Rapha Custom Gives Cyclists the Ability to Create On-Demand Team Kits
Laura McQuarrie — March 12, 2019 — Art & Design
References: rapha.cc & thecurrentdaily
In collaboration with software company Unmade, cycling brand Rapha is making it possible for cyclists to create their very own custom cycling kits on demand with a new personalized service called Rapha Custom. Starting from a template, users are able to select a layout of their choosing and proceed to select a pleasing color palette to unify their team. Even more customization options are available, as teams may choose to upload a logo or text. Once finished, the designs are digitally printed and delivered in a matter of weeks.
According to Ed Clifford, head of Rapha Custom, "The market was crying out for a design-led and fully digital customer experience that was seamless in manufacturing and delivery."
As well as being extremely useful for customer-facing applications, Rapha Custom also has the potential to support Rapha internally in creating special edition designs for partners, prototypes and limited short runs.
According to Ed Clifford, head of Rapha Custom, "The market was crying out for a design-led and fully digital customer experience that was seamless in manufacturing and delivery."
As well as being extremely useful for customer-facing applications, Rapha Custom also has the potential to support Rapha internally in creating special edition designs for partners, prototypes and limited short runs.
Trend Themes
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On-demand Customization — The rise of personalized services like Rapha Custom provides an opportunity for businesses to adopt on-demand customization to cater to individual customer needs.
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Digital Printing — The use of digital printing technology for custom cycling kits is a major trend in the garment industry that presents an opportunity for businesses to offer unique and personalization options.
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Collaborative Partnerships — Collaborative partnerships between businesses like Rapha and Unmade can lead to disruptive innovation in the digital manufacturing and textile industries.
Industry Implications
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Fashion Retail — The advent of on-demand customization through digital printing in fashion retail presents an opportunity for businesses to enhance the customer experience and generate higher revenue.
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Sporting Goods — The trend of personalized cycling kits presents an opportunity for sporting goods companies to offer customization options and unique product offerings for consumers.
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Textile Manufacturing — Collaborative partnerships between textile manufacturing companies and software companies like Unmade can lead to disruptive innovation in the digital manufacturing and textile industries.
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