T H E R OA D T O T H E F U T U R E T H E F U T U R E O F CYC L I N G W I T H I N T H E FA S H I O N A N D L I F E S T Y L E L A N D S C A P E
Olivia Louise Thomas N0302640 FASH30001
‘Cycling has recycled itself. It is an ancient idea, and it’s time has finally come.’ ( B AT H U R S T 2 0 1 1 : X I I )
D E C L A R AT I O N Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.
1. Introduction 3-10 2. Methodology 11-13 3. Look Behind You Industry Context and Market Place 23-28 4. Each to their Own Consumer Profiles 29-36 5. Sharing is Caring Attitudes on the Roads 37-42 6. Learn by Example Cycle Cities 43- 48 7. Capital Investment Cycling in London 49 - 56 8. Blossoming Creative Solutions 57- 66 9. Live the Life You Love Creating Communities and Encouraging the Cycling Lifestyle 67 - 72 10. Conclusion 73-76 11. Recommendation 77-92 12. References 93-100 13. List of Illustrations 101 - 106 14. Bibliography 107 - 118 Appendices and Contents 119-222
[1]
INTRODUCTION
[3]
1. [4]
INTRODUCTION In recent years the cycling industry has experienced a
Inflation caused unavoidable and unwelcome price
surge in popularity both in the UK and cities across the
increases affecting many aspects of daily life, including
world (Pucher and Buehler 2012:xi). A combination
the cost of commuting. Accounting for ‘5% of a British
of external factors continues to drive cycling back into
household’s spending’ (metro 2012: online) the rising
the public consciousness. In the UK broader macro
cost of fuel has been and remains a major concern for
environments include effects of the recession, the
UK commuters. Between June 2007 and June 2012
ever-present concern of climate change and increasing
petrol prices rose by 38% and diesel by 43% (BBC
sedentary lifestyles which have led to an epidemic of
2012a: online) forcing some hard-hit consumers to
obesity.
consider alternative means of transport. The cost of public transport has also increased, over the past
Although ‘bicycling has had more ups and down than
decade rail fares are said to have risen 20% faster than
the stock market’ (Mapes 2009:31) it seems as though
salaries according to figures published by the Campaign
the most recent global recession has done the industry
for Better Transport (Telegraph 2013: online). The
some favours.
Mayor of London, Boris Johnson announced a 4.2% increase across London’s transport network from
As the recession hit the UK in Spring 2008, (Baines
January 2012 (including the Barclays Cycle Hire
&Ernst, 2012) it brought about a great deal of change
Scheme) (Shankleman 2012: online). As a result of
including government cut backs, and a sharp rise in
these influences commuters are reassessing which form
inflation and unemployment, all of which contribute
of transport they believe to be the most cost effective
to lower consumer spending power. A report from
and time efficient option.
July 2012 by consumer body Which? found that consumers ‘are currently facing the biggest squeeze in living standards since the 1920s’ (Lloyd 2012: online). Consumers have therefore been forced to reassess their lifestyles and instigate changes to address the impacts of the recession, resulting in changing attitudes and shifts in buying behaviour.
[5]
Despite the uncertainties facing the global economy, leading governments across the world have a shared priority in the form of an agenda to combat international climate change. Although some campaign groups such as Green Peace claimed the Rio Earth Summit (held in June 2012) was full of ‘empty rhetoric and green wash’ (Greenpeace 2012: online) it was reported that eight multinational banks agreed to finance sustainable transport systems over the next ten years by setting aside $175 billion (Agence France-Presse 2012: online). Suggesting that international co-operation has brought results. These decisions will filter into our daily lives with a lasting legacy. In line with these political pressures, closer to home in May 2010, the Prime Minister David Cameron pledged to lead ‘The Greenest Government Ever’ (Randerson 2010: online). With 5 years to make long lasting decisions to put the country on track, Cameron said those decisions were most necessary in the fields of energy, climate change and the environment (Randerson 2010: online).
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Since then London in particular has seen an injection of cycling related events and schemes such as the Sky Ride, Barclays Cycle Hire and plans for the Sky Cycle (a network of elevated cycle paths above London). Due to their success, plans for cycle hire schemes and funding for new infrastructure are being introduced to other cities across the UK such as Belfast, Manchester and Bristol, to name a few. The obvious health benefits of cycling are also helping to tackle another widespread issue facing the UK – obesity. According to the Health Watchdog, ‘cycling and walking must become the most common mode of transport for short journeys if Britain is to beat an epidemic of inactivity’ (Health Watchdog (2012) in Pank 2012: online). The problem of obesity has heavily influenced perceptions towards personal health and well-being, encouraging consumers to rethink aspects of their lifestyle which may have been damaging to their health. Finding sufficient time for exercise can be as taxing as changing ones dietary requirements in today’s society. The new willingness for lifestyle change has encouraged shifting perceptions towards cycling as its speed and health benefits become more apparent and relevant to the everyday consumer. As the author of The Art of Cycling, Robert Hurst said, ‘riding a bike allows a person to pack more life into a day’ (Hurst 2006:240). The Guardian reported that by 2020 seven in ten women and eight in ten men are predicted to be overweight or obese, (Guardian 2010: online) confirming the importance of creating a sustainable cycling culture.
