The Creation of a Cycling Store by Natasha Kate Stock

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The basis of this research is to develop a concept that addresses from a cross over of fashion and cycling in the 21st Century. The inclusive of this, analysing the market as it stands, and include creative concepts which target the gap in the market for a hybrid

the needs that come outcome will be a full execution of womenâ&#x20AC;&#x2122;s cycling brand.

By Natasha KAte Stock

contents Introduction

Consumer Analysis

> Statistics > The future of sports

> Defining the hybrid consumer

Designer Trends > > > > > > > >

Adidas The 2012 Olympics Bally Louis Vuitton Phillp Lim Armani Stella McCartney Julien David

Brand Application > Store inspiration > Visual Merchandising > Trend inspiration

The brand > Meet Endo > Launch Plan > Future

Market Analysis > H&M & Levis: High Street brands > Nike & Adidas: Case studies > Urban Legend & Iva Jean: International brands > Ana Nichoola & Cyclodelic: Competitors > Rapha & Vulpine: Luxury brands

Industry Analysis > Understanding the consumer

Word count: 4812

aim objectives

Allow women to claim back their femininity within cycling. 1 Build a lifestyle brand for the womenâ&#x20AC;&#x2122;s cycling community. 2 Create a range of clothing for women that can be worn on and off the bike.

insight

Women have limited status within the cycling world. They are not able to express their femininity through what is currently on offer in the cycling attire market, usually wearing clothing designed for men, by men.

Big idea

Sport and fashion are increasing in overlaps. The creation of a hybrid cycling clothing brand will be a key solution in aiding todays hectic lifestyles.

creative concepts

1 A seamless transition from bike to daily activity. Fashionable clothing that fulfils needs set by environment and style. 2 A store mirroring website interaction. A place for consumer events and experiences.

On understanding the importance of our appearance we need to evaluate the relationship between fashion and lifestyle. It has been suggested that â&#x20AC;&#x153;the future of sports fashion will be geared neither toward sport nor fashion, but instead toward the provision of apparel to facilitate the performance of lifestyles.â&#x20AC;? (Salazar 2008, p.95). There has already been a notable shift of fashion and sport coming together to suit new demands, but also revealing itself to what could be above all the sole driver of this shift, our lifestyles.

Fig. 1

introduction The outcome of this research will be to determine how, where and why a new sports brand for women is a step forward in women’s cycling, and a step away from the market as it now stands. The need for this brand comes from a clear neglect of the female form when designing cycling apparel for women. The clothing currently available to women is seen as serious, technical and alienating. There is not currently a brand available in the UK which produces a complete range of clothing for women which can successfully be worn on and off the bike, whilst appealing to the fashion conscious. This is the gap in the market. In the future there needs to be a point where women naturally fit into the cycling world, like the tennis world of today. This can be helped by creating an acceptable attire for cycling, which is easily accessible, fashionable and practical. There is a need for a place that women can go to where they know something has been designed specifically for them, and specifically for the activity of cycling.

you operate completely on your own, and it occasions the first time in your life you lay out your own route and and choose your own destination.” (Weiss 2010, p.45/49). This depicts the essence of the bike as a tool for freedom and expression, which is something that should come across in what people are wearing when they ride their bike, and also as a model that should be followed by brands.

team mule bar girls.

As soon as there is a stand-out brand that offers choice for women, they will begin to feel accepted and recognised as having a place in this industry. Bike Snob NYC deems cycling as being, “as practical or frivolous as you want it to be, a way of life”, as “the first vehicle Fig. 2

In recent years sports clothing has been increasing in fashionability and need to follow trend, as stated in Fashion Vs Sport, “One of the main similarities between fashion and sport is that they both strive for pleasure and play.” (Salazar 2008, p. 81). In terms of the need and want for clothing which is multifunctional, i.e women can wear clothes seamlessly from one task to the next, Fashion Vs Sport continues, “The way in which sportswear is worn when it is not on the sporting body is as a key accessory to the individuality of the consumer initially, because sportswear was comfortable and affordable, but increasingly it has acquired it’s own sartorial language.” (Salazar 2008, p. 81). A lot of areas of the sportswear market have become heavily saturated and competitive, but left still in a niche is women’s cycling. Steven Vogel comments: In the past five years, some [brands] have developed very fashionable technical outerwear visible in such brands as Acronym and Idiom for Burton. Brands like these are the future of this type of clothing; their work appeals to fashionable people...since both collections have technical elements that fulfill the requirements set forth by their environments without looking like the typical outerwear brands of the past. (Salazar 2008, p. 96).

Since the MAMILS (Middle Aged Men in Lycra) have taken over the world of cycling, women have been de-feminised by unisex lycra with no appreciation for the female form being taken into account by brands. Even Laura Trott, Olympic Cycling Champion, has spoken out voicing her issues with lycra, “Wearing Lycra, you don't really feel like a girl, so I wear makeup all the time, even when I ride my bike.” (The Guardian 2014, online). Weaving and Davis (2010) help put this into perspective, “Women in sport famously respond to the sport-female ideological antithesis with counterpunches such as make-up and feminine kit”. There is a huge psychological aspect that arises when women cyclists succumb to dealing with what they have been given, not chosen. This demonstrates the clear link between exercise and femininity, and the necessity of personal identity and expression. Femininity certainly plays a part in how women feel when being active. There is even a racing team “Mule bar Girls” (see Figure 2) who strive to win races without dressing down. (Hemingway 2010, online).

Statistics To support women cyclists, British Cycling are striving to get 1 million more women on bikes by 2020. Current numbers for women cycling are only 525,000 riding each week, with a large proportion of the cause being down to safety (30%). (Sky 2013, online). So, it is about time the cycling industry got on board and embrace female riders, and start to tailor the market to women’s wants and needs too. On a small scale it has already begun to open up and recognise women, with help from the initiative of government schemes. This is where the cross examination of sports and fashion comes into cycling. What more to make women feel involved in the sport that giving them back their femininity.

Fig. 3

For some reason cycling has been defined as a man’s sport, leaving women to trail behind of all things bike. Shanaze Reade, a BMX world champion from the UK comments, “For too long, cycling has been seen as a sport for men. We’re starting to close that gender gap.” (BBC 2013, online). Recent campaigns have increased the amount of women picking up a bike and going cycling regularly, with 106,000 women taking part in British Cycling programs last year. (British Cycling 2013, online).

Fig. 4

Fig. 5

the future of sports There is a lot of talk around discussing the essence of fashion and sport, and what lies between. Kensuke Suwa, the Director of Global Marketing at new innovation life-wear brand Uniqlo voices her opinion: Between fashion and sports is a new area. There are a lot of fashion trends going on, but there is no true innovation that impacts your actual life. How to make your life better could be in the middle between fashion and sports. For example, athletes wear technically sophisticated uniforms; some of the essence of that could result in better clothes that would change clothing itself, instead of just following fashion trends. (BOF 2013, online)

attire is not taken as seriously as it is in the UK. Cyclists, male and female, wear what they want and are much more expressive in their style. Copenhagen is also the city where “Cycle Chic” began. In Italy what cyclists wear is seen as an important part of of the culture. They address it is as “bella in sella” which translates to “beautiful in the saddle”. This suggests an opportunity for a rejuvenation of what cycling means to us in the UK, and a celebration of British style within this. (The Independent 2013, online).

Research is suggesting that the way forward may be around the incorporation and creation of a product with technological advances. This could be a necessary aspect in order to move a brand into the future. Whether this be in a product itself, the way in which a product is viewed or purchased, or the environment, lifestyle and post purchase touch-points that are made with the consumer. Essentially, the epitome of a “fashion” and “sport” collaboration could be a hybrid brand that allows a person to sample the benefits of each sector without being limited to one or the other. In cities like Copenhagen and Amsterdam where the infrastructure has been built around cyclists, people opt for cycling over other forms of transport, and cycling Fig. 6

Designer trend Influences

For years designers have referenced cycling in their work, yet it has never widely made it into mainstream fashion.

Stella mccartney, julien david, phillip lim, bally, louis vuitton, armani. Fig. 7

2012 olympics â&#x20AC;&#x153;The Olympics have always been an amazing global platform for the launch of new and innovative products and London 2012 was no exception. Technology gave the event a high tech feel with sporting gear that was designed to perform.â&#x20AC;? (Fashion Handbook SA 2013, online). Fig. 8

adidas originals x opening ceremony

A collection of 70 pieces designed around a combination of street style and sports.

Fig. 9

bally Bally 2014: Official sponsor of the 1952 Tour

de Suisse. The designers Herz and Graeme Fidler constructed 3 sectors: city biking, off-roading, and racing. everything was designed specifically to function on the bike. (Schneier 2013, online).

Fig. 11

phillip lim Phillip Lim 2011: Used bikes as inspiration

for his collection."I was researching all these images and found all of these chic girls who ride bikes without compromising their style.â&#x20AC;? (Lim 2011, online).

Fig. 10

louis vuitton A classic example of a dominant luxury brand who have ventured into exterior product design due to trend-led inspiration. Fig. 12

armani

Stella Mccartney

Fig. 13

Spring/summer Adidas by Stella McCartney 2014.Technical aspects mixed with style.

Fig. 14

julien david

Fig. 15

A 2010 collection inspired by Tokyo culture to create these street-wear ensembles.

