Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Rapha Built a Brand for Cycling's Inner Die-Hard
In this episode of Building Brands with Fexingo, Lucas and Luna unpack how Rapha, the London-based cycling apparel brand, created a fiercely loyal community without mass marketing. They trace the brand's origin in 2004, when founder Simon Mottram targeted the elite road cyclist willing to pay $200 for a merino jersey. The hosts explore Rapha's content-first strategy — including its award-winning magazine and films like 'Chasing Legends' — and its controversial model of high prices and exclusivity. They also discuss how Rapha nearly collapsed in 2017 after expanding too…
The skinny
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