[7]
[8] Fig 1
Cycling appears as a viable solution to many of the daily problems facing the British public today. One of the many positive influences has been the British Cycling Team’s sporting success. Together with their achievements of the past few years and the team’s success at the London 2012 Olympics, (Great Britain and Northern Ireland won a total of 11 medals) (BBC 2012b: online) cycling has been pushed to the forefront of British Sport and inspired people to either return to cycling or take it up. Research commissioned by Sky in partnership with British Cycling found that ‘52% of all people indicated that they were motivated to cycle as a result of the achievements of Team GB’s cyclists’ (LSE 2012: online). The bicycle’s multiple benefits as a mode of transport, exercise, sport and style identity have been appreciated over many years. However a combination of the previously noted changes and trends has brought about the current resurgence of interest. There is now an opportunity for cycling to become permanently accepted as the most beneficial mode of transport for society. Jackie Ashley of The Guardian explains the importance of sustaining the interest…
‘What we can’t have… is a country in which this balancing act fails to push forward the cycling boom. A quarter of us, roughly, are obese, children as well as adults. Our urban air is still filthy. We are using far too much carbon. But the great thing is, millions of us are getting the message. Real revolutions come from below, and this one is too. That’s perhaps the brightest message from 2012, the year of the bike’ (Ashley 2012: online). This market report will explore the fundamental aspects of the cycling industry and its recent renaissance in order to make future recommendations for the industry within the fashion and lifestyle landscape, with the intention of building a sustainable cycling culture across Britain.
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[10]
METHODOLOGY ‘Consumer behaviour is a by-product of the unconscious mind, whereas research is inherently a conscious process.’ ( G R AV E S 2 0 1 0 : 1 0 )
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2. [12]
METHODOLOGY Using a range of appropriate research methods, I primarily looked into cycling’s relationship within the fashion and lifestyle landscape, from the year 2007 and specifically in London. However my initial findings led me to adjust my research to begin from the year 2000 with a focus on the lifestyle sector and its potential to encourage the cycling revolution across Britain.
Primary Research: Online Questionnaire: (See App 3:126 ) 25/11/2012: The questionnaire was created on surveymonkey.com and completed by 102 individuals. It was sent via Facebook, Twitter and email to receive responses from a diverse audience of different ages, gender and location. The questionnaire was sent to both cyclists and non-cyclists with the aim to understand general perceptions of, and relationships with cycling in the initial research stages. Although the questionnaire provided the right platform to reach a large audience, it was important to note half of the respondents did not consider themselves as cyclists and therefore skipped 4 of the questions, affecting the final percentages. The questionnaire helped me to tailor my next research method to a more specific audience.
[13]
E-mail Questionnaire: (See App 4:132 ) 04/12/2012: I sent out 11 questions via email to 2 regular cyclists and asked if they could send the questions to other regular cyclists that they knew. The aim was to gain detailed insight from regular cyclists about their habits and views on cycling and cyclists. Sending the questions out by e-mail was a quick and direct way of getting responses efficiently. Targeting regular cyclists and using them as a platform to reach other cyclists was very effective. The responses I received confirmed a level of trust as a result of the participants being contacted directly by a peer. Twitter Account: Networking and Industry Specific Research: (See App 5:152) 17/12/2012: I created an e-mail and Twitter account for the basis of my research. I used the account to find relevant industry insiders and to tweet opinions and comments about the industry to gain responses. The account helped me to identify others but it was unsuccessful in gaining responses for research. Ethnographic Research: (See App 5:153 ) 18/12/2012: I observed a busy junction in central London, between Oxford Street and Regent Street for half an hour at midday and observed the behaviour of cyclists and road users. I wanted to gauge an understanding of the number of cyclists in a city where there is a relatively high modal share. Observing the junction was a revealing way to see the different types of people cycling, the type of bicycle they were riding and what they wore. The winter weather may have had an adverse effect on the number of cyclists. Fig 2
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Store Visits: (See App:154 ) 18/12/2012: Rapha Cycle Club, Brewer Street, London 19/12/2012: Evans Cycles, High Holborn, London Due to the recent increase in cycling activity, for example the Barclay’s Cycle Hire Scheme, I visited various cycling stores across London. The aim was to identify the difference in consumers between a high end premium store like Rapha and a mainstream store like Evans. I acted as a mystery shopper and observed how the consumers interacted within the stores. For example if they were browsing, enquiring or buying. Visiting both stores allowed for an engaging comparison of consumers and range of offer. Telephone Interviews with Industry Insiders: (See App 7:156) 18/01/2013: Adam Johnson, Owner of The Plough 18/12/2012: Ben Allen from Big Blue Bike (a professional
in Harborne, Birmingham: The Plough in Harborne
cycle courier service): I contacted the company because
is a very successful, independently run pub. In order
I wanted to understand the potential of cargo bikes
to inform the decisions of my recommendation I
and courier services so I asked generally about the
asked Adam questions to help understand the pub’s
company and its uses. I also broached some potential
demographic and the success behind it.
recommendation ideas. For each phone interview, I set up the interview by e-mail. 20/12/2012: Andreas Kambanis, Editor of blog London
They were all very successful, however writing down the
Cyclist: I wanted to use Andreas’ knowledge and opinion
information whilst conversing was quite difficult.
to inform my research. I asked a range of questions about the industry and where he thinks it is going. I also suggested a few recommendation ideas and asked his opinion.
[15]
In Depth E-mail Interviews with Industry Professionals: (See App 8:162) 12/17/2012 Kathryn King from London marketing 12/17/2012 Will Vaughan from Hereford Pedicabs: I
campaign group, BikeMinded: I initially contacted
asked about Pedicabs as a company, how it came about
BikeMinded in order to find out how the campaign began
and his opinion on bike courier services particularly
and the message behind it. I also took the opportunity to
for online fashion brands. I also asked his opinion on
ask specific questions relating to my recommendation.
the cycling industry in general for example, bike share schemes and the attitudes of cyclists.
03/01/2012 Cherry Allan, Campaigns and Policy Information Co-ordinator for CTC, National Cycling
12/17/2012 Shelly, Editor of blog Riding Pretty:
Charity: I contacted the CTC to find specific statistics
Shelly has a successful blog on the lifestyle of cyclists,
for cycling in the UK. Cherry was very helpful and
showcasing female bicycle style. I wanted her opinion
helped me to find the most relevant reports to inform
on the cycling industry in general, including her area of
my research.
expertise, however she didn’t feel her opinion was valid so she directed me to an article on Cycle Chic which was
22/01/2013 Dipak Patel, Co-Owner Popup Bikes: Popup
very useful.
