More than any other brand I have come across, Rapha exemplifies marketing in the experience economy. They understand that the story telling process can be the best way to engage consumers. The production level of their videos is incredible - allowing emotion and experiences to be felt by the viewer, whether its the utter desperation of a long climb or the horrifying thrill of a canyon descent.
Cent Cols Challenge 2012 from RAPHA on Vimeo.
"Rapha creates the finest cycling clothing and accessories in the world.
Designed without compromise for the most discerning rider, Rapha
products blend style with optimum performance. A passion for road racing
means Rapha is more than just a product company. It is an online
emporium of performance roadwear, accessories, publications and events,
all celebrating the glory and suffering of road riding." - www.rapha.cc