Fig. 16

market analysis

brand positioning

Fig. 17

Hovding airbag: The invisible bike helmet

As fashion demands change, a new cycling helmet has been designed and created factoring in our desires to look chic on the bike, with no compromises. Fig. 18

S W O T

> WOMEN’S MARKET ON THE RISE > NEW AVENUES TO EXPLORE > NOT SATURATED LIKE OTHER SPORTS BRANDS > OPERATING WITHIN NEWLY DEFINED MARKET > WOMEN’S CYCLING ACCESSORIES ALREADY SUCCESSFUL

> UNEXPLORED AVENUE - POTENTIAL TO BE ONE OF THE FIRST BRANDS TO APPEAR IN THIS MARKET > APPEAL TO A NEW UNEXPLOITED CONSUMER > BE THE ‘SWEATY BETTY’ OF THE WOMEN’S CYCLING BRANDS > OFFER VARIETY IN PRODUCT > GIVE COMPLETE BRAND EXPERIENCE FROM PRE SALE TO POST SALE

> LIMIT TO AMOUNT OF WOMEN CURRENTLY WITHIN MARKET > NOT MANY BRAND SUCCESSES TO MEASURE > HARD TO GAIN INTEREST IN UNESTABLISHED AREA > NOT HIGH TECH AND PERFORMANCE FOCUSED

> PERFORMANCE BRANDS ARE DOMINATING > ALREADY ESTABLISHED BRANDS WITH CREDIBILITY > CONSUMER HARD TO REACH > ESTABLISHING CYCLING BRAND IN SATURATED WOMEN’S SPORTS MARKET

Technology Technology x performance: Top name sports brands that focus on performance quality but also have fashion influences

p in Ga t rke ma the

Leisure

Performance

Leisure x fashion: High-street brands that have created fashion based sportswear products

Fashion x performance:

Fashion

Brands that predominantly focus on style within their product design

Fig. 19

H&M & Levis

high-street Brands

Fig. 20

Levis Focusing on the infusion of form and function a high-street brand has ventured into male’s cycling wear. Levis started a commuter series in 2011 following the brands pioneering spirit message. It is said to "blend performance features with Levis iconic style.” (Dezeen 2011, online). There is a strong message from the new collection that backs up the success of their “Go Forth” campaign, clothing that allows consumers to pursue their passions. The brand has an understanding that clothes should be seen as an enabler to pursue the adventures of life and therefore the less limitations a product has, the better. Having such a strong message of brand ideals is an aspect that will help convey what a product is for, its use,

Fig. 21

its purpose, this is essential for a new brand. Levis also partnered up with Urban Outfitters, a brand that focuses on street style. The “Get in the Saddle” bike shop tour was a launch strategy to spread the word of the commuter series. The way they went out onto the streets and held a pop-up bike shop is something to take into account because they have clearly thought about how they can best promote the new collection, as well as continually referencing back to their brand values and ideals.

H&M As the current women’s cycling market stands no top label of high-street fashion has branched out into women’s specific cycling apparel. There has been recognition of the need and trend from male counterparts, but evidently women are not being noticed as a market at this point. Women have struggled to sit alongside men, even on a competitive level and have therefore lost out on any attention that may have cropped up from brands. Now is a prime opportunity to develop a brand that caters to a women’s needs in todays market as cycling is moving on and gaining a lot more momentum in terms of the percentage of women venturing into the cycling lifestyle.

Fig. 22

H&M launched an eco-friendly cycling

apparel range in collaboration with Brick Lane Bikes in March 2013. Since the original buzz created around the collection there does not seem to have been any cycling news from H&M. Since the collection was launched reviews have suggested that it hasn’t been as practical as H&M promised. Bike Commuters 2012, online commented, “These jeans are packed with features... The execution of some of those features, however, have me scratching my head.” What is being shown is all very British and similar, Both H&M and Levis have more or less created the same range, even in terms of colour. Interestingly, neither brand felt it necessary to create a female designed counterpart to these ranges.

NIKE & Adidas

Case studies

Fig. 23

Collaborations: Adidas x topshop This collaboration keeps the brand youth orientated and trend driven. An example of a sports brand that has utilised highstreet fashion to expand their consumer base.

Fig. 24

Stella McCartney by adidas McCartneyâ&#x20AC;&#x2122;s collection gives the brand credibility and status within the fashion world allowing them to successfully pursue sport fashion collaborations.

Fig. 26

Collaborations: Nike x Liberty Nikeâ&#x20AC;&#x2122;s collaborations keep the brand on the pulse of fashion trends and open up a new dimension of consumer, turning a product from function to style.

Nike fuelstation: Boxpark London

Fig. 25

Innovative retail space exhibiting digital mannequins and interactive touch screens, providing a complete in-store cyber experience. (SBTV 2012, online).

Unanimous tick: Strong message "Just do it" Fig. 27

Fig. 28

Urban Legend & Iva JEan

International brands

Fig. 29

Urban Legend The Urban Outfitter style Budapest cycle style brand.

“UrbanLegend products are created for passionate women who are not afraid of pouring rain or snow on the road, who know the labyrinth of their city as the back of their hands.” (Urban Legend 2014, online). Fig. 30

Fig. 32

Iva Jean Smart work-focused apparel, tailored specifically for cycling.

“I want women to see my products and feel inspired. I want them to get on a bike and ride with the style, personality and confidence they bring to every other aspect of their lives, whether they are commuting to work or cruising around town”. (DeOtte 2014, online). Fig. 31

Fig. 33

Fig. 34

Ana Nichoola & Cyclodelic

key Competitors

Fig. 35

Ana nichoola interview In an interview undertaken with UK based cycle clothing company Ana Nichoola, the founder Anna Glowinski spoke out about cycling and women’s status. As someone fully saturated within the bike market, riding bikes herself since she was five, coaching, and also presenting on ITV4‘s “The Cycle Show” she is seen as a very credible women in the industry. Anna clearly states the difficulty with the cohesion of the sport and women, “cycling has no identity, everyone wants to be a blonde, long haired surf girl don’t they? Or a flat stomached, flexible yoga bunny? Cycling is really bloody cool, but no on aspires to look like one.” (Glowinski 2013a) From a women’s perspective, and as someone so involved within this market, this further confirms that there is a clear lack of definition for a female cyclist. She also commented on “offering choice”. Women, like in any form of clothing, desire choice. Just like with successful sportswear brands designed especially for women, like Sweaty Betty and Lululemon, women are given option in colour, style and fit, knowing that the clothes have been designed with the female form in mind. This is something that the women’s cycling market has not fully developed. They have almost missed a trick by thinking women will be satisfied by a male outfit in a “female” colour. And, as Cathy Bussey, a writer for the Telegraph and publisher of “The Girl’s Guide to Life On Two Wheels”, clearly sums up “cycling manufacturers need to go beyond ‘shrink it and pink it’ approach.” (Bussey 2013, online).

Anna Glowinski (Founder of Ana Nichoola)

Fig. 36

Fig. 37

Ana nichoola “I spotted a gap in the market, time and time again hearing the complaint that there was no fashionable cycle clothing for women." (Glowinski 2013b, online). -

Anna Glowinski (Founder of AnaNichoola)

Fig. 38

Fig. 40

By taking this one step further and enabling women to actually wear clothes is turning the idea that there are “no fashionable cycle clothes” on its head, and providing women with clothes that essentially look like their everyday outfit, but still allow practicality in the ability to cycle in them. This gives women complete power and freedom to get on with their lives feeling whilst feeling as comfortable as possible.

Fig. 39

Fig. 41

Cyclodelic

Fig. 44

â&#x20AC;&#x153;Cyclodelic has been at the cutting edge of fashionable, women's performance apparel and accessories since 2006.â&#x20AC;? (Cyclodelic 2013, online). Fig. 42

Cyclodelic has successfully sourced product into two major stores, Topshop and Harrods. Harrods only sells exclusive elitist designer sportswear such as Lucas Hugh. Topshop have not sold sportswear until their recent Adidas collaboration. With the obvious potential for a major fashion based cycling brand it seems inevitable that there will be a breakthrough, Fig. 43

Fig. 45

Fig. 46

Rapha & Vulpine

Luxury brands

Fig. 47

Rapha is a luxury brand that successfully

retails male and female specific cycling clothing. It is successful because it has created a community and lifestyle brand that consumers can be a part of, therefore they buy into the brand for this reason. Rapha has a cycle club and hosts bike rides. It is inclusive of women, manufacturing high-spec, high quality and design-led clothing.

Fig. 50

Vulpine x Oliver Spencer Menswear designer Oliver Spencer has teamed up with Vulpine to create the ultimate urban cyclists tailored apparel. Fig. 48

Fig. 51

Vulpine focus on form, function and fit. They create male and female cycling apparel with style and British tailoring in mind, that is also suitable for on and off the bike. The design is very laid back and minimal and has a heritage feel to it. They are considered as a classic brand rather than a brand that follows fashion and trend, they stick to subtle colours and styles. Fig. 49

industry analysis

Anka martin, 36, new zealand

understanding the consumer

Fig. 52

enduro mtb interview

Fig. 53

Tracy moseley, 34, UK

Naturally when thinking about exercise we need certain motivations to get up and do it. Tracy describes how she believes women see cycling, “I think that a lot of women do not want to get cold, wet and muddy and have to maintain a bicycle and these things put more women off, which is sad as they never get to experience what the sport can bring to them.” (Moseley 2013)

In one sense, it is a case of making cycling appeal to a large audience, and as Anka comments it can almost be a case of what is “cool”, “Girls do ride bikes when they’re little, but then when the whole cool factor thing kicks in, it’s not cool for the guys to see me on a bicycle - o my god! So, you get out of it... I find that most girls start again in their 20’s.” (Martin 2013). The tackle is around how the cool factor can be replicated to the consumer in the same way that those emerged in the sport realise its potential. These women competing in competitive mountain biking for a living understand the importance that cycling can bring to life, “It gives you strength and freedom and will help you with so many other aspects in life.” (Martin 2013). They want a way for women to feel empowered by it. The answer to the entirety of women’s participation in cycling is not down to a the birth of a new cycling brand, but the importance of the brand is that it is an enabler towards women’s establishment in the cycling industry.

Carolin gehrig, 26, Switzerland

Every sport needs role models, and every athlete has a role model that they aspire to. Even if people are not cycling for competitive purposes, it is necessary to have role models to heighten the interest in bikes in general. Tracy says, “I do think that the lack of coverage does not help the sport as women are not able to watch as much women’s sport and have something to aspire to.” (Moseley 2013). Fig. 54

Carolin, a slightly younger perspective, speaks out about the sex sells part of the industry, "One thing that annoys me is that a lot of girls try to get attention with showing how sexy they are but not with their riding/racing accomplishments. And the industry is buying it, sex sells right..?” (Gehrig 2013). It is clear this is something that real women in the industry do not want to see, and is something to steer away from in the aid to help women’s status within the industry, rather than objectify them. In an article about Assos who market their product in a less than tasteful manor, a women from a popular cycling blog comments, "who DO they think buys their clothes? Who’ll think this is the best way to demonstrate good cycle clothing for women?” (Connolly 2013). Her anger is clear and this bad press is fair when there are so few companies for women to choose cycling clothing from. Women are once again alienated even by the way that the clothes are aimed at them. She goes on to describe a more successful way of marketing to women from the small brand Vulpine, stating, "Different women, on their bikes, using the features... it’s a gallery of real women, rather than showing the model as desirable to men.” (Connolly 2013). To a slightly bigger brand Rapha who display, "Real women, looking like they’re working hard. The other photos are up close detailed images, to tell me why these items are perfect for me - I WANT them.” (Connolly 2013). Obviously what appeals to women is to be taken seriously, to listen to what they want, to give them what they want and

show it to them in a respectful way. In conclusion to the article Sarah says, “Above all, I see companies who are talking to me, showing me that they see who I am as a women who rides her bike, and value me as a person.” (Connolly 2013). The focus should be on creating a community that women are comfortable in, that they understand why it is right for them, and that they are satisfied with the end product after everything else has already been established and enabled them to believe in a brand.