Bikes is the first cycle café in Manchester. I contacted the café for insight and opinion on cycle cafes and their role
12/17/2012 Claire Beaumont, Marketing Manager of
in the cycling community.
Condor Cycles: I read an article on stylus.com which included comments from Claire (Stylus 2011a: online)
I contacted a range of other relevant companies, such as
on the increase of female cyclists. Due to her wealth of
The Tweed Run, Bobbin Bicycles, CycleLab (a cycle café
experience in the industry I wanted to ask her opinion
in East London) and Rapha, but didn’t receive responses
on cycling and its future.
to my questions.
[16]
Fig 3
Diary Entry for Barclays Cycle Hire Scheme: (See App
In Store Interviews: (See App 9: 176)
10:190) 18/12/2012 - 19/12/2012: I visited 5 bike stores in London. The stores were; Velorution, BikeFix, Tokyo
16/11/2012: I asked two young women to try the
Fixed, Cycle Surgery and Fitzrovia Bicycles – a mix of
Barclays cycle hire scheme in London for the first time,
bicycle retailers and repair stores. Each interview was
answer a few questions about the experience and write
recorded on my phone which I later transcribed. The
a short diary entry. The aim was to assess the usability
aim of visiting these stores was to ask current industry
and effectiveness of the Barclays Cycle Hire Scheme. I
insiders their opinion on key research questions as seen
thought the best way to test the system would be to ask
in the appendix. By recording the interviews on my
two unbiased participants to try it. The diary entries
phone I could listen and engage in conversation without
were interesting although only asking two people, of the
being distracted by writing notes. Each respondent
same sex and age wasn’t representative enough to draw
gave very opinionated answers which helped to give my
any outstanding conclusions.
research with an interesting perspective.
[18]
Consumer Profiles: (See App 11:196) 15/01/2013 – 21/01/2013: I emailed four regular cyclists that differed in age, location and gender to gain valuable information about their lifestyles to help represent and inform different consumer groups. I asked a number of basic questions and sent them a form which asked a variety of lifestyle signifiers. I asked them to put together a collection of their favourite belongings and the objects they use on a daily basis, with some example images for reference. Two participants took the photos themselves Fig 4
and e-mailed the results and I visited the remaining two participants and took the photos. The display of favourite belongings and the objects they use on a daily basis is a highly effective way to portray personality and habits. I would have preferred to take all of the photographs myself. The results were all insightful and revealing as each participant answered the same set of questions I could easily compare lifestyle choices.
[19]
Secondary Research: Online:
Books:
In order to inform the questions for my primary research,
Alongside online research I used a range of books
I mostly used online sources to gain an understanding
to underpin with historical and theoretical context.
of the cycling industry in the present day as this was
Raleigh and the British Bicycle Industry was particularly
the most accessible way to keep up to date with brands,
informative and helped to explain the economical
charities, campaigns and blogs such as Rapha, CTC,
journey of the industry. However the most interesting
BikeMinded and Copenhagenize.
book was The Bicycle Book by Bella Bathurst. Its story telling and anecdotal style made it much easier to comprehend cycling as a lifestyle.
Online newspapers were an informative way to keep up with the latest news for cycling, particularly in terms
Strategic Research:
of political support. The Times’ recent cycling safety campaign launch and the Guardian’s informative blog
I used the extended marketing mix (7ps) to ensure my
dedicated to cycling were particularly useful sources.
recommendation had covered all of the necessary touch points for a new service.
Trend forecasting websites such as Stylus and WGSN were an integral part of researching current and future trends and long-term patterns in consumer behaviour helping to inform my research and recommendation. Pinterest was a highly useful source for imagery and graphic inspiration as seen in Fig 5.
[20]
Fig 5
[21]
[22]
LOOK BEHIND YOU Market Place and Industry Context
[23]
3. [24]
LOOK BEHIND YOU As mentioned previously, broader market environments have influenced consumer behaviour change and led to an increased appetite for cycling. Now that there is focus and interest, changes need to be made to ensure cycling becomes an intrinsic part of daily life. In order to make these changes for the future, it is important to review the historical context of the industry and analyse how it has overcome the problems it has faced in the past. In the 1930s as discussed in ‘Raleigh and the British Bicycle Industry’, (Lloyd-Jones and Lewis 2000:130-131) The Economist newspaper struggled to identify the future of the industry. The bicycle had been marketed as a fashionable item for women since the 1890s and the suggestion it may then become ‘out of fashion’ was a concern. However, a combination of reasons including its ability to ‘always provide an effective means of exercise and recreation’ over-came doubts and The Economist concluded that ‘the leading bicycle manufacturers appeared to offer a sound investment opening’. This discussion, even in the 1930s, shows that difficulties in predicting the future of the bicycle are not confined to the modern day.
[25]
At the beginning of the 20th Century, the American bicycle market came to a halt when the Ford motor car was introduced on a mass scale and came to ‘represent the American dream, by offering independence and adventure’ (Hardcastle 2005: online). However at a similar time in Europe, mostly in Italy and France, cycling was becoming an increasingly popular and glamorous sport, ‘cyclists were the celebrity of the day… speed was the currency’ (Penn (2010) in Ride of my Life 2010). Figure 6 shows the excitement of locals waiting for the Tour de France to pass in 1939. As Robert Crampton discusses in The Times Magazine (Crampton 2013:65), the attitude towards cycling in Britain shifted after its ‘interwar golden age’ becoming ‘more about efficiency than flair, the bicycle as a means of transport rather than an object of beauty or wonderment or fun.’ Another adaption of the bicycle came about in the 1970s and the industry proved its versatility once more, as the mountain bike was born in Marin County, Northern California. Almost a decade later, its popularity in America and Europe soared as consumers switched from thin tyred road bikes, to thick tyred mountain bikes. (Berto 1999:11). The continuous reinvention of the bicycle and its different uses has been appreciated worldwide. One of the most important effects of the bicycle is the culture and community it creates. There appears to be a different type of bicycle not just for different purposes but also different personalities.
