RAPHA x OUTDOOR VOICES - A FOCUS ON LOCAL EXPANSION
As states have started to reopen in the US, Rapha - a brand for cycling gear, and Outdoor Voices - an activewear brand, announced their collaboration to launch a new collection.
The new collab focusses on the performance-level range of biking wear that Rapha is known for, paired with the fun colors and designs of OV.
Both of the brands have a reputation of providing some of the best quality products within athletics, but the focus of this collaboration effort was more for reminding communities of the joyful, freeing feeling of hopping on a bike in the summertime.
Both of the brands have focussed past expansion efforts through building local communities, which is what this new capsule collection is helping to promote. By wearing this new gear, it will be easier for consumers to get out onto their local bike paths and safely spend more time outdoors.
BRANDS IN FOCUS
Totem has been steadily following the direct-to-consumer space and we have been taking a look at what strategies brands and companies are taking on. Especially during COVID, many DTC companies have discovered unique approaches to reaching and engaging with customers. Here is one example of a successful approach adopted by a DTC brand.