Assos, 2014

Fig. 55

consumer analysis To further understand the consumer for this “active”, “fashion” and “lifestyle” brand it is useful to analyse how Hussein Chalayan got to the heart of his consumer for his recent collaborative collection with Puma. "He explored cities. Observed pedestrians. Watched the way they move, the way they hustle, the way they shift their weight and manoeuvre through an urban environment.”(Puma 2014, online). There is a need to address the boundaries caused by the typical sport look of sports clothing of today. with women’s cycling being the least utilised of the top sports within the sports industry, the breakdown of the barriers caused by the lycra clad clothing available, opens up to a new avenue to a hybrid brand that resolves the difficulties placed on us by our active lifestyles.

“Redefining femininity through strength and breaking with traditionally gender-alloted sports activites.” (WGSN 2014, online).

defining the hybrid consumer Fig. 56

questionnaire results

Survey results revealed how females regard their appearance when exercising. Results from the total cohort were supportive of the perception that appearance and exercise are linked, as the top rated answer is â&#x20AC;&#x2DC;Fairly Importantâ&#x20AC;&#x2122; with 36% agreeing with the statement. Only 5% of the 39 respondents disregarded the statement. Proportionally, it was the 18-24 year old category that most highly considered appearance an overriding factor when exercising. Out of this age group the brands of clothing that they purchased were Nike, Adidas and Sweaty Betty. The second highest group was the 35-44 year old category who also favored Nike and Adidas.

Q. How important to you is your physical appearance when exercising?

18-24 age group Nike/adidas/ sweaty betty

35-44 age group

36% 21%

33%

This suggests that the target market for a fashion conscious sportswear brand would have a fairly significant range from 1844 with a predominant focus on those aged between 20-30 as the aspirational consumer, creating a Halo Effect. The consumer will be similar to that of the brands Nike, Adidas and Sweaty Betty, since these brands all create fashion based products. These brands will subsequently be analysed with this in mind.

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(Female sports clothing: Market research 2014, online).

Urban Outfitters

Sweaty betty By being as trend-led as Urban Outfitters, and as performance-led as Sweaty Betty, there is an opportunity to create a potential consumer through the commercial viability that has been proven through brands like Sweaty Betty, to the influences of youth brands like Urban Outfitters.

the hybrid consumer

Fig. 57

Fig. 59

“Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy.” (Urban Outfitters 2014, online).

Fig. 58

“To inspire women to find empowerment through fitness.”(Sweaty Betty 2014, online).

Fig. 60

original/digital youth This is the key consumer focus: ‘Original/Digital Youth’. She has always kept her style strong. She is original in her appearance and character. She remains youthful, always keeping connections with culture and societal ongoings. Partly formed by the ones who grew up playing out on the street, partly formed by those who introduced the street to technology. The combination of these two creates the original/digital youth. “Bicycles have become a new way for people to assert their identity in a logic of social distinction.” (Mobility & Trends 2013, online).

Core Attributes: Strong willed, determined, confident, outgoing, likes to get involved, wants to achieve, takes pride in self image, innovator amongst friends. Key Values: Favours originality and authenticity, being active and maintaining good relationships are key. Product Needs: Knows what she wants, shops online and goes online for information but enjoys real life experiences, likes being at the forefront of new innovations. Emotional Drivers: Respects hard workers, has a positive outlook, likes to be encouraged, appreciates the creativity in things.

Brand outlook mission consumer positioning vision

Fuel the power of independence through products that have usability and style combined. Original/Digital youth. Dress to achieve anything. Be the go-to brand for street-style cyclists.

Occasional consumer

35% of population est spend at retail

50%

potential consumer

Active consumer

50% of population est spend at retail

optimal Positioning

13% of population est spend at retail

30%

Money need secondary positioning

interest

focused consumer

2% of population Est spend at retail

Greater sports Particip

ation

15%

rachel, 25 Rachel is a primary school teacher. She is a Fine Art graduate from Manchester. She enjoys reading books, particularly ones around the subject of Tudor history. She likes to have an active lifestyle and takes part in sports including walking, badminton and cycling. She is also very keen on cooking, and regularly goes out to eat at new restaurants. She purchases clothes from H&M, Asos, Topshop and Urban Outfitters on a regular basis. (Chella 2014).

active consumer

Fig. 61

Fig. 62

Fig. 63

emily, 29 Emily commutes to work by bike as a means to stay in shape. She takes pride in her appearance and often does yoga at home. She buys her commuting clothes from brands such as Nike, sweaty Betty, Lululemon and Sports Direct. Her job role is demanding and she works hard within a team. She commutes to work in her cycling clothes and then changes into her work clothing. In the evening she likes to watch TV dramas like Game of Thrones and Mad Men, as well as foodie programmes. She is also very into cooking, and buys Womenâ&#x20AC;&#x2122;s Health magazine regularly. (Simmons 2014).

focused consumer

Fig. 64

Fig. 65

Fig. 66

brand application

visual analysis

Fig. 67

store design

Fig. 68

without walls, launch party, emerald city

Fig. 69

umdasch, euroshop 2014

inspiration

Burberry flagship store, london â&#x20AC;&#x153;Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online." (Ahrentds 2012, online).

Fig. 70

Luxottica group eye hub store, australia

interactive innovations, product focus: Bringing the physical reflection of the product through visual merchandising which is shaped like an eyeball. There are also treadmills for testing products and touch-screen cameras for viewing products.

Fig. 71

konrad knoblauch & SHOp systems, euroshop 2014

liganova, euroshop 2014

Fig. 72

Fig. 74

Umdasch, euroshop 2014

Vizona, euroshop 2014

Fig. 73

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Store design

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Fig. 76

Store features The Innovators. The design of the store needs

to appeal to innovators and early adopters because they will initially be the ones to connect with the store. It needs to be visually exciting and engaging. However, due to the nature of the designs and the lack of clothing available to women in the past, the product is likely to become more widely accepted as it is something that has been anticipated by female cyclists.

The fresh look of the store will appeal to the 20-30 age group, and their engagement with it will encourage others (halo effect) to appreciate the difference of the brand within the current market,

Store Interior

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Fig. 76

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Fig. 77

Visual Merchandising Social media engagement will come from sharing the brandâ&#x20AC;&#x2122;s story. Below are 4 focuses to incorporate into designs. The brand will share the inspiration for designs, giving consumers the opportunity to see into the brandâ&#x20AC;&#x2122;s vision. This will connect consumers to the brand, giving them knowledge about the brand and build relationships.

Visual Merchandising will be done in a

minimalist way. As there has already been a shift towards showroom style stores, this will be the focus. This gives consumers the opportunity to clearly view each collection and all the individual features of the product in-store. This can be seen in stores such as Burberry and Uniqlo.

Online/offline store

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Fig. 76

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Fig. 78

Brand identity

Meet Endo

Brand launch situation

New brand entering the market with a refreshing take on womenâ&#x20AC;&#x2122;s cycling clothing.

objective

To be fully established within the sportswear market by 2016.

strategy

Integrated launch plan/well thought-out product/consistent communication with consumer.

tactics

Achieve launch plan/become involved with professional athletes/ collaborate/connect with consumer.

actions

Launch product, store and website/ limited edition products/hold spin class in-store/sponsor athlete.

control

Measure Twitter and Pinterest followers after 6 months/review most successful products after first season/hold event on 1st birthday.

integrated plan of action

Brand Mannifesto: Hello. We are Endo. Amongst the cycling world of today women are faced with several barriers. The first being that they no longer want to wear work-out clothing every time they exercise, and if they are riding their bike daily then it can become very tedious to wear the same thing over and over again. As a result people are choosing to wear their own clothing when cycling, but this too is restricting.

/0 1/

Get ready

com

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to ride... Brand Aims: > Get consumers to join community for Womenâ&#x20AC;&#x2122;s cycling > Get consumers to buy into new hybrid brand > Be recognised as the go-to brand for stylish cycling apparel > Give the best of online experiences offline > Target consumers by emotionally connecting them to the product > Regularly review and re-work brand to keep fresh > Be consistent with brand values

The creation of the brand Endo combines the aspects that the consumer desires from both the look and the performance of casual cycling apparel. It is a hybrid brand which sits in a niche solving the boundaries caused by the typical sports clothing of today.

Launch schedule

Event

Here the focus is on the end event which will showcase the collections designed for the brand.

The launch will steer clear of a generic catwalk presentation of the clothing. As the consumer will find an exclusive underground scene more note-worthy than a high-profile event, this will be the nature of the approach.

1 Send out press pack to key women in the industry (both athletes and companies) prior to store launch event > Total Women’s Cycling/Jools Walker/ Victoria Pendleton/Shanaze Reade/Laura Trott. 2 Tweet with information about new brand (press release) - send this out to Women’s Cycling magazine/Grazia/Total Women’s Cycling. > Tweet about event to industry and create contacts to invite. > Tweet about Pinterest page allowing followers to view the process/brand journey from design to finished product so consumer feels connected to the product. 3 Hold launch event in flagship store showcasing all clothing. > Give bag of goodies at event (smaller scale of press pack). 4 Hold free in-store classes for up to 6 months after store opening. As John Lyle commented, “It’s experience we want.” This brand provides the consumer with the ability to experience through the product. Therefore throughout the entire launch process the brand will focus on experience, both pre and post sale.

The event will therefore not be advertised beforehand, it will be spread via word-ofmouth and personalised tweets, with more focus being given to the event afterward in the hope that this will create more of an interest around its exclusivity. The less information the brand gives prior to the event, the better. The showing of the clothes will be done in an environment which allows viewers to have a sense of what is possible when wearing the clothes. It will demonstrate the ability to wear the clothes on and off the bike. It will be held in the basement of the flagship store, which has been designed as an “experience floor” meaning aspects of the space can be used by bikes, and is suitable for classes and other events. The event will be filmed and made into a video compilation to share online afterwards.

