Increased penetration, increase turnover, decreased costs, increased profits / ROE.

Sounds like "brand" is worthless as a concept for Rapha as a business.

Or, rather, it's a tool that has served its purpose.
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Old 30th August 2012   #9254
_dan_
 
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Originally Posted by 6pt View Post
This forum's been more about commuting than riding for months years. It's bikeradar with skinny jeans.
I don't commute, and I don't even have a bike I could commute on anymore. Shits weird these days.
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Old 30th August 2012   #9255
_dan_
 
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Being widely available won't kill the brand. That line of thinking is just ridiculous. Yes, perhaps it will be less a 'niche' brand - but this is sportswear we are talking about: 'niche' is cool, but cool makes fuck all money.
Perhaps it might alienate some of their existing customer base, but really when you're talking about the percentages that's pretty insignificant. I'm sure they could care less that 1% of their existing customer base decide to start buying Assos instead. Bear in mind that having their off the bike range in the public eye constantly is marketing gold, about as good as it gets. Everyone here is mainly looking at this from a cycling point of view, but a possible side effect (or deliberate effect) will be that non-cycling people will start wanting that lovely polo shirt Wiggin's was wearing on television. For people who are used to paying 300 for a shirt, 90 (or whatever) for a polo is small change.

In any case, given their attention to detail - I imagine that they will find new ways to cater for their original 'niche' customers through stuff like Imperial Works and other sub brands (like Miro_o said) - without losing them. They may be disorganised about certain things, but to date they have managed to expand reasonably well, and they are incredibly good at managing their own brand.

Thinking about taking some time to write something properly about this while I'm away on holiday. It's a pretty interesting development from a brand point of view, and also ties into a whole other bunch of interesting stuff about mass marketing of luxury products I've been looking at recently.

Last edited by _dan_; 30th August 2012 at 12:38.
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Old 30th August 2012   #9256
Brave
 
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repped
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Old 30th August 2012   #9257
daccordi
What will happen to the Rapha Sharp team?

This was rumoured a few months ago and I thought it was unlikely, didn't think they were big enough. The few customers they will loose due to this will be replaced ten fold easily now. I hope they colaborate and produce some more new great Rapha products
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Old 30th August 2012   #9258
rusty
 
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^ Rapha Condor Sharp is going to be Rapha Condor Costa Express next year.

more info

EDIT: I'm not sure if Sharp are being replaced or not. They're sponsoring the Garmin pro tour team next year.
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Old 30th August 2012   #9259
_dan_
 
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Originally Posted by Chalfie View Post
Why are you all fucking stressing about increasing the popularity?
You all fucking wear it anyway, you don't look any fucking different just because you're on your fixeh fucking skidder.

"oh no, now the plebs are going to get rapha"

The plebs, i.e. the majority, are already wearing it. The brand isn't dead. It's just become more mainstream.

Boo fucking hoo. There will be more people wearing their clothes, riding badly, drinking coffee and bitching about other people on bikes.

They sound like they'd fit right in on here.
^commutes in Rapha. FACT.

:)
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Old 30th August 2012   #9260
Dammit
 
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Originally Posted by _dan_ View Post
They may be disorganised about certain things, but to date they have managed to expand reasonably well, and they are incredibly good at managing their own brand.
Apart from when they miss the really obvious stuff.

Anyone wishing to make a quick buck could register all, or any of these:

www.raphasky.cc
www.rapha-sky.cc
www.raphasky.com
www.rapha-sky.com
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Old 30th August 2012   #9261
Chalfie
Quote:
Originally Posted by _dan_ View Post
^commutes in Rapha. FACT.

:)
Not at the moment I don't.
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Old 30th August 2012   #9262
_dan_
 
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Originally Posted by Dammit View Post
Apart from when they miss the really obvious stuff.

Anyone wishing to make a quick buck could register all, or any of these:

www.raphasky.cc
www.rapha-sky.cc
www.raphasky.com
www.rapha-sky.com
Neil, seriously?

As IF they are going to be a top line sponsor for the team! I very much doubt that Rapha are willing (or able) to even go halves on Sky's 10.5m sponsorship (that figure is for 2011, it's probably more like 12m now).

Keep in mind that Sky's other sponsorship sources in 2011 only amounted to 3.1 million combined (which includes: Shimano, Gatorade, Pinarello, IG Markets etc etc AND ADIDAS) .

Rapha are just going to be making the kit, they are not a top line team sponsor. If they are, then I will eat my keyboard.

