Charting a Quest: Rapha and its Storytelling Potential

Glover, Catherine (2016) Charting a Quest: Rapha and its Storytelling Potential. In: Global Fashion Conference 2016, 20th - 21st October 2016, Stockholm.

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Abstract

Purpose
This paper explores how British luxury brand Rapha builds written stories of heroic journeys into its published artifacts and specifically utilizes the concept of the cycle ride as epic quest.

Design/Methodology/Approach
Through textual and linguistic analysis, it examines how Rapha attempts to communicate its brand values through stories and meaningful language that taps into the pursuit of a transformative experience.

Findings
It examines how Rapha’s allegiances and quest values can be seen to build on many canonical sporting beliefs and historical myths where elite riders are posited as ‘warriors’ and stage ‘heroes’ with epic ambitions (Barthes, 1957).

Research limitations/implications
This is the preliminary study in a longitudinal inquiry into Rapha’s storytelling as an exemplar luxury brand.

Originality/value

This paper explores how Rapha situates questing tales of glory rides within its promotional brand environment and their function as primary driver of its marketing communications.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Fashion, story, luxury, marketing, brand, cycling, Rapha, promotion, quest, storytelling
Subjects: W200 Design studies
Department: Faculties > Arts, Design and Social Sciences > Design
Depositing User: Ay Okpokam
Date Deposited: 02 May 2017 10:03
Last Modified: 17 Nov 2017 02:58
URI: http://nrl.northumbria.ac.uk/id/eprint/30654

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