Event Inpiration

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Fig. 79

Future plans 1 Potential for the creation of an App which connects the cyclists to the store both online and offline and makes for easier purchasing. 2 Collaborate with street-wear designers to enhance credibility and engage with consumers through limited edition products. 3 Sponsor a professional cyclist to again establish credibility and spread word of the brand. 4 Create a game to keep the consumer interacting with the brand. Use Vans as inspiration. Fig. 80

Laura Trott, 22, Olympian athlete Aim to sponsor a professional bike rider(s). Providing them with brand merchandise to wear at their leisure and in-between competing. This will enable wider recognition of the brand and also bring opportunity for input from committed riders. It is prime positioning for such a brand to be involved in the professional sporting field. Professional athletes are primarily sponsored by large technical brands in the industry, so involving a smaller, less technical brand will be an innovative way to access a wider audience. This would inevitably reflect back on the consumer who aspires to, and idolises, the professional athlete.

Bibliography Books: Braddock, S. E. and O’Mahony, M. (2002). Sportstech: Reveloutionary Fabrics, Fashion and Design. United Kingdom: Thames & Hudson. Ehmann, S. and Bamberg, D. O. (2013). Velo - 2nd Gear: Bicycle Culture and Style. Germany: Die Gestalten Verlag. Hundley, H. L. and Billings, A. C. (2009). Examining Identity in Sports Media. United States: SAGE Publications. Lee-Potter, C. (1984). Sportswear in Vogue Since 1910. New York: Abbeville Press. McNeil, C. H. ; illustrated L/ M. photography L. (2013). My Cool Bike: An Inspirational Guite to Bikes and Bike Culture. United Kingdom: Pavilion Books. Peter, R. H. (2007). The Puma Story: The Remarkable Turnaround of an Endangered Species into One of the World’s Hottest Sportslifestyle Brands. United Kingdom: Cyan Books. Salazar, L. (2008). Fashion Vs Sport. London: V and A Publishing. Weaving, C. Davis, P. (2010). Philisophical Perspectives on Gender in Sport and Physical Activity. Routledge, Oxon. Weiss, E. (2010). Bike Snob: Systematically and Mercilessly Realigning the World of Cycling. Austraila: Hardie Grant Books. Websites: Ahrendts, A. (2012). Burberry Opens Regent Street Flagship. [online]. Available at: http://www.vogue.co.uk/ news/2012/09/13/burberry-regent-street-flagship-opens. [Accessed 5th April 2014]. The BBC. (2013). British Cycling: Plan for one million more women riders on track. [online]. Available at: http://www. bbc.co.uk/sport/0/cycling/24554568. [Accessed 30th November 2013]. Bike Commuters. (2012). Rick Vosper: Why Levi’s is no threat. [online]. Available at: http://www.bicycleretailer.com/ opinion-analysis/2012/03/14/rick-vosper-why-levis-no-threat#.U6m5EV5HvnZ. [Accessed 21st January 2014]. BOF, Business of Fashion. (2013). With an Evolutionary Approach , Uniqlo Aims to Create a New Category. (online). Available at: http://www.businessoffashion.com/2013/04/with-an-evolutionary-approach-uniqlo-aims-to-create-new-category.html. [Accessed 10th Novmeber 2014].

Bibliography Websites cont: Ahart, C. (2013). Cyclerexic: body image in cycling. [online]. Available at: http://totalwomenscycling.com/lifestyle/cyclerexic-body-image-in-cycling-1618/. [Accessed 22nd November 2013]. Baines, P. (2012). Urban Cycling Fashion Once Again in the Spotlight, with H&M for Brick Lane Bikes. [online]. Available at: http://www.labelnetworks.com/urban-cycling-fashion-once-again-in-the-spotlight-with-hm-for-brick-lanebikes/. [Accessed 6th November 2013]. Bedell, G. (1994). Why don’t women like sport?: Geraldine Bedell finds that playing fields and football grounds are still a man’s world. [online]. Available at: http://www.independent.co.uk/life-style/why-dont-women-like-sport-geraldine-bedell-finds-that-playing-fields-and-football-grounds-are-still-a-mans-world-1370599.html. [Accessed 15th October 2013]. British Cycling. (2013). British Cycling women’s strategy is ‘on track’. [online]. Available at: http://www.britishcycling. org.uk/about/article/bc20131016-British-Cycling-women-s-strategy-is--on-track--0. [Accessed 24th November 2013]. Bussey, C. (2013a). Forget road safety: discover the real reasons normal women don’t cycle. [online]. Available at: http://www.telegraph.co.uk/women/womens-life/9952702/Forget-road-safety-discover-the-real-reasons-normal-women-dont-cycle.html. [Accessed 30th November 2013]. Bussey, C. (2013b). Sexism is endemic in cycling. Keep calm ladies and ride on. [online]. Available at: http://www. telegraph.co.uk/women/womens-life/10047180/Sexism-is-endemic-in-cycling.-Keep-calm-ladies-and-ride-on.html. [Accessed 16th October 2013]. Castle, E. (2013). Cycling goes through a gear change. [online]. Available at: http://www.theaustralian.com.au/ executive-living/cycling-goes-through-a-gear-change/story-e6frg9zo-1226786844846?nk=6798c296f54e85a7e3db324 3435a63e3. [Accessed 16th December 2013]. Connolly, S. (2013). Marketing to female cyclists; the good, the bad and the ugly. [online]. Available at: http:// totalwomenscycling.com/lifestyle/marketing-to-female-cyclist-14095/. [Accessed 15th December 2013]. Cycling Weekly. (2013). 2014 Tech Trends. [online]. Available at: http://www.cyclingweekly.co.uk/news/latestnews/2014-tech-trends-2-24406. [Accessed 6th November 2013]. Cyclodelic. (2013). About us. [online]. Available at: http://cyclodelic.myshopify.com/pages/about-1. [Accessed 10th November 2013].

Bibliography Websites cont: Daily Mail. (2013). Is a designer gym kit the new ‘It’ bag? How trend-led sportswear is changing the way we dress to work out. [online]. Available at: http://www.dailymail.co.uk/femail/article-2127781/Is-designer-gym-kit-new-It-bag-Howtrend-led-sportswear-changing-way-dress-work-out.html. [Accessed 17th October 2013]. DeOtte, A. (2014). Iva Jean About. [online]. Available at: http://ivajean.com/about/. (Accessed 27th June 2014). Devine, J. (2013). Jane Devine: Female professional cycling in decline. [online]. Available at: http://www.scotsman. com/news/jane-devine-female-professional-cycling-in-decline-1-3094729. [Accessed 30th November 2013]. Dezeen Magazine. (2011). Commuter by Levis. [online]. Available at: http://www.dezeen.com/2011/07/13/commuter-by-levi’s/. [Accessed 21st January 2014]. Elle Magazine. (2013a). Give Your Workout a Soul Cycle Makeover. [online]. Available at: http://www.elleuk.com/beauty/diet-fitness/diet-features/give-your-workout-a-soul-cycle-makeover#image=1. [Accessed 21st January 2014]. Ellie Magazine. (2013b). New sports brand Lexie pops-up. [online]. Available at: http://www.elleuk.com/beauty/diet-fitness/diet-features/new-sports-brand-lexie-pops-up. [Accessed 15th October 2013]. European Cyclist Federation. (2013). Velo-city. [online]. Available at: http://www.ecf.com/projects/velo-city-2/what-isvelo-city-2/. [Accessed 22nd October 2013]. The Fashion Handbook South Africa. (2013). How The London Olympics Started The Sports Luxe Trend. [online]. Available at: http://fashionhandbook.co.za/olympics-2012-still-influencing-luxe-sportswea/. Accessed 10th November 2013]. Grazia Magazine. (2012). As Grazia Prepares For Cycletta, We Bring You Our Top Five Bikes! [online]. Available at: http://www.graziadaily.co.uk/fashion/archive/2012/04/18/5-cool-bikes-try-one-out-this-spring.htm. [Accessed 17th October 2013]. Greig, J. (2013). CycleLove’s Top 10 Brands with Cycle Style to watch in 2013. [online]. Available at: http://www.cyclelove.net/2013/02/10-brands-with-cycle-style-to-watch-in-2013/. [Accessed 16th December 2013]. Glowinski, A. (2013b). About AnaNichoola. [online]. Available at: http://www.ananichoola.co.uk/syr/about/. [Accessed 10th November 2013].

Bibliography Websites cont: The Guardian. (2014). What I see in the mirror: Laura Trott. [online]. Available at: http://www.theguardian.com/fashion/2014/mar/01/laura-trott-what-see-mirror. [Accessed 10th November 2014]. Hemingway, W. (2010). The bike podcast: Wayne Hemingway and all-girl racing teams. [online]. Available at: http:// www.theguardian.com/environment/audio/2010/apr/01/cycling. [Accessed 30th November 2013]. Hill, C. (2013). Fashion Designers seek to save the bike helmet. [online]. Available at: http://www.marketwatch.com/ story/newest-bike-lane-fashion-runway-2013-08-26. [Accessed 17th Novmeber 2013]. The Independent. (2013). Change of gear: Confessions of a cycling snob. [online]. Available at: http://www.independent.co.uk/environment/green-living/change-of-gear-confessions-of-a-cycling-snob-8552129.html. [Accessed 6th December 2013]. Ingle, S. (2013). Tour de Franceâ&#x20AC;&#x2122;s rejection of women keeps cycling in the dark ages. [online]. Available at: http://www. theguardian.com/sport/blog/2013/oct/27/tour-de-france-women. [Accessed 15th December 2013]. Johnson, R. M. (2013). Wheels of Fortune: The Rise of Rapha. [online]. Available at: http://www.businessoffashion. com/2013/07/wheels-of-fortune.html. [Accessed 15th December 2013]. Johnson, S. (2013). A Chat With Velo City Girl Jools Walker. [online]. Available at: http://www.thediscerningcyclist. co.uk/2013/03/a-chat-with-velo-city-girl-jools-walker/. [Accessed 16th December 2013]. Lexie Sport. (2013). Available at: http://www.lexiesport.co.uk/#/shop/4578636877. [Accessed 15th October 2013]. Lim, P. (2011). Phillip Lim Goes For Biker Chicks. [online]. Available at: http://www.style.com/stylefile/2011/07/philliplim-goes-for-biker-chicks/. [Accessed 10th November 2013]. Mobility & Trends. (2013). Customize your bike: the latest trends in urban cycling. [online]. Available at: http://www.mobility-trends.com/index.php/2013/02/customize-ones-bike-how-bicycle-is-becoming-a-personalized-object. [Accessed November 25th 2013]. Puma. (2014). PUMA Black Label - Hussein Chalayan. [online]. Available at: http://pt.brand.puma.com/blacklabel/husseinchalayan. [Accessed 30th March 2014]. Rapha. (2013). Womenâ&#x20AC;&#x2122;s 100. [online]. Available at: http://pages.rapha.cc/stories/womens100?cm_re=Homepage-_-MainCarousel-_-womens100. [Accessed 22nd October 2013].