[26]
Fig 6
[27]
[28]
EACH TO THEIR OWN Consumer Profiles
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4. [30]
EACH TO THEIR OWN As cycling grows in popularity, its consumer groups are no longer defined by the type of bicycle they ride. Isabel Dedring, Deputy Mayor for Transport for London explains, ‘we have seen a very significant increase in cycling and a change in the types of people who are cycling’ (Dedring (2012) in Pank 2012: online). I interviewed 4 regular cyclists to demonstrate the variety of lifestyles which loosely represent different types of consumers.
[31]
Fig 7
Q U I E T LY C O N F I D E N T :
Callum represents young cyclists who can’t quite afford a car but still need to get from A to B. With youth on their side long distance rides for charity or to and from University are a welcome challenge. Since becoming a regular cyclist, keeping in shape is a priority. His bike is his most prized possession.
Fig 8
[32]
ROAD RUNNER:
Mark
represents
the
well-
off middle aged British male, for which road cycling at the weekend is an integral part of the social calendar, the coffee break as enjoyable as the ride. Fig. 9 shows a collection of objects Mark interacts with daily, confirming his comfortable lifestyle. Health benefits are a large motivator for his age group and his bicycle is his most prized gadget.
Fig 9
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AS G O O D AS N EW:
Siobhan represents a rare entrepreneurial flair, renovating bicycles is as much fun as riding the finished product. Long distance doesn’t appeal so a visit to local friends and family means a short ride. Figure 10 is an example of the type of bicycle Siobhan has renovated in the past (See App 11:208). The bicycle is her most prized piece of work.
Fig 10
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Fig 11
STYLE ICON:
Representing the inner city commuter, Marcus is a young, creative professional. Fashion conscious, he considers his bicycle to be an extension of his style and personality. As he commutes to and from work, he strives for an edge of sophistication, well aware of the hipster associations with fixed gears and single speeds. Fig 11 is telling of the life he leads, or aspires to lead. His bicycle is his most prized accessory.
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[36]
SHARING IS CARING Attitudes on the Roads
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5. [38]
SHARING IS CARING As the consumer profiles demonstrate, cycling is attracting a varied consumer group. If the increase in cyclists continues, the most important thing to consider is not the type of people cycling but the attitude of cyclists and road users. Britain needs to learn how to share its roads. The city of Parma in Italy is part of CARMA, a campaign group funded by the European Union to ‘develop new methods for costefficient marketing of cycling’ (Cycling Carma 2010: online). Parma’s campaign ‘Mobilita Sostenibile’ was aimed at school children between the ages of 6 and 10. As discussed in the book City Cycling, ‘it is especially important to promote cycling among children because habits learned while young tend to persist throughout life’ (Pucher and Buelher 2012:5). The idea behind the campaign was to explain and demonstrate the health benefits of cycling every day and the importance of cycle safety. This is a great example of helping to nurture a culture of respectful attitudes for future generations. When speaking to the manager of London bike store Velorution, he said,
‘England has a culture of the lighter the bike, the better the bike, the faster the bike and that makes us all cycle a bit quicker whereas in other places in Europe, you’ve got a whole different culture, where you can just relax on the bike’ (Velorution Manager 2012, App 9:177). This suggests that the attitude of cyclists plays a large role in the culture that follows.
[39]
A documentary aired on BBC 1 caused uproar and
When I asked Andreas Kambanis of the London Cyclist
controversy across the blogosphere. ‘The War on
Blog what the industry needs to maintain or start doing
Britain’s Roads’ was shown early in December 2012
in order to keep cycling popular he said ‘[it] needs to
with the intention of showcasing a ‘dramatic and unique
do a lot about tackling negative perceptions of cyclists,
insight into the unfolding tension and conflict... as thirty
that they’re all dangerous and jump red lights and wear
four million vehicles and thirteen million bikes all try
reflective gear… ask 100 people and most will say [they
to share the same crowded space’ (BBC 2012c: online).
would] love to but it’s dangerous’ (Kambanis 2012, App A:). Kambinas makes the point that cycling needs
Bill Chidley, a well-established member of the messenger
to be perceived more positively, without the current
community, discussed the potentially misleading final
generalising and damaging associations which the
scene on his blog Buffalo Bill (Buffalo Bill [pseud.] 2012:
documentary seems to have promoted.
online). The footage shows cycle couriers dangerously racing across central London. However the race had been
Despite the controversy of the footage, and in fact
choreographed by amateur film-maker Lucas Brunelle
the message of the programme, new and improved
with encouraging cash prizes for the cyclists who rode
cycling infrastructure alone isn’t enough; the attitude of
the fastest and took the most risks. When questioned,
commuters is an integral part of building a cycle friendly
the BBC said they were aware of the race’s origins, ‘but
city where respect is built and earned between all road
the fact remains that it depicts real behaviour on the
users. Whilst discussing the documentary on BBC Radio
streets of London’ (Walker 2012a: online).
4, writer and former British racing cyclist, Michael Hutchinson, said ‘This isn’t a war between cyclist and
Labour MP for Dudley North, Ian Austin, who also co-
motorists, it’s a war between idiots and the rest of us’
chairs the all-party cycling committee, said it was…
(Hutchinson (2012) in Montague 2012: online). This emphasises the importance of respect between road
‘about as representative of ordinary cycling in Britain as a James Bond car chase is of ordinary driving… Nine out of ten cyclists also drive cars, so it is not just dangerous and irresponsible to promote a culture of confrontation on the roads which will make cycling and driving both more dangerous, but also stupid and inaccurate’ (Walker 2012b:
users in Britain.
online).
[40]
Fig 12
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[42]
LEARN BY EXAMPLE Cycle Cities
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6. [44]
LEARN BY EXAMPLE In a few cities across the world, mainly in Europe, they have learnt to adapt the city in order to make way for the bicycle. In doing so road users have grown to share the city and are now seen as exemplary ‘cycle cities’. It is important to note why and how these cities have achieved this so that the UK and other countries can benefit.