(btw - read this: http://inrng.com/2012/08/team-sky-budget-accounts/ ... it's interesting)
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Old 30th August 2012   #9263
_dan_
 
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Originally Posted by Chalfie View Post
Not at the moment I don't.
too hot for your fancy trousers?
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Old 30th August 2012   #9264
Chalfie
Fancy? The ones where the buttons fall off and the arse goes bobbly after <10 rides?
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Old 30th August 2012   #9265
Dammit
 
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Quote:
Originally Posted by _dan_ View Post
Neil, seriously?

As IF they are going to be a top line sponsor for the team! I very much doubt that Rapha are willing (or able) to even go halves on Sky's 10.5m sponsorship (that figure is for 2011, it's probably more like 12m now).

Keep in mind that Sky's other sponsorship sources in 2011 only amounted to 3.1 million combined (which includes: Shimano, Gatorade, Pinarello, IG Markets etc etc AND ADIDAS) .

Rapha are just going to be making the kit, they are not a top line team sponsor. If they are, then I will eat my keyboard.

(btw - read this: http://inrng.com/2012/08/team-sky-budget-accounts/ ... it's interesting)
That's not what I'm getting at.

That they are not going to be a title sponsor is irrelevent- they are going to want to make some capital out of this.

A UDRP action to recover a domain name is ~8,000.

So by failing to spend ~80 on those domains Rapha are exposing themselves to (potentially) 32,000 worth of WIPO fees.

Rapha are a small British company- but if they want to be a true global player then they need to stop making silly errors like this.
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Old 30th August 2012   #9266
_dan_
 
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why would they need any of those domains? Just so they can point the DNS somewhere else?

Google rankings are all that matter - if their site and Sky's site are SEO'd properly then it's irrelevant how many other domains they don't own.
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Old 30th August 2012   #9267
bodieanddoyle
 
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Quote:
Originally Posted by _dan_ View Post
Being widely available won't kill the brand. That line of thinking is just ridiculous. Yes, perhaps it will be less a 'niche' brand - but this is sportswear we are talking about: 'niche' is cool, but cool makes fuck all money.
Perhaps it might alienate some of their existing customer base, but really when you're talking about the percentages that's pretty insignificant. I'm sure they could care less that 1% of their existing customer base decide to start buying Assos instead. Bear in mind that having their off the bike range in the public eye constantly is marketing gold, about as good as it gets. Everyone here is mainly looking at this from a cycling point of view, but a possible side effect (or deliberate effect) will be that non-cycling people will start wanting that lovely polo shirt Wiggin's was wearing on television. For people who are used to paying 300 for a shirt, 90 (or whatever) for a polo is small change.

In any case, given their attention to detail - I imagine that they will find new ways to cater for their original 'niche' customers through stuff like Imperial Works and other sub brands (like Miro_o said) - without losing them. They may be disorganised about certain things, but to date they have managed to expand reasonably well, and they are incredibly good at managing their own brand.

Thinking about taking some time to write something properly about this while I'm away on holiday. It's a pretty interesting development from a brand point of view, and also ties into a whole other bunch of interesting stuff about mass marketing of luxury products I've been looking at recently.
This
Quote:
Originally Posted by Brave View Post
repped
And this.
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Old 30th August 2012   #9268
Dammit
 
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Quote:
Originally Posted by _dan_ View Post
why would they need any of those domains? Just so they can point the DNS somewhere else?

Google rankings are all that matter - if their site and Sky's site are SEO'd properly then it's irrelevant how many other domains they don't own.
So the domain is irrelevent in terms of search?
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Old 30th August 2012   #9269
Dammit
 
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Tell that to BMI Hose Ltd

http://bmihose.com/
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Old 30th August 2012   #9270
_dan_
 
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to a point yes - optimised content on the site, meta tags, page naming, links out of the the site and back to it, frequency of content posted... etc etc.. all of those things are what google cares about.

disclaimer: I am no SEO expert, I know what I know, because I have to know enough as part of my job.
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Old 30th August 2012   #9271
miro_odonor
 
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http://www.teamsky.com/sponsors/rapha
&
http://www.rapha.cc/teamsky/

The correct hierarchy and they don't have to give you a penny Dammit.

:-)
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Old 30th August 2012   #9272
Dammit
 
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That's all jolly nice until some chaps with a factory in Xiaman register rapha-sky.cc and start punting Rapha-Sky team kit for 50% of the RRP, innit.

As I said, by missing out a simple, cheap defensive measure they are leaving themselves exposed.

At the moment they've not been targeted as they are too small- but that'll change.