Bibliography Websites cont: SBTV. (2012). Nike opens the world’s first ever NikeFuelStation at Boxpark London. [online]. Available at: http://sbtv. co.uk/2012/03/nike-opens-the-worlds-first-ever-nike-fuelstation-at-boxpark-london/. [Accessed 21st January 2014]. Schneier, M. (2013). Bally Spring 2014 Menswear Collection. [online]. Available at: http://www.style.com/fashionshows/review/S2014MEN-BALLY/. [Accessed 15th November 2013]. Singer, M. (2009). Topshop endorses Cycle Chic. [online]. Avialable at: http://www.style.com/stylefile/2009/06/topshop-endorses-cycle-chic/. [Accessed 15th October 2013]. Sky. (2013). British Cycling launches new strategy to get more women cycling. [online]. Available at: http://www. goskyride.com/News/ShowArticle/British-Cycling-launches-new-strategy-to-get-more-women-cycling?retURL=/News/ CategoryList/42/1. [Accessed 7th November 2013]. Susie, G. (2011). Levi’s and Urban Outfitters ‘Get In The Saddle’ At Ace Hotel. [online]. Available at: http://www.stylecaster.com/whats-nextlevis-urban-outfitters-get-in-saddle-ace-hotel/. [Accessed 16th December 2013]. Sweaty Betty. (2014). About us. Our Purpose. [online]. Available at: http://www.sweatybetty.com/our-purpose-artlourpurpose/. [Accessed 15th March 2014]. Total Women’s Cycling. (2013). Interview with Anna Glowinski creator of Ana Nichoola clothing. [online]. Available at: http://totalwomenscycling.com/lifestyle/interviews/interview-with-anna-glowinski-creator-of-ana-nichoola-clothing-12875/. [Accessed 19th October 2013]. Urban Legend. (2014). About us. [online]. Available at: http://urbanlegend.cc/about-contact. [Accessed 21st January 2014]. Urban Outfitters. (2014). Company profile. [online]. Available at: http://www.urbn.com/profile/. [Accessed 21st March 2014]. WGSN. (2014). New workouts: sport emerging trend analysis. [online]. Available via: WGSN [Accessed 13th February 2014]. Wong, G. (2013). Why must cycling companies saddle women with pink? [online]. Available at: http://www.theguardian.com/lifeandstyle/bike-blog/2013/sep/11/cycling-women-pink. [Accessed 9th October 2013].

Bibliography Interviews: Chella, R. (2014). Teacher’s Assistant: Telephone conversation with Natasha Kate Stock, Manchester, 2nd May 2014. Gehrig, C. (carolingehrig@hotmail.com), 2013. Interview questions. 14th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Glowinski, A. (anna.glowinski@ananichoola.co.uk), 2013a. Interview questions. 12th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Martin, A. (ankamartin@me.com). 2013. Interview questions. 20th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Moseley, T. (tracyuk09@hotmail.co.uk), 2013. Interview questions. 16th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Simmons, E. (esimmons@escrowassociates.com), 2014. Consumer research. 2nd May 2014. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Surveys: “Female sports clothing: Market research.” Survey. Survey Monkey. 2nd February 2014. [online]. Available at: https:// www.surveymonkey.com/s/PS3CNDK.

References Books: Salazar, L. (2008). Fashion Vs Sport. London: V and A Publishing. Weaving, C. Davis, P. (2010). Philisophical Perspectives on Gender in Sport and Physical Activity. Routledge, Oxon. Weiss, E. (2010). Bike Snob: Systematically and Mercilessly Realigning the World of Cycling. Austraila: Hardie Grant Books. Websites: Ahrendts, A. (2012). Burberry Opens Regent Street Flagship. [online]. Available at: http://www.vogue.co.uk/ news/2012/09/13/burberry-regent-street-flagship-opens. [Accessed 5th April 2014]. The BBC. (2013). British Cycling: Plan for one million more women riders on track. [online]. Available at: http://www. bbc.co.uk/sport/0/cycling/24554568. [Accessed 30th November 2013]. Bike Commuters. (2012). Rick Vosper: Why Levi’s is no threat. [online]. Available at: http://www.bicycleretailer.com/ opinion-analysis/2012/03/14/rick-vosper-why-levis-no-threat#.U6m5EV5HvnZ. [Accessed 21st January 2014]. BOF, Business of Fashion. (2013). With an Evolutionary Approach , Uniqlo Aims to Create a New Category. (online). Available at: http://www.businessoffashion.com/2013/04/with-an-evolutionary-approach-uniqlo-aims-to-create-new-category.html. [Accessed 10th Novmeber 2014]. British Cycling. (2013). British Cycling women’s strategy is ‘on track’. [online]. Available at: http://www.britishcycling. org.uk/about/article/bc20131016-British-Cycling-women-s-strategy-is--on-track--0. [Accessed 24th November 2013]. Bussey, C. (2013). Forget road safety: discover the real reasons normal women don’t cycle. [online]. Available at: http://www.telegraph.co.uk/women/womens-life/9952702/Forget-road-safety-discover-the-real-reasons-normal-women-dont-cycle.html. [Accessed 30th November 2013]. Connolly, S. (2013). Marketing to female cyclists; the good, the bad and the ugly. [online]. Available at: http:// totalwomenscycling.com/lifestyle/marketing-to-female-cyclist-14095/. [Accessed 15th December 2013]. Cyclodelic. (2013). About us. [online]. Available at: http://cyclodelic.myshopify.com/pages/about-1. [Accessed 10th November 2013].

References Websites cont: DeOtte, A. (2014). Iva Jean About. [online]. Available at: http://ivajean.com/about/. (Accessed 27th June 2014). Dezeen Magazine. (2011). Commuter by Levis. [online]. Available at: http://www.dezeen.com/2011/07/13/commuter-by-leviâ&#x20AC;&#x2122;s/. [Accessed 21st January 2014]. The Fashion Handbook South Africa. (2013). How The London Olympics Started The Sports Luxe Trend. [online]. Available at: http://fashionhandbook.co.za/olympics-2012-still-influencing-luxe-sportswea/. Accessed 10th November 2013]. Glowinski, A. (2013b). About AnaNichoola. [online]. Available at: http://www.ananichoola.co.uk/syr/about/. [Accessed 10th November 2013]. The Guardian. (2014). What I see in the mirror: Laura Trott. [online]. Available at: http://www.theguardian.com/fashion/2014/mar/01/laura-trott-what-see-mirror. [Accessed 10th November 2014]. Hemingway, W. (2010). The bike podcast: Wayne Hemingway and all-girl racing teams. (online). Available at: http:// www.theguardian.com/environment/audio/2010/apr/01/cycling. [Accessed 30th November 2013]. The Independent. (2013). Change of gear: Confessions of a cycling snob. [online]. Available at: http://www.independent.co.uk/environment/green-living/change-of-gear-confessions-of-a-cycling-snob-8552129.html. [Accessed 6th December 2013]. Lim, P. (2011). Phillip Lim Goes For Biker Chicks. (online). Available at: http://www.style.com/stylefile/2011/07/philliplim-goes-for-biker-chicks/. [Accessed 10th November 2013]. Mobility & Trends. (2013). Customize your bike: the latest trends in urban cycling. [online]. Available at: http://www.mobility-trends.com/index.php/2013/02/customize-ones-bike-how-bicycle-is-becoming-a-personalized-object. [Accessed November 25th 2013]. Puma. (2014). PUMA Black Label - Hussein Chalayan. [online]. Available at: http://pt.brand.puma.com/blacklabel/husseinchalayan. [Accessed 30th March 2014]. SBTV. (2012). Nike opens the worldâ&#x20AC;&#x2122;s first ever NikeFuelStation at Boxpark London. [online]. Available at: http://sbtv. co.uk/2012/03/nike-opens-the-worlds-first-ever-nike-fuelstation-at-boxpark-london/. [Accessed 21st January 2014].

References Websites cont: Schneier, M. (2013). Bally Spring 2014 Menswear Collection. [online]. Available at: http://www.style.com/fashionshows/review/S2014MEN-BALLY/. [Accessed 15th November 2013]. Sky. (2013). British Cycling launches new strategy to get more women cycling. [online]. Available at: http://www. goskyride.com/News/ShowArticle/British-Cycling-launches-new-strategy-to-get-more-women-cycling?retURL=/News/ CategoryList/42/1. [Accessed 7th November 2013]. Sweaty Betty. (2014). About us. Our Purpose. [online]. Available at: http://www.sweatybetty.com/our-purpose-artlourpurpose/. [Accessed 15th March 2014]. Urban Legend. (2014). About us. [online]. Available at: http://urbanlegend.cc/about-contact. [Accessed 21st January 2014]. Urban Outfitters. (2014). Company profile. [online]. Available at: http://www.urbn.com/profile/. [Accessed 21st March 2014]. WGSN. (2014). New workouts: sport emerging trend analysis. [online]. Available via: WGSN [Accessed 13th February 2014]. Interviews: Chella, R. (2014). Teacherâ&#x20AC;&#x2122;s Assistant: Telephone conversation with Natasha Stock, Manchester, 2nd May 2014. Gehrig, C. (carolingehrig@hotmail.com), 2013. Interview questions. 14th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Glowinski, A. (anna.glowinski@ananichoola.co.uk), 2013a. Interview questions. 12th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Martin, A. (ankamartin@me.com). 2013. Interview questions. 20th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Moseley, T. (tracyuk09@hotmail.co.uk), 2013. Interview questions. 16th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk).

