Premium Positioning: Rapha Clubhouse

The Rapha cycling brand positions itself as an aspirational brand, pricing clothing at a premium price point. To defend this positioning, the company launched about a dozen hub in major fitness cities around the world, offering limited edition items, a cafe and toiletries. This is a nice example of building a lifestyle brand through brand stores. The brand also handles the high price point barrier through a 30 day trial offering on selected products.

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