research product . 2016

Charting a Quest: Rapha and its Storytelling Potential

Glover, Catherine;
Open Access English
  • Published: 20 Oct 2016
  • Publisher: Global Fashion Conference
  • Country: United Kingdom
Abstract
Purpose\ud This paper explores how British luxury brand Rapha builds written stories of heroic journeys into its published artifacts and specifically utilizes the concept of the cycle ride as epic quest.\ud \ud Design/Methodology/Approach\ud Through textual and linguistic analysis, it examines how Rapha attempts to communicate its brand values through stories and meaningful language that taps into the pursuit of a transformative experience.\ud \ud Findings\ud It examines how Rapha’s allegiances and quest values can be seen to build on many canonical sporting beliefs and historical myths where elite riders are posited as ‘warriors’ and stage ‘heroes’ with epic am...
Subjects
free text keywords: W200
Related Organizations

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Polkinghorne, D.E.,1988. Narrative Knowing and the Human Sciences. Albany: State University of New York Press.

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