References Interviews cont: Simmons, E. (esimmons@escrowassociates.com), 2014. Consumer research. 2nd May 2014. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Surveys: â&#x20AC;&#x153;Female sports clothing: Market research.â&#x20AC;? Survey. Survey Monkey. 2nd February 2014. [online]. Available at: https:// www.surveymonkey.com/s/PS3CNDK.

List of illustrations Figures 1,7,56. In: Salazar, L. (2008). Fashion Vs Sport. London: V and A Publishing. Figure 2. Team MuleBar Girl: Sigma Sport Training Camp. (2014). At: http://mulebargirl.blogspot.co.uk/2014/04/teammulebar-girl-sigma-sport-training.html. (Accessed 24th March 2014). Figure 3. CATCH HER IF YOU CAN. (2013). At: http://shanazereade.com/wp-content/uploads/2013/06/shanazereade-5.jpg. (Accessed 24th March 2014). Figure 4. Breeze Logo. (2014). At: http://live2ride.co.uk/wp-content/uploads/2013/07/breeze-red-logo.jpg. (Accessed 24th March 2014). Figure 5. Breeze Riders. (2014). At: http://thetour.co.uk/images/news/breeze2.jpg. (Accessed 24th March 2014). Figure 6. Rome Street Style. (2014). At: http://s244.photobucket.com/user/shiningtrends/media/rome-street-style-animal-print-coat-oversiezed-scarf.jpg.html. (Accessed 30th March 2014). Figure 8. Team GB Uniforms by Stella McCartney. (2012). At: http://2.bp.blogspot.com/-ADO2q2Wb-Ck/UABFbAkrqoI/ AAAAAAAAnWE/JvxmKKzPikU/s1600/great+britain+olympic+uniform+2012+stella+macartney.jpeg. (Accessed 9th April 2014). Figure 9. Adidas x Opening Ceremony. (2013). At: http://2.bp.blogspot.com/-b2_OYQot5Gc/T_2Zu3wm_OI/ AAAAAAAAHBA/IO836S6dTzA/s640/Adidas-x-Opening-Ceremony.jpg. (Accessed 9th April 2014). Figure 10. Bally Spring 2014 Menswear. (2014). At: http://www.style.com/fashionshows/complete/S2014MEN-BALLY. (Accessed 9th April 2014). Figure 11. Phillip Lim Fall collection 2011. (2011). At: http://rvafb.wordpress.com/2013/02/22/rvafbs-new-york-fashionweek-favorites/. (Accessed 9th April 2014). Figure 12. Louis Vuitton Bike Seat. (2014). At: http://www.signaturecycles.com/index.php#mi=2&pt=1&pi=10000&s=2 8&p=0&a=0&at=0. (Accessed 11th April 2014). Figure 13. Designer cycling for city gents. (2012). At: http://cyclestyle.com.au/11275/designer-cycling-city-gents/. (Accessed 23rd June 2014). Figure 14. First look at Adidas Stella McCartney SS14. (2014). At: http://www.fashercise.com/2013/10/first-look-at-adidas-by-stella-mccartney-ss14/. (Accessed 23rd June 2014).

List of illustrations Figure 15. Fashion Fit For the Bike Lane. (2010). At: http://www.style.com/stylefile/2010/10/fashion-fit-for-the-bikelane/. (Accessed 23rd June 2014). Figure 16. Adidas by Stella McCartney spring:summer 2014. (2014). At: http://thecitizensoffashion.com/2013/09/18/ adidas-by-stella-mccartney-springsummer-2014-presentation/adidas-by-stella-mccartney-springsummer-2014-presentation-3/. (Accessed 23rd June 2014). Figure 17. Sweaty Betty Spa Looks. (2014). At: http://www.sweatybetty.com/spa-looks-dept0034_pg1/. (Accessed 23rd June 2014). Figure 18. Hovding Airbag Helmet for cyclists. (2013). At: http://fumichronicles.wordpress.com/2013/12/08/bike-techthe-hovding-airbag-helmet-for-cyclists/. (Accessed 19th January 2014). Figure 19. H&M X Brick Lane Bikes. (2013). At: http://www.pedalconsumption.com/tag/brick-lane-bikes/. (Accessed 19th January 2014). Figure 20. 551 Trouser. (2012). At: http://www.getthefive.com/articles/the-boardroom/levis-makes-duds-for-urbancommuter-cyclist-dudes/. (Accessed 24th June 2014). Figure 21. Menâ&#x20AC;&#x2122;s commuter collection. (2013). At: http://us.levi.com/family/index.jsp?categoryId=11844101. (Accessed 20th June 2014). Figure 22. Pedal Power (dressing). (2013). At: http://www.gq-magazine.co.uk/style/articles/2013-03/07/brick-lanebikes-h-and-m-full-collection-pictures/viewgallery/12. (Accessed 20th June 2014). Figure 23. Summer sliders. (2014). At: http://sophiehannahrichardson.com/2014/04/23/summer-sliders/. (Accessed 2oth June 2014). Figure 24. Adidas by Stella McCartney for the London 2012 Olympics. (2011). At: http://www.harpersbazaar.co.uk/ fashion/fashion-news/adidas-by-stella-mccartney-the-london-2012-olympics-284. (Accessed 23rd June 2014). Figure 25. Nike FuelStation. (2012). At: http://www.designboom.com/design/nike-fuelstation-clubhouse-at-clapham-common/. (Acceth June 2014). Figure 26. Adidas Originals x Topshop. (2014). At: http://delodom.com/adidas-originals-i-topshop-sportivnaia-kollektciia-vesna-2014.html. (Accessed 17th April 2014).

List of illustrations Figure 27. Nike x Liberty 2012 Collection. (2012). At: http://diaryofadashingfashionista.com/2012/04/02/nike-x-liberty-2012-collection/. (Accessed 23rd June 2014). Figure 28. Two way reflective vest. (2014). At: http://ivajean.com/shop/two-way-reflective-vest/. (Accessed 21st June 2014). Figure 29. Urban Legend cycling clothing. (2014). At: http://urbanvelo.org/urban-legend-cycling-clothing/. (Accessed 24th June 2014). Figure 30. Urban Legend Winter 2012. (2012). At: http://urbanlegend.cc/collections/winters-coming-2012. (Accessed 23rd June 2014). Figure 31. Iva Jean 2012. (2012). At: http://www.venetalink.com/en/iva-jean/. (Accessed 24th June 2014). Figure 32. 2013 A/W Coldrush. (2013). At: http://urbanlegend.cc/collections/coldrush. (Accessed 23rd June 2014). Figure 33. Iva Jean Bike Fashion for Women Spring 2013. (2013). At: https://www.kickstarter.com/projects/anndeotte/ iva-jean-bike-fashion-for-women-spring-2013. (Accessed 20th June 2014). Figure 34. Ana Nichoola. (2013). At: http://totalwomenscycling.com/lifestyle/marketing-to-female-cyclist-14095/. (Accessed 20th June 2014). Figure 35. Cyclodelicâ&#x20AC;&#x2122;s Champagne Bicycle Treasure Hunt. (2009). At: http://cooler.mpora.com/news/cyclodelics-champagne-bicycle-treasure-hunt-this-thursday.html. (Accessed 20th June 2014). Figure 36. Anna Glowinski. (2013). At: https://pbs.twimg.com/profile_images/378800000803869704/1ef8caea36129de3bd43ee74239a6e5d.jpeg. (Accessed 20th June 2014). Figure 37. Velo Jacket. (2013). At: http://3.bp.blogspot.com/-VpV6sGzEMLE/UeFLiOQ2uiI/AAAAAAAACsY/65TYlY0I_Z0/s1600/blog_ananichoolavelojacket.jpg. (Accessed 20th June 2014). Figure 38. Ana Nichoola Bow Peep Gloves. (2013). At: http://www.thebikelist.co.uk/reviews/clothing-protection-bags/ ananichoola-bow-peep-glove/. (Accessed 20th June 2014). Figure 39. Ana Nichoola Bow Peep Gloves. (2013). At: http://totalwomenscycling.com/lifestyle/interviews/interview-with-anna-glowinski-creator-of-ana-nichoola-clothing-12875/. (Accessed 20th June 2014).

List of illustrations Figure 40. Ana Nichoola. (2013). At: http://www.ananichoola.co.uk/syr/. (Accessed 20th June 2014). Figure 41. Hello Yello Ana Nichoola Womenâ&#x20AC;&#x2122;s Commuter Jacket Review. (2013). At: http://totalwomenscycling.com/ commuting/hello-yello-ana-nichoola-womens-commuter-jacket-review-15261/. (Accessed 20th June 2014). Figure 42. Paris Cycling Dress. (2011). At: http://www.modaypedal.com/en/women-apparel/34-paris-cycling-dress-cyclodelic.html#. (Accessed 20th June 2014). Figure 43. Cyclodelic at Topshop. (2009). At: http://cyclodelic.wordpress.com/2009/04/09/cyclodelic-cycling-accessories-at-topshop-now-open/. (Accessed 20th June 2014). Figure 44. Handlebar Black Bag. (2014). At: http://cyclodelic.myshopify.com/collections/bicycle-bags/products/handlebar-bag-black. (Accessed 20th June 2014). Figure 45. Cyclodelic stocked in Harrods. (2011). At: http://cyclodelic.wordpress.com/2011/04/13/cyclodelic-nowstocked-in-harrods/. (Accessed 20th June 2014). Figure 46. SS14 Vulpine Lookbook. (2014). At: http://blog.making-pictures.co.uk/commission-paul-calver-for-vulpine-in-napoli/. (Accessed 24th June 2014). Figure 47,48. Rapha city collection SS/14. (2014). At: http://eightyfoureightyfive.com/category/accessories/page/2/. (Accessed 24th June 2014). Figure 49. Rapha Clothing. (2014). At: http://www.rapha.cc/gb/en/shop/category/categories. (Accessed 24th June 2014). Figure 50. Oliver Spencer x Vulpine. (2014). At: http://www.cyclelove.net/2014/02/oliver-spencer-x-vulpine-cycling-blazer/. (Accessed 24th June 2014). Figure 51.Vulpine Womenâ&#x20AC;&#x2122;s Merino Apline Jersey. (2014). At: http://www.pinterest.com/pin/33917803418457043/. (Accessed 24th Jun 2014). Figure 52. Anka Martin. (2014). At: http://enduro-mtb.com/wp-content/uploads/2013/04/anka-martin-trikot-ews-trophy2013-780x585.jpg. (Accessed 25th June 2014). Figure 53. Tracy Moseley. (2014). At: http://cdn.mos.bikeradar.com/images/news/2011/12/31/1324633320926-1vlyu6qegpdpf-500-90-500-70.jpg. (Accessed 25th June 2014).

