The Disciples Of Design

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Andy Bainbridge – Lecturer in Visual Communications – Preston UK
Mike Rigby – Creative Director Interbrand – Sydney AUS
Billy Harkcom – Creative/Director Hark!Design – San Francisco USA
Jon Harker – Lecturer in Visual Communications – Preston UK
Jennie Spiller – Designer Turner Duckworth – London UK

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THE BRANDED ‘MAMIL’

Posted by AndyB

Funny how the BBC are jumping on the bandwagon with their article ‘The Rise of the MAMIL’ (middle aged man in lycra). ‘The Times’ were there with an article in their magazine six months ago (http://www.timesonline.co.uk/tol/life_and_style/men/article7065354.ece ). Anyway. What’s interesting is the rise and rise of expenditure around cycling and the exponential growth of related brands. Take ‘Rapha’ for instance. This brand was carved by hand for the MAMIL. It’s retro style, it’s slick black and touch of pink styling with the upmarket and fashionable association with ‘Paul Smith’. It’s like the VERTU phone equivalent for cyclists. The more expensive it gets, the more it is desired, the more exclusive it becomes for the MAMIL who, that said, has the wallet (but maybe not the legs) to match it. Ridley Scott Associates have even made beautiful cycling films for Rapha, another angle to make the MAMIL froth at the jaw.
Late night ‘Nocturnes’ and the partnership with CONDOR connect it back to the sport. A wonderful 360 degree MAMIL package. A truly successful and timely MAMIL brand. Their isn’t an agency in London without Rapha gear sweating on a radiator or hanging from from a bookcase. It’s an amazing case study. Cyclists have been selling their old heavily used Rapha gear on Ebay for more money than they paid for it in the first place. It’s become collectable, especially for the MAMIL in USA.  The MAMIL, marketeers love them. They’re easy to spot. Easy to sell to because they become addicts. A true MAMIL loves all the gear. They’ll sport their brands proudly and deny that they are a cliché. True ‘Roadies’ (racing cyclists) deny being one due to the fact that they race. They’re the ones who walk into Evans reluctantly or click on wiggle.co.uk because its easy.  Then they feel guilty that they’re not using their local cycling shop where they hang out and chat on a Saturday checking out new shiny parts. These true roadies won’t wear Rapha or if they do, not too much of it. They’ll be wearing the Swiss brand Assos, (not to be confused with ASOS women’s wear). They might have the odd Rapha hat or merino woolen socks that they claim to be a birthday present. There is an under current denial. But the true MAMIL just loves it all and splashes it on from head to toe. In the West End you can count the number of MAMILS cycling to work on their fixies (on single speed mostly not fixed). They’re the ones in black and pink who jump the queues and red lights or try to attempt a poor track stand. They place themselves above everyone on two wheels including the brandless couriers in the hierarchy of man and steel.

Article written by Robbie Laughton founder of Dave

Posted on Sunday, April 10th, 2011 at 4:24 pm by AndyB. Filed under BRANDING, THOUGHTS. Follow responses to this entry through the RSS 2.0 feed.

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