Sky are, in general, all over this side of things.
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Old 30th August 2012   #9273
_dan_
 
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buying and parking URL's isn't going to proof you from that sort of thing anyway. It's irrelevant.
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Old 30th August 2012   #9274
_dan_
 
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anyway, boring. I'm sure they have consultants for this, and if they don't - they'll be able to afford them soon
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Old 30th August 2012   #9275
Dammit
 
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^True- I suppose a court action in mainland China is only ~5 jerseys and some socks anyway.
^^Not true.
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Old 30th August 2012   #9276
miro_odonor
 
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Quote:
Originally Posted by Dammit View Post
Sky are, in general, all over this side of things.
I know, I registered a ton or domains for them 2 years ago.

That's got more to do with the paranoia of art directors and consultants generate when they get together than anything.
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Old 30th August 2012   #9277
_dan_
 
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exactly
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Old 30th August 2012   #9278
_dan_
 
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Quote:
Originally Posted by Chalfie View Post
Fancy? The ones where the buttons fall off and the arse goes bobbly after <10 rides?
you're too fat. Get on that turbo, tubby
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Old 30th August 2012   #9279
Chalfie
Really?
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Old 30th August 2012   #9280
NurseHollidaydonor
 
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Quote:
Originally Posted by _dan_ View Post
to a point yes - optimised content on the site, meta tags, page naming, links out of the the site and back to it, frequency of content posted... etc etc.. all of those things are what google cares about.

disclaimer: I am no SEO expert, I know what I know, because I have to know enough as part of my job.
I am fairly certain, it's partly Dammit's job to be an SEO and domain expert so I'm on his side here.
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Old 30th August 2012   #9281
miro_odonor
 
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It's partly my job to call bullshit.
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Old 30th August 2012   #9282
miro_odonor
 
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Jokes. Unless Dammit can provide shouty voicemails from Brailsford or Motram.

;-)
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Old 30th August 2012   #9283
Dammit
 
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It's boring now, as Dan and Miro say- back to the Merino base layer 10 issue
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Old 30th August 2012   #9284
_dan_
 
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Quote:
Originally Posted by Chalfie View Post
Really?
no. Not really. Bit of Zumba wouldn't hurt though
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Old 30th August 2012   #9285
Chalfie
Zumba?
It's all about VIPR.
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Old 30th August 2012   #9286
_dan_
 
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is that Ved's new thing then?
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Old 30th August 2012   #9287
pointerdonor
Quote:
Originally Posted by Brave View Post
All 2013 Sky races will be EPIC and filmed in black and white only
Rapha caps under 'Mr Whippy' helmets?
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Old 30th August 2012   #9288
_Zed_donor
 
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say what?
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Old 30th August 2012   #9289
pointerdonor
Team Sky's helmets kind of remind me of said ice creams...maybe just me.
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Old 30th August 2012   #9290
_Zed_donor
 
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So Wiggo and co are gonna end up looking like DJ!
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Old 30th August 2012   #9291
Brave
 
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Marginal domains..


lol
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Old 30th August 2012   #9292
_dan_
 
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boom!
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Old 30th August 2012   #9293
Multi Groovesdonor
 
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Quote:
Originally Posted by biarittz View Post
^^ Book your waitress, he's here all weak :-)
Congrats to them though.
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Old 30th August 2012   #9294
Tenderloindonor
 
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Nobody wants seo sites with hyphens in though, so basically worthless...

........godaddy...
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Old 30th August 2012   #9295
sasmon
 
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Rapha Sideburns Wax- Look your best on and off the bike whilst keeping those stray hairs in check. Rapha have developed this new essential product in collaboration with Brylcreem and Bradley Wiggins, to improve the airflow over your ears. Now you can look sharp and nail your PB at the next time trial.
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Old 30th August 2012   #9296
Dammit
 
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Quote:
Originally Posted by Tenderloin View Post
Nobody wants seo sites with hyphens in though, so basically worthless...

........godaddy...
Yeah, I should have been clearer on this- I'm not talking about this from the perspective of marketing, I'm talking about this from the perspective of IP/brand protection.

For example, if you do a whois lookup for wwwrapha.cc you will see that it's not registered- which tells you that (as yet) no one at Rapha have considered fraud prevention to be worth looking at.

Anyway, this is well boring, innit.

I wore my cross bibs today and they were very comfortable.
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Old 30th August 2012   #9297
andypdonor
 
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Round 1 of the South London Cross League was last night, you plum.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
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Old 30th August 2012   #9298
Dammit
 
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Couldn't make it from work in time I'm afraid.
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Old 30th August 2012   #9299
andypdonor
 
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HH next Wednesday. Ride the cross bike to work.
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Old 30th August 2012   #9300
Dammit
 
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Roger Wilco.
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