[45]
Fig 13
[46]
Looking for inspiration on a global scale, in 2012 Portland in Oregon was named the best cycle city in America (Dialle 2012: online). Dan Anderson of the Portland Bureau of Transportation says cycling accounts for 6% of all journeys to work which is the highest percentage of any large American city as ‘drivers know how to coexist with bikes’ (Anderson (2012) in Weise 2012: online). Following Portland’s lead and confirming its influence, bike share schemes are being introduced to New York, Chicago and San Francisco in 2013 (Weise 2012: online). The urban landscape of American cities is very different to that of British cities but the efforts and achievements of Portland are a great inspiration. It’s clear that the bicycle is an integral part of the residents’ The most obvious examples come from the Netherlands,
daily commute so perhaps the UK should expand its
Germany and Denmark in Europe. For over 4 decades,
efforts on increasing infrastructure and facilities on the
at least since the 1970s local governments have been
most popular commuter routes in order to capitalise on
‘planning, constructing, and funding bicycling facilities’
this opportunity. Confirming this, a report by Transport
(Pucher and Buehler 2007: online). Their ability to
for London analyses the potential for cycling in London
sustain high modal shares makes them the first port
and notes ‘there remains some potential for growth,
of call for information on building cycle friendly cities
particularly for the journey to work’ (TFL 2010a: online).
(King 2012, App 8:169). According to the Lonely Planet, Copenhagen is one of the best cities in Europe for getting around by bicycle (Bonetto 2011:152). Currently, ‘36% of its inhabitants cycle to work or school’ (Hill 2011: online) and it’s striving to be better as the city hopes to have at least half of its citizens cycling to their place of work or education by 2015 (City of Copenhagen 2012: online).
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[48]
C A P I TA L I N V E S T M E N T Cycling in London
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7. [50]
C A P I TA L I N V E S T M E N T As seen in the chapter before, it is important to take inspiration from exemplary cycle cities and adapt key strategies accordingly. As the UK learns from others, it is also crucial that it sets an example. According to Greendex 2012, ‘British consumers are among the least likely to frequently use bicycles as a form of transportation’ (Greendex 2012: online). Despite these figures the UK has seen an undeniable increase in the number of cyclists since the year 2000, particularly in London where there has been ‘a 117 per cent increase on London’s major roads’ (TFL 2010b: online). The increase in cyclists has put pressure on the British government to create a friendlier, safer and more inviting environment for cyclists. A survey carried out by Virgin Money in 2012 (BikeRadarUK 2012: online) revealed Plymouth to be the UK’s most cycle-friendly town with the City of London ranked in 50th place and Greater London at 56th respectively as theft and injury hindered a higher rating. In 2010 an extravagant and futuristic concept to improve safety for the increase in cyclists in London was proposed by landscape architect Sam Martin. The concept is a network of elevated cycle paths running between mainline stations. Mr Martin said 'TfL estimate the number of journeys made by bike will treble to around 1.5 million by 2020. Where are they meant to go? SkyCycle is the next logical step, because you can’t realistically build more cycle lanes on ground level’ (Martin (2012) in Daily Mail 2012: online).
[51]
A major influence of the growing number of cyclists in
In its first year, the scheme was most frequently used by
London is the introduction of the Barclays Cycle Hire
white men aged 25 to 44 on a high household income
Scheme in 2010, known colloquially as Boris’ bikes. The
(TFL 2010c: online). In contrast to this profile, I asked
scheme took inspiration from Paris’ Vélib which was
2 young women to try the scheme for the first time
launched in 2007 and was subsequently responsible for
(See App 10:191). The first participant, Becky lives in
the ‘55% growth in cycling in Paris’ (Cycle Helmets 2012:
Wimbledon, West London and the second participant
online). Other cities with successful schemes include
Natalie, was living with her whilst she completed a 3
Hangzhou in China, Dublin in Ireland, and Washington
month placement; an interesting comparison as Becky
DC in America; following in their footsteps New York
is presumably more accustomed to the hustle and bustle
will be launching its own scheme CitiBikes in May 2013.
of London’s streets.
The Barclays Cycle Hire Scheme was launched in
They chose to use the bikes for recreational purposes
July 2010 along with the construction of 2 Cycle
and rode them around Hyde Park. Natalie, who usually
Superhighways, designed to provide ‘an attractive
lives in Birmingham, said ‘I think these bikes are a
alternative for commuters from inner to central London
brilliant addition to the tourist attractions in London.
(TFL 2010c: online). Out of 100 people asked, 49% said
They give you an alternative to walking along crammed
cycle hire schemes like Barclays Bikes appealed to them,
side-walks or using over crowded tubes’ (Griffiths 2012,
with the remaining 51% saying it did not. This however,
App 10:193). Natalie noted she felt her safest when
may have been due to the location of respondents (See
off the roads. Becky who has always lived in London,
App 3:128).
found it odd that it isn’t a necessity to wear a helmet. Interestingly the lesser successful bike sharing schemes
The scheme is a clever and subtle way of introducing
in the Australian cities of Melbourne and Brisbane, have
cycling into the daily commute by making bicycles
been accosted to having to wear a helmet by law (Cycle-
more accessible whilst promoting a positive social
helmets 2012: online). Becky went on to say ‘I would
responsibility message for Barclays. Andreas Kambanis
only personally use them in off road situations as not
from blog the London Cyclist said, ‘Even people that
being particularly bike conscious I didn’t feel as safe on
own bikes are using it, [it is] one of the best things that’s
the few sections of actual road we cycled on’ (Child 2012,
been introduced into London’. (Kambanis 2012, App
App 10:191). Perhaps the statistics showing a higher
7:159) Interestingly he notes the scheme is being used by
usage level from 25-44 year old males is an indication of
people who have their own bikes; this is perhaps because
confidence levels.
users of the scheme don’t have to worry about storage.
