The irresistible brand

I can’t quite figure out what it is exactly, but there is something about Rapha that draws me in as if I’d never heard of the concepts of ‘marketing’ and ‘consumerism’ before:

A passion for road riding means Rapha is more than just a product company. In addition to its online emporium of performance roadwear, accessories and publications, Rapha also boasts an ever-expanding archive of news, features and events, all celebrating the glory and suffering of road riding.

Take a look at the website and see for yourself how beautiful it is, from the colours on the screen through to the products and services. Also, the short films are in a league of their own.

And then take a look at the price tags…

The future of high-end brands in this bracket no doubt belongs to small, highly specialised outfits that are what they sell. Perfection as such doesn’t exist, but like the Higgs boson it may be created temporarily if you know what you’re doing.

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  1. I didnt know Rapha, but I love the site. Keep the good sites coming :)

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