Sure you all saw this while relaxing with the FT yesterday, but just in case
http://www.ft.com/cms/s/2/ce39a52a-4a86-11e2-968a-00144feab49a.html#axzz2GWbHd4HU
Nice story.

Thanks for posting, interesting piece.

TSC +1.

Thanks.

Great article thanks!

Secret Rapha clothes?!

Good to see a British success story in the current economic climate.

Secret Rapha clothes

Oh, you mean you’re not an Imperial Works member?

I like that

It’ll be interesting to see how they deal with mass production and keeping the quality.

One Rapha for those who can and one for the plebs!

It’s a good story. But I still stay clear of their kit because as a Marketing professional I know how premium pricing and branding can be used to create desire for a brand.
And why did they choose the FT? Bang on the target market if you ask me…
As a cyclist who uses his kit every week I don’t think I need to spend that much to get kit that works and lasts… it’s premium stuff for people who like the brand image. I don’t have a problem with that really but I think there’s a degree of telling a story to justify massive margins…

Double post

It’ll be interesting to see how they deal with mass production and keeping the quality.

Exactly, this is what I’m interested in.

Their pricing is no different from top of the range Assos and Castelli etc, its just that they don’t offer a cheaper line, so subsequently all their gear seems expensive.

Agreed it’s fuelled by marketing, but what isn’t.