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Fig 14
Kathryn King from BikeMinded discusses the effects of
Barclay’s Cycle Hire is a crucial part of helping London
the Barclays Hire Scheme…
to reach its target mode share of 5% by 2031 as Figure 15 illustrates.
‘These schemes encourage more people to cycle in their normal clothes rather than perpetuating the stereotype of cyclists requiring specialist sportswear - and also as a result there are more people slowly making their way around on bicycles rather than racing across London. It is also a great way of making cycling appeal to a wider range of people and therefore increasing the modal share for cycling’ (King 2012, App :169).
As part of London’s transport system, the scheme is included in the average 4.2% increase of fares (Shankleman 2012: online). However it is still only £2 to use a Barclay’s bike for 24 hours if it’s being docked every half an hour (TFL 2012: online). If the bikes continue to be used for short journeys as the scheme intended, the system should continue to be a success. The success of the scheme has set an example for the rest
Kathryn interestingly suggests that people wearing
of the UK as investment for new cycle sharing schemes
normal clothing often ride at a slower pace, something
have emerged for cities such as Belfast, Liverpool and
which could be investigated further.
Leicester. Together with the SkyCycle, London is doing a great job of leading the way in the cycle revolution.
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LONDON-WIDE MODE SHARE, M AY O R ’ S T R A N S P O R T S T R AT E G Y 2 0 1 0
Fig 15
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BLOSSOMING Creative Solutions
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8. [58]
BLOSSOMING According to a report by Keynote, ‘new innovations and the introduction of ethical products into the mainstream retail market are expected to drive market growth over the next few years.’ (Key Note 2012: online). As consumers become more attracted to environmentally friendly products and lifestyle choices, the bicycle emerges as a prime example of an accessible product with benefits in excess. Due to its rise in popularity, the industry has blossomed, producing a host of new brands, product hybrids and events, often influenced by creative industries.
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Fig 16
As the number of cyclists on the road is increasing, so is
A great example of a company working to solve this
the need for secure storage and parking at the other end
problem in a creative way is Cyclehoop, a firm of
of the journey. When I spoke to the manager of bicycle
award-winning designers and architects specialising in
retailer Velorution, he explained that customers mostly
producing innovative indoor and outdoor cycle parking
fear leaving their bikes on the road in case of damage
(Cyclehoop 2012: online). One of their most inspiring
or theft. He also suggested storage at the workplace is a
designs is the cycle-hoop itself, as seen in Figure 16. The
key driving factor for commuters choosing to travel by
company has won many awards and is leading the way
bicycle (Manager of Velorution 2012, App 9:179). Dipak,
in creative bicycle parking solutions as a response to the
co-owner of Manchester’s cycle café PopupBikes agreed
increase in cyclists.
as he explained secure bicycle storage at the workplace is ‘a social responsibility’ (Patel 2013, App 8:174).
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Particularly as more cyclists take to the road, the safety of riders is a top priority. Creative solutions for the safety of cyclists include the innovative use of wearable technologies such as LEDS. Some interesting examples demonstrating their use include Mitchell Silvas Glo-Bars See Figure 18 and still a work in progress, the LumaHelm shown in Figure 17. Both have signalling capabilities amongst other features, benefiting the cyclist and other road users.
Fig 18
Fig 17
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As attitudes toward cycling change, the industry continues to move away from a perceived niche market towards a mainstream audience. A great example of promoting cycling to the masses is The Tweed Run, (See Figure 19) a ‘metropolitan bicycle ride with a bit of style’ (Tweed Run 2009: online). The organiser of the event, Gavin Mackie said ’Underlying the run and central to setting it up as an on-going event is the belief that urban cycling should be safe and fun (and you do not need to be in head-to-toe Lycra)’ (Mackie (2012) in Stylus 2011b: online). As Gavin explains, cycling can be enjoyed by anybody. As with most things cycling related, Copenhagen has been a great influence. As the bicycle is used so often in Copenhagen, cyclists have managed to keep their style identities intact. In 2007, journalist, film director and photographer Mikael Colville-Andersen coined the phrase ‘Cycle Chic’ to describe the art of riding bicycles in regular, preferably fashionable, clothes (Colville-Andersen 2007: online). It is now a trend that has become ‘something of a global phenomenon’ (Davis 2012: online).
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Fig 19
In the UK, demand for more conspicuous cycling gear is burgeoning, ‘You’ve got cyclists that don’t want to look like Lycra clad sports people; they just want to get off their bike and work’ (Manager of Velorution 2012, App 9:178). Fashion retailers such as Paul Smith and Levis have both designed custom jeans for cyclists which reveal a subtle reflective strip when turned up (Gardner 2011: online) (Millar 2012: online). The latest high street brand to take hold of the urban cycling trend is H&M. Collaborating with the ‘mecca for fixed gear and single speed’ (Christodolo, C (2012) in H&M 2012: online) Brick Lane Bikes have tested and approved the capsule menswear collection. The collaboration between a high street chain and a specialist fixed gear and single speed bike store is a telling reflection of the direction in which urban cycling is taking. An extract from Bella Bathursts ‘Bicycle Book’ explains the motives for purchasing single speed or fixed gears bikes.
They’re beautiful pared-down essence-of-bikes which have become increasingly fashionable for urban cyclists in the past few years… They’re just a frame, a set of wheels and a prayer…. Both are light, elegant and good for posing. In most cases they’re not about logos and branding, but about riding something bespoke. Hence the occasional double-take sigh of someone blazing done Marylebone Road on a white frame with gold rims or swanking around Hoxton on a frog-green number with hot pink tyres… Messengers and fakengers like them because they need almost no maintenance at all apart from a squirt of lube once in a while, and everyone else likes them because they look beautiful and they get you where you want to be, fast’ (Bathurst 2011:9).
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When speaking to an employee from Cycle Surgery, London, he spoke of the difference between their uses.
‘If you look at any actual couriers, they’re usually unwashed, unkempt, with holes in their clothes, and the bikes they ride are not out of a kind of inner circle of sort of knowingness about what looks cool, it’s about necessity, they’ll all do the absolute minimum they can do to spend on their bike because they don’t earn a right lot of money’ (Cycle Surgery Employee 2012, App 9:185). His understanding of couriers as a source of inspiration adds an interesting perspective to the fixed gear and single speed trend. The recent cycling revolution showcases the flaws in the current cycling environment within the UK. If Britain is to successfully create a sustainable cycling culture, creative strategies need to be implemented in order to adapt to meet the demands of the everyday consumer.
Fig 20
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LIVE THE LIFE YOU LOVE Creating Communities and Encouraging the Cycling Lifestyle
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9. [68]
LIVE THE LIFE YOU LOVE Multifunctional concept spaces are becoming increasingly popular. As professionals look for more inspiring, communal environments, hotels are becoming the new co-working hubs (WGSN 2012a: online). Similarly, brands are looking to engage with consumers through the creation of social spaces within a subtle retail environment (WGSN 2012b: online). Examples include Levi’s Commuter Clubhouse in Johannesburg (Poe, 2012: online) and Puma’s new social club in Prague (Dezeen, 2012: online).
Fig 21
Fig 22
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Working to please the increase in cyclists, savvy retailers
In the early stages of my research, I asked 18 regular
are tapping into the growing cycling community and
cyclists (See App 4:133) if they felt like part of a
creating similar multifunctional concepts.
community when they cycled. The majority of respondents said they did in one way or another but
Rapha is a great example of a premium cycling brand for
others disagreed. Some participants cycle in organised
road riders offering far more than a rail of clothing. The
groups for charity, others solely on their own but a few
company works to create an experience within its Cycle
mentioned a ‘kindred spirit’ and likened cycling to an
Clubs, using its credentials as a brand that recognises
‘unofficial fraternity’ so it seems dependent on who
the pain and passion of cycling to connect with their
they’re cycling with and perhaps how open they are to
consumer. In reality, the Cycle Clubs are essentially
being part of a cycling community.
stores but also come equipped with a café and screens for live viewing. Simon Mottram, CEO of Rapha has said
Dipak Patel, co-owner of the only cycle café in
his weekly rides in Regent’s Park are ‘so sociable they’re
Manchester said ‘Cyclists mostly cycle alone when
my equivalent of going to the pub’ (Mottram, S (2013)
commuting and so social places for cyclists create the
in Crampton 2012:65). It is then an obvious strategy for
cohesive glue necessary to keep us sane and share our
the brand to incorporate the social aspect of cycling,
experiences’, (Patel 2013, App 8:174) expressing the
describing their branded Cycle Clubs as an ‘inspiring
importance of having a space where the lifestyle can be
meeting place for road riders’ (Rapha, 2013: online).
shared.
Lock 7 in East London was the first cycle café; the
It is important to note that these social spaces are a
concept of somewhere to relax whilst your bike was
response to the growing cycling community. As the
being repaired is, as it turns out, a popular one. East
manager of Tokyo Fixed bike store in London said,
London in particular has seen an array of inviting cycle
‘There’s people that I know who don’t do anything other
cafes appearing, examples include Cyclelab and Juice
than work and ride and socialise with people they ride
Bar, Look Mum No Hands and Micycle. However, there
with or socialise with people they’ve met through cycling’
seems to be a lack of repair stores and cycle cafes in West
(Tokyo Fixed Manager 2012, App 9:183). Cycling can
London (Kambanis 2012, App 7:159) which Kathryn
therefore be seen as a lifestyle.
from BikeMinded confirms, ‘the success of Look Mum No Hands and the Rapha shops in Central London have demonstrated that there is a demand for the social side of cycling to be incorporated into the retail provision for cycling. We’d love one in West London’ (King 2012, App 8:169). Perhaps this is a reflection of the waves in which cycling’s popularity is moving across London.
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Fig 23
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CONCLUSION
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10. [74]
CONCLUSION Now that cycling has emerged as a highly effective
As the increase in cyclists encourages an appetite for
solution to many problems facing consumers, the
more design diversity, the range of products, brands and
industry needs to maintain the interest and build a
events are helping to portray cycling as a mainstream
sustainable, long term cycling culture that is an intrinsic
activity. With creative solutions for problems that
part of our everyday lives.
cyclists face (such as theft and storage) and continued efforts to design subtle clothing for everyday use, cycling
The success of the cycling industry so far is in part due to
is starting to become an intrinsic part of urban living.
its constant reinvention but mostly to the communities created wherever it thrives. Political support plays a large
As brands try to engage with the lifestyles of consumers,
role in the re-structuring of cities that want to make
multifunctional concept stores are providing additional
cycling a realistic part of their transport systems. As
interaction and experiences. As mentioned, for cycling
demonstrated, cities that prioritise cyclists have nurtured
in particular, the fusion of cafes and repair workshops
safe and friendly cycling cultures where attitudes are
provide a vibrant and welcoming atmosphere for the
positive and welcoming.
growing cycling community.
Although London is playing catch-up with leading
All aspects of the cycling industry are working together
European cycle cities as mentioned, it is laying the
and helping to increase the number of cyclists as it starts
foundations for a fundamental shift towards becoming
to appeal to a wider audience. The success of creating
a leading cycle city. Plans for the revolutionary SkyCycle
a sustainable cycling culture is dependent on Britain’s
prove how serious the British government is about
response to the latest cycling renaissance.
building a safer environment for cyclists. Additionally, the near ÂŁ1billion of investment being ploughed into British cities over the next decade is surely a welcome gesture towards positive change.
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R E C O M M E N D AT I O N The Future of the Cycling Industry within the Lifestyle Sector
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11. [78]
R E C O M M E N D AT I O N It is clear from the research shown that cycling in Britain is only going to become more popular and if it follows in the footsteps of our European neighbours, we too will have a sustainable cycling culture for the future. In order to achieve this, the UK needs to encourage the strong sense of community that cycling is known to bring (Mackie (2011) in Stylus 2011b: online). As mentioned, the most successful examples of nurturing cycle communities are the recent cycle cafes and bars which have become the latest social hubs. They are a great response to the increase in riders and play a large part in the lifestyle of cyclists.
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FIX CYCLE CAFÉ THE CONCEPT
W H AT ’ S O N O F F E R ?
In order to capitalise on the opportunity of social hubs
Fix Cycle Cafés offer a range of benefits to both cyclists
for cyclists, Fix is a network of cycle cafés across the
and the local community; safe bicycle storage (inside and
UK. Created to encourage the cycling lifestyle in towns
out), a workshop for repairs, café and bar for breakfast,
and cities where cycling is thriving, each space will be
lunch and evening snacks, a garden area for the warmer
complete with bicycle storage facilities, workshop and
months, TV screens for live streaming of events, charging
café.
points for phones or laptops and free wifi so consumers can stay connected. To optimise the use of each space,
Each café will be independently managed, projecting
they are also available for events and talks, for example
brand values across the network whilst creating a unique
teaming with schools for cycling safety lessons.
environment in each. In-line with the benefits of cycling, Fix endeavours to project a healthy and eco-friendly
The range of benefits on offer means consumers can
lifestyle across all facets of the network; branded with
choose how they want to use the space as Fix strives
trust, hard work and forward-thinking.
to create a lifestyle experience. With flexible working hours, from the crack of dawn to the last train home, Fix
Fix speaks to the cycling community, and others who
hopes to become part of the customers lifestyle; visiting
would like to relax in a welcoming, inspiring atmosphere.
as often as you would the corner shop or the pub.
Fix is in no way, a cyclist only space. When speaking to the owner of Popup Bikes in Manchester, Dipak Patel, he demonstrated the importance of welcoming all consumers, ‘we are available to EVERYONE… We serve our local community too - MOST of our coffee customers are non-cyclists’ (Patel 2013, App 8:174).
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Fig 24
Fig 25
Fig 26
The concept of a multifunctional environment means the space will be larger than an ordinary café. Each will look inviting, comfortable and stylish but the narrative of the interior design will differ according to the location in order to promote independence. Adam Johnson, the owner of a highly successful independent pub in Harborne said, ‘being independent makes you have more soul’ (Johnson 2013, App 7:161). This suggests independence makes a brand feel more real to the consumer. Dennis Paphitis, founder of skincare brand Aesop has a similar attitude as he said, ‘I was horrified at the thought of Aesop evolving into a soulless chain’ (Paphitis (2012) in Fairs 2012: online). Due to having stores located all over the world, using different architects was a natural progression for Aesop and has left no two stores the same (see Figure 27 and 28). Dennis goes on to say…
‘that just got me thinking about the kind of assault on the streetscape that retailers inflict through the ordinary course of mindless business, the idea that one size would so often be forced to fit all. It wasn’t so hard to respectfully consider each space individually, consider the customer, the context and to bring a little joy into the conversation’ (Paphitis (2012) in Fairs 2012: online). This is the kind of attitude which Fix will adopt. In store environments will be an integral part of the brand message, taking inspiration from all over the world as well as its local environment. Dipak Patel from Popup Bikes in Manchester was influenced by ‘world travelling, youth hostels and sustainable communities’ (Patel 2013, App 8:174). It’s important that each space is inspiring and unique to each city, always offering something new for customers who travel across the network.
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Fig 27
Fig 28
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FIX
FIX
Fig 29
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Each Fix Cycle Café will be clearly branded; sign posted
The Workshop:
from the outside and within each space there will be
The workshop and storage units will be the central hub
clearly segregated areas separating the café and bar, and
of cycling activity. Bicycles can be stored outside for a
the workshop.
short stay or brought in and kept safely for as long as the customer needs. Small accessories will be on sale and the
For every customer a loyalty card is supplied, so that
staff will always be on hand to answer any questions.
they can enjoy the perks of a free coffee every 8th visit (accounting for at least one bike ride every week over a
The Café and Bar:
two month period).
The café and bar is a key part of the brand and so the food and drink on offer will be carefully considered. Always
Alongside the loyalty card, if customers require their
investing in quality, wherever possible the produce will
bicycle to be stored inside, they can either pay as they go,
be sourced locally. To keep customers interested, Fix will
or pay a monthly or annual membership fee.
experiment with the menu, always offering something new for regular customers who will in turn recommend
The benefit to using the Fix network is that the loyalty
the place to others.
card or storage membership can be used at any Fix Cycle Café across the UK, encouraging commuters
Coffee shops have fared well during the recession as
travelling long distance on trains to continue cycling
coffee ‘falls into the marketing category of a ‘small
at their destination. Additional motives include double
affordable luxury’ (Blythman 2012: online) offering a
points on their loyalty card for every new café visited.
sound investment option.
These benefits will be optimised when the network has expanded across the UK.
Although only ‘a small affordable luxury’, coffee at the Fix will be of the highest quality, made by trained baristas;
Fix will strive to offer the best facilities possible for its
finding a middle path for cost without compromising on
customers. For example if there is a demand for cyclists
quality.
wanting to shower on the premises, the network can investigate funding into the most appropriate and
The service in the café and bar will reflect the quality
effective options.
of the food, putting time and attention into the details which customers notice the most. As explained in the book ‘Retail: An Introduction’, the experience out ways the price tag, ‘today’s sophisticated consumers have moved beyond the search for lowest possible prices and are demanding higher service levels’ (Cox and Brittain 2004:).
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L O C AT I O N , L O C AT I O N , L O C AT I O N Customers will primarily use Fix when going to and from
In 2011 with 52%, Cambridge had the highest