Bicycles in Product Branding

Having dabbled in marketing in the past with an emphasis on branding, I am always interested in the associations manufacturers use to add appeal to their products. And of course when bicycles are involved I take notice. Looking at how bikes are presented in product branding, there are multiple themes. For instance here is a cycling cow selling ice cream. It's a cute image but why that specific cute image? Well, let's see... The cow is riding a vintage delivery trike loaded with steel dairy containers. So the idea here is to associate the brand with old fashioned methods of production and distribution. This is echoed by the word "creamery" in the name.

And here the idea of cycling is subtly used to associate the "zero calorie" lemonade with weight loss, while the penny farthing imagery goes nicely with lemonade's old fashioned appeal. There's the "honest" thing as well, which I've noticed in other foods that picture bicycles on the label. Do we associate bicycles with honesty?

Wholesomeness maybe, or nature - suggesting that the food is organic and "honestly" obtained regardless of whether that is so? Could be.

Penny farthings are used as symbols of old timey-ness across product categories. This perfume manufacturer uses it to suggest vintage elegance, congruently with the antique look of the bottle and the distressed label. Curious, I smelled the perfume. Sort of floral and dusty, but not too heavy. I suppose it goes with the vintagey presentation, though personally I associate cycling with fresh air and not perfume.

At the same time, bicycles can just as well be used as symbols of contemporary culture. 

I see more and more clothing and accessories where bicycle references serve as shorthand for a "hipster" identity.  "This garment is for the cool urbanite who rides bikes, or wishes they did."

The bicycle can also suggest fun, whimsy, levity. Drinking from these cups promises to be fun because of that bicycle imagery. To some extent this might also be behind the increasing popularity of bicycles on alcoholic beverage labels.

Do bank notes qualify as a product? I guess they do. Someone designs them after all, with both function and aesthetics in mind. While in Antrim, I was intrigued to discover there is an antique path racer on the Northern Ireland 10 pound note. I looked it up, and learned it is in honour of John Dunlop, who invented the pneumatic tyre whilst living in Belfast. So here the bicycle is part of a narrative about heritage - with additional implications of self-sufficiency and freedom of travel. More than anything, I find it delightful to know that about a million people in Northern Ireland are walking around with pictures of vintage bicycles in their pockets.

There is always talk among bicycle activists about how to create positive associations with cycling in the public's eye. Meanwhile, other industries harness the already existing positive associations to enhance the appeal of non-bicycle-related products. Interesting how these things connect, overlap and feed off of each other. 

I wonder to what extent it is cyclists who find bicycle-branded products appealing because they identify with the bicycle, as opposed to non-cyclists whose imagination is engaged by the mere idea of the bicycle. I suppose it is probably both. 

Categories: bicycle industry, fashion industry, social commentary

Song, Dance and Bicycle Romance: The Interbike Fashion Show 2011

bicycles: Linus, outfits: Chrome, models: unknown

Now in its 4th year, the Interbike City Style Fashion Show, presented by Momentum Magazine, was a production in true Las Vegas style. The models - all real bicyclists with healthy body mass indices and mischievous grins - didn't just cycle down the runway. They pranced, twirled, froze in fetching tableaux, and performed choreographed little dance numbers worthy of a small scale musical - against an ever-changing backdrop representing North American cities.

model: Susi Wunsch of VeloJoy, dress: Nona Varnado, bicycle: unknown 

Each model would begin with the standard runway walk, then, seemingly spontaneously strike an outrageous pose or break out into a full on dance routine. Could this have been inspired by Glee?

bicycle: Sun Atlas, outfit and model: unknown

Whatever the inspiration, it was a great display of showmanship, keeping the audience entertained and energized.

bicycle: Bella Ciao Superba; panniers: Basil, outfit and model: unknown

After doing their thing on the stage, the models would ride down a ramp and proceed along a cycle path marked with sharrow decals that wound through the spectators' area, adding an interactive element to the show and creating multiple focal points.

The DJ did an excellent job keeping the energy levels high, and even while taking photos I found myself moving and snapping to the beat.

bicycle: Christiania cargo trike; model and outfit: unknown

It was all great theater, though on a critical note I am not sure how well it worked as a fashion show per se.

bicycle: Gazelle Basic, model and outfit: unknown

I found it surprising that the designers were not named and the pieces worn by the models were not vividly described. If the point of the fashion show was to exhibit new lines of cycling-specific apparel and introduce the audience to new designers, I did not really feel that happening. It's possible there was a brochure I missed where this information was provided [edited to add: yup, there was - someone's just emailed me a copy and I've posted it here], but even then I feel that it should have been a prominently vocalised part of the show itself.

bicycle: Biomega, dress: Sheila Moon, model: unknown

This neo-Edwardian dress - which is difficult to photograph but looks stunning in person - was my favourite piece, but unfortunately I did not know who made it or anything else about it at the time of the show. I've since been told it's by Sheila Moon, but I do not see it on her website - link to the dress anyone? I have a dozen photos of it, but as luck would have it most of them came out blurry!

bicycle: Handsome Cycles, trench: Madame de Pe

Another piece that stood out was this cape-like trenchcoat, with its unusual tailoring. I imagine the tent-like shape is to keep the knees dry in the rain.

model: Will of BoxCycles, bicycle: Styriette Pedelec,  outfit: unknown

In general, I would have loved to learn more about the clothing, and to know what exactly makes each outfit conducive to cycling - especially since some of the designers must have worked hard on that aspect.

bicycle: Yuba, outfits and models: unknown

All in all, I think the show was more about fostering a positive, even romantic image of the bicycling lifestyle than about displaying specific pieces of apparel - which I don't have a problem with in the least, but which I don't believe is technically a fashion show. Then again, who wants to be technical about it if the audience is having a good time.

bicycle: Electra, outfit and model: unknown

One concept that the show brought across quite successfully, I thought, was the possibility for variety. Some pieces did seem to be bicycle-specific designs, while others appeared to be just regular clothing. Some models were wearing helmets and others were not.

It seems that many manufacturers are trying their hand at cycling-specific street apparel nowadays: everything from jeans and dressy trousers to button down shirts and blazers. And while some believe that to ride for transportation one need only look in their closet, others welcome these bicycle-specific inventions. The Interbike Fashion Show seemed to embrace both views - encouraging cyclists to wear whatever makes them comfortable and to have fun with it.

Categories: bicycle events, bicycle industry, clothing, fashion industry, Interbike