List of illustrations Figure 54. Carolin Gehrig. (2014). At: http://www.frontlinemag.net/tag/carolin-gehrig/. (Accessed 25th June 2014). Figure 55. Assos. (2014). At: http://www.racersportif.com/images/clothing/Assos/assos_lady_rx_knicker.jpg. (Accessed 25th June 2014). Figure 57. Haus of Seqana. (2014). At: http://blog.urbanoutfitters.co.uk/?__utma=243757633.463360901.139121 5831.1403730871.1403804090.18&__utmb=243757633.4.8.1403804100182&__utmc=243757633&__utmx=-&__ utmz=243757633.1403725452.16.11.utmcsr=google|utmccn=(organic)|utmcmd=organic|utmctr=(not%20provided)&__ utmv=-&__utmk=17479482&__utma=243757633.463360901.1391215831.1403730871.1403804090.18&__utmb=24 3757633.4.8.1403804100182&__utmc=243757633&__utmx=-&__utmz=243757633.1403725452.16.11.utmcsr=google|utmccn=(organic)|utmcmd=organic|utmctr=(not%20provided)&__utmv=-&__utmk=17479482. (Accessed 23rd June 2014). Figure 58. Park Life. (2014). At: http://www.urbanoutfitters.com/uk/catalog/category.jsp?id=COLLECTIVE. (Accessed 25th June 2014). Figure 59. Fabric Technology. (2014). At: http://www.sweatybetty.com/inspiration-deptkeylooks/. (Accessed 25th June 2014). Figure 60. Meet the Model. (2014). At: http://www.sweatybetty.com/page/community/. (Accessed 25th June 2014). Figure 61. Rachel Chella. (2014). At: https://www.facebook.com/photo.php?fbid=10100635028346879&set=t.589027770&type=3&theater. [Facebook]. (Accessed 27th June 2014). Figure 62. Rachel Chella. (2014). At: https://www.facebook.com/photo.php?fbid=10152111644102771&set=t.589027770&type=3&theater. [Facebook]. (Accessed 27th June 2014). Figure 63. Rachel Chella. (2014). At: https://www.facebook.com/rljones13/photos. [Facebook]. (Accessed 27th June 2014). Figure 64,65,66. Emily Simmons. (esimmons@escrowassociates.com), 2014. Consumer research. 2nd May 2014. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). Figure 67. Girl on bike. (2014). At: http://kristinleemoolman.tumblr.com/post/22078438221. (Accessed 27th june 2014). Figure 68. Without Walls Launch Party. (2014). At: http://blog.stylesight.com/active/without-walls-launches-in-newyork-city. (Accessed 27th June 2014).

List of illustrations Figures 69,72,73,74,75. Euroshop Store Design. (2014). Available via: WGSN. (Accessed 24th March 2014). Figure 70. Burberry Flagship. (2014). At: http://fashionbi.com/newspaper/burberry-will-open-a-new-store-in-la. (Accessed 27th June 2014). Figure 71. Bape Store. (2014). At: http://www.thecoolhunter.co.uk/stores/40. (Accessed 27th June 2014). Figure 76. Cycling Store Inspiration. (2014). At: http://www.pinterest.com/natashakate21/cycling-store-inspiration/. [Pinterest]. (Accessed 27th June 2014). Figure 77. Apparel VM inspiration: S/S 14 Bread & Butter. (2013). Available via: WGSN. (Accessed 24th March 2014). Figure 78. Modern moto sports: emerging trend analysis. Urban goth: girlsâ&#x20AC;&#x2122; emerging trend, Korea. Menâ&#x20AC;&#x2122;s performance jacket: sport commercial update. (2014). Available via: WGSN. (Accessed 21st June 2014). Figure 79. Cycling Style. (2014). At: http://www.pinterest.com/natashakate21/cycling-style/. (Accessed 27th June 2014). Figure 80. Laura Trott. (2014). At: http://www.whtimes.co.uk/polopoly_fs/1.2182952!/image/4261839944.jpg_gen/derivatives/landscape_490/4261839944.jpg. (Accessed 27th June 2014).

Disclaimer: All other images in this report are created by, and are property of, Natasha Kate Stock and Tom Ablott 2014.

Appendix Interview 1: Gehrig, C. (carolingehrig@hotmail.com), 2013. Interview questions. 14th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Carolin Gehrig Age: 26 Hometown: Flims, Switzerland Sport you compete in: Enduro MTB Level you compete at: Elite/PRO, Enduro World Series How you got into the sport: Riding bikes was a bit of a family thing when I was a kid, we went on big day/week trips to explore our country, back then mostly gravel roads and pavement. My brother used to race XC when he was a teenager and qualified for the worldchamps in 2003, the whole family went there to watch it. Me and my sister saw there our first ever DH race and we’re totally stoked about it. That’s when we decided we wanted to start riding DH. After a couple of years we bought us some second hand Freeride Bikes and from there on we were hooked. Shortly after we began racing DH two years ago we changed to only Enduro and became Pro. Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). I think the girls who compete don’t really bother about the gender battle, we race against us girls and have our competition. Sure I sometimes compare what I would have placed in the mens ranking... The gender battle is more often, when you go out for a ride or in the bikepark with the guys, I want to be as fast as the guys and jump the same jumps as they do. For me this is a good thing, because it helps you to push your limits and to progress a lot. Some guys don’t really like girls who are faster then they are, some think it’s really cool if a girl is as quick of faster then they are.

Appendix Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? Some women might be afraid of trying out cycling by this fact, but I don’t think it’s a big problem, it’s the same in all male dominated sports. But it’s a good thing that there are more and more girls riding workshops so girls can try the sport out with girls, which gives them a lot of confidence and helps them to progress faster and enjoy themselves. (If she can do it, I can do it!) When beginner girls ride with their boyfriens or friends it’s not the same, sometimes they get scared of it and loose interest because of this. For some chicks it’s totally fine, fore some it’s better to ride with other girls in the beginning. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? Totally, but in general it’s the same in all sports. Mens get always more attention in sports, more prizemoney, better salary and so on. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? To train hard, focus on my goals and have fun in what I do. The right people around me to help me progress and support. Q5) What is your ultimate ambition in competitive cycling? To become the fittest I’ve ever been, and sometime be able to reach the podium at the Enduro World Series. Q6) What do you think the reasons are that more men than women adopt cycling? Maybe because they don’t want to do it with their partner because they think they’re not good/fit enough, lack of other girls to cycle with. It’s pretty expensive to buy all the required equippment in the beginning, thats probably a reason too. Q7) Can you offer any personal tips that you think will encourage women to take up cycling? Build a group of girls, get yourself a skilled instructor girl to show you the basics of cycling and go out and ride. It’s worth investinig in it, because you’ll be able to enjoy your ride more from the beginning. Once you’re sure it’s a good sport for you, go to a shop with excellent advice and get yourself good equippment.

Appendix Q8) What are your thoughts on women-only cycling events? Might be a good thing, but I think the sport is not yet big enough. Right now there are not enough girls competing, as long as this doesn’t change, it doesn’t make any sense to make women only cycling events. But at the moment it’s pretty impressive to see how the girls in DH/Enduro progress, we don’t have special race tracks for girls, so we have to adapt to the given tracks and just become better riders if we wan’t to keep up and race the same tracks as the guys. For example in DH Worldcupracing the more and more girls are jumping the big lines, cause they became better in their sport and have the balls to give it a go. If there would be girls only cycling events, maybe this progression would stop. I think it would be a great thing for amateur riders but not for the pros. Q9) If you could change one thing about women’s cycling what would it be, and why? One thing that annoys me is that a lot of girls try to get attention with showing how sexy they are but not with their riding/racing accomplishments. And the industry is buying it, sex sells right..? ;-) If girls want to become fully respected as girlriders/racers the industrie needs to have a bit a better balance between having skilled girlriders/racers on their teams, then having good looking girls with no accurate skills for beeing a sponsored rider. This is often the case on my opinion...

Appendix Interview 2: Glowinski, A. (anna.glowinski@ananichoola.co.uk), 2013a. Interview questions. 12th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Q1) Why did you want to create a cycling brand just for women? I thought it was commercially viable. It seemed like there was a gap in the market. Having grown up racing bikes, and being friends with a loada girls who rode, and teaching cycling with a lot of middle aged cycling women, I kept on hearing that women were annoyed at the lack of choice. Q2) What do you want to achieve through your brand? Global domination and shit loads of money obvs! I’m serious, I want Ananichoola to break out of the niche bracket and to become a mainstream womens sports brand, like Lululemon or Roxy. If cycling can become mainstream then so will the businesses associated with it. Q3) What do you think it is that makes your brand successful with women? That I take the time to ask women what they want, it’s about offering choice. I have had a couple of unsuccessful products, but often things sell out before I have even blinked…normally the more unusual items, which I think backs up my belief that women want choice. I think the brand setting that I build around the clothing helps too, it’s about riding and having fun with your friends and pushing your body outdoors. Cycling women can be a strong-headed, independent bunch, so it’s a fine line to tread between being feminine and being patronising. I also think it helps that I ride, people buy in to the faith that it’s been designed by a female for starters and a rider for seconds. It’s justifiable. Q4) What do you personally want to achieve through your involvement in cycling? Personally, I wanna ride more! It’s ironic how little I ride since setting up my own business (once a fortnight or less).

Appendix I’m getting slower and it upsets me a lot. By the end of this summer I think I hit a breaking point where something inside of me went “but you need to ride!” I was so fed-up with not riding, that riding took priority again, just for a few weeks, but enough to piss off my investors. I’m trying to find a balance, but unfortunately I know that there isn’t one. I never had an interest in becoming a pro rider, my creative streak was more powerful, but it bothers me that I can’t do everything. Selfish answer huh? But I love riding and I miss it. Q5) Do you think there is an element of empowerment in what women wear when they are cycling? Yeah, of course! Fashion is about telling others a story about yourself before you have even spoken. Get one person in a certain type of outfit, I dunno, say like, black jeans, studded DM’s and a leather jacket, it will tell you something different about that person over someone who is in a vintage dress with a flower print and brogues. Cycling has no identity at the moment (in my opinion). I mean everyone wants to be a blonde, long haired surf girl don’t they? Or a flat stomached, flexible yoga bunny? Cycling is really bloody cool, but no-one aspires to look like one. It’s sad, your visual identity should be one that you are proud of and that tells the world something about who your are, something that makes you feel like you look good. No-one is trying to do that in cycling for women. Q6) Do you think there is snobbery around cycling? Umm. Elaborate? Q7) What advice would you give to a women who wanted to get into cycling? I’d say to google a women’s group, or a on-road cycling lesson (often provided for free by local council). Not many women will respond to “just get a bike and get out there, you will love it!” It’s not fair to expect someone who is on the boarders of something, who is nervous about not being capable, not knowing what is out there and of looking stupid, to just go and do it. Imagine someone on the outside of a group looking in, you don’t just jump in. I’d say arm yourself with info and find some like minded people, a Breeze network if you are interested in road, or a local shop MTB womens ride if you are interested in MTB, ask questions and make your own choices. There’s lots of stuff out there, which is awesome, so women need to find out about what suits them. Q8) What is the best part about cycling for you? The adventures, the way it focuses my scatty mind onto the present moment, and the coolest of friends that I am proud to be associated with!

Appendix Q9) If you could change one thing about women’s cycling what would it be, and why? It needs to be more accessible. Like I said, there’s loads out there. But there should be more stuff (there should always be more of anything good!) and women without the info need to be given access to the info. If you don’t know the question, you will never find the answer, you won’t know where to start. So “getting it out there” whatever that project happens to be.

Appendix Interview 3: Martin, A. (ankamartin@me.com). 2013. Interview questions. 20th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Anka Martin Age: 36 Hometown: Nelson, New Zealand Sport you compete in: Enduro Mountain Biking Level you compete at: Professional How you got into the sport: start off by riding on the boardwalk, then checking out some little trails, that went to downhill & xc racing and now enduro adventuring. Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). There is always some sort of battle going on between the men & the women. I think the women always feel the need to prove themselves, to show the guys what we can do, and obviously we will never be as strong or as ballsy as the guys and why should we. We do what we do to the best of our abilities and that should be good enough. If guys don’t find girls riding bikes interesting or exciting, that’s fine with me, I don’t do it for them or anyone else anyways, it should be personal. I say fuck em, and carry on doing what you love to do. It is pretty satisfying to get close to or even beat a few guys every now and then, but we don’t have to battle. What we do need, is respect from the men, just acknowledge us and the fact that we also want to and can take this seriously and make a career out of it. Some women get really upset about the whole being equal thing, but I don’t care. There are so few girls in comparison to the guys, so the prize money cannot be equal. We’ve come a long damn way and doing pretty amazing in this male dominated sport, and I just love to be able to participate in it. I don’t think girls should get affected or put off by the few guys who are assholes about it. They really are the minority group, as most of the guys we race and ride with are super supportive guys and they are always keen to help us learn from them.

Appendix Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? I’m sure certain women are, but those kinds of women probably aren’t very strong in most ways anyway, because if you’re not going to do something or participate in something because you’re put off by the guys, then you’re going to miss out on life and they probably won’t participate in anything that has male competitors. There are so many women’s riding groups and races, if they are so put off by it, they can just do those races and events. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? I don’t think there is a huge lack of coverage, to some extent there isn’t that much, but they always mention the top 3 girls at least and have a picture or two, nothing amazing, but like I said before, if stuff like this, lack of coverage is going to turn you off a sport, then that is strange to me, because this isn’t what it is about. You do this for yourself, for personal reasons, you don’t not do something because you’re scared you won’t get coverage or you don’t see enough girls in the mags, so no, you’re not going to pursue this sport. Male domination in sports will always be there, you just have to accept it and find your place in the industry and the sport. If it is your passion, then you just get on with it no mater what and embrace it. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? What has allowed me to be good enough is hard work & a passion for the sport. Training, riding, getting strong, scaring myself on rides, trying to go faster, jumping, improving, learning and crashing. This is how you become good enough, that and mental strength. If you’re not mentally tough enough, all of the above is pointless. You have to be able to push yourself mentally and physically and tough it out when things are not always going your way e.g. crashing, bad weather, feeling flat, or whatever it may be. Building up solid relationships with companies, people & sponsors over the years and not burning bridges. Also, as a women I’ve never tried to sell myself using sex appeal not in this industry, you earn it here. Plenty of girls do this and of course the guys and the industry love it, but when it comes down to it, that is not how you earn respect and role model status in the long run. Q5) What is your ultimate ambition in competitive cycling? To have fun doing what I do. To keep traveling, seeing new places, experiencing new cultures, riding new tracks and having adventures with my friends. Q6) What do you think the reasons are that more men than women adopt cycling? I think they grow up with it more so than girls. Girls do ride bikes when they’re little, but then when the whole cool factor thing kicks in, it’s not cool for the guys to see me on a bicycle - o my god! So, you get out of it and start drinking and smoking and then when you’ve got past that whole cool factor, and you start figuring yourself out and who you are, and discover that you need to do things for yourself and not what others (boys) think, then the girls will pick up that bike again and start riding. I find that most girls start again in their 20’s when they’ve sorted themselves out a bit. Men are also usually more keen to work out and get fit than women, or they just want to get out of the house away from the wife & kids, so they go riding bikes.

Appendix Q7) Can you offer any personal tips that you think will encourage women to take up cycling? It has to come naturally, you have to want to ride a bike, no one can force you. I’ve seen this happen so often where the boyfriend takes the girl out, they hate it and that is the end of that. You have to figure out if it is for you. You have to have a sense of adventure, of exploring and discovering. If you have this, then give it a go, take some risks, figure it out and have fun with it. It’s not going to be easy, it is going to be hard and suck and you’ll feel unfit, but you have to persevere and it will become fun, and easy, just give it some time and play around with it and you will love it. It gives you strength & freedom and will help you with so many other aspects in life. Q8) What are your thoughts on women-only cycling events? They are brilliant for the women who need this or like this sort of environment. For women who feel insecure and shy around guys, these are amazing. The fact that other women are there will encourage others and help them overcome obstacles and fears, so I think it is great that these exist. Personally I am not a huge fan of them though. I actually do like riding with guys, I learnt everything I know by always riding in the back and trying to mimic the guy in front of me, I guess I was thrown in the deep end and I had to learn and figure it out, but then again, I am more of a “just get on with it” kind of person than an “analyzing everything” person. Like I said before, it’s great that these are around, but why not make use of being able to learn from the guys. Q9) If you could change one thing about women’s cycling what would it be, and why? I can’t think of anything major that I would like to change. I think the girls that are killing it, are getting the respect, they are earning a decent living, I mean you always want more money, but mountain biking in general isn’t something you get into to become a millionaire - it is because you’re passionate. I guess the one thing would be to take our feedback/ input more seriously - we do know what we’re talking about and have been around a while - whether it is about a track a bike set up or whatever. Take the time to listen and most people will be surprised at how clued up we are about the things we’re passionate about.

Appendix Interview 4: Moseley, T. (tracyuk09@hotmail.co.uk), 2013. Interview questions. 16th November. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Name: Tracy Moseley Age: 34 Hometown: Worcester Sport you compete in: Mountain Biking Level you compete at: International How you got into the sport: following my younger brother Q1) Do you think there is a ‘gender battle’ in cycling? (women under pressure to perform as well as men, or not compete at all). I don’t think there is a battle, women’s sport is still sadly not as well profiled as the mens across nearly every sport. there are fewer women, in general women’s sport does not attract as many spectators or followers so its always going to be hard to compete. Q2) Do you feel that women are put off cycling by the fact it is a male dominated sport? I think for some women that can be daunting, but that’s no the reason there are fewer women. I think that alot of women do not want to get cold, wet and muddy and have to maintain a bicycle and these things put more women off, which is sad as they never get to expereince what the sport can bring them. Q3) Do you think the lack of coverage of women’s cycling affects the interest in the sport? Yes I do think that the lack of womens coverage does not help the sport as women are not able to watch as much womens sport and have something to aspire to. Q4) As a female athlete, what is it that has allowed you to be good enough to compete at such a highly competitive level? Not getting wrapped up in the politics of equal opportunities and just getting stuck in and trying to be the best I can be. Q5) What is your ultimate ambition in competitive cycling? To encourage more women to take up the sport and love the world of cycling.

Appendix Q6) What do you think the reasons are that more men than women adopt cycling? Its more natural for lads to go out on their bikes as kids and mess around on bikes and then it just sticks into adulthood. Getting more young girls into cycling will only help I think. Q7) Can you offer any personal tips that you think will encourage women to take up cycling? Find a cycling group of club and just get out there and join in. Be prepared to find it hard to begin with but stick at it. Q8) What are your thoughts on women-only cycling events? I think they are a good idea, as its a great place to women to start out and they can be a lot of fun. Q9) If you could change one thing about womenâ&#x20AC;&#x2122;s cycling what would it be, and why? I would love to see as many women as men out there riding bikes then our races would be give as much credibility as the guys I think.

Appendix Interview 5: Simmons, E. (esimmons@escrowassociates.com), 2014. Consumer research. 2nd May 2014. Email to: Natasha Kate Stock (natashakate21@hotmail.co.uk). The information you provide me with will feature in my research document which will be read by my university tutors, and potential employers, so I would need your consent to use the information. If you have a problem with this I can keep your name anonymous, if there is any other problem please let me know. Disclaimer: Do you agree to the public use of the information you provide? YES Questions: 1. Age 29 2. What is the reason you cycle to work? I cycle to stay in shape, I donâ&#x20AC;&#x2122;t commute home. (I also indoor cycle and do yoga at home) 3. Where do you shop to get your clothes for cycling? (This may be a cycling brand, or a generic sports brand) Nike, lulu lemon, Sweaty Betty. 4. In a typical week, what TV programmes do you watch? Mad Men, Game of Thrones, Law & Order, food programmes 5. What magazines/newspapers do you purchase on a regular basis? Womenâ&#x20AC;&#x2122;s Health

Appendix Questionnaire results. Respondants: 39. “Female sports clothing: Market research.” Survey. Survey Monkey. 2nd February 2014. [online]. Available at: https://www.surveymonkey.com/s/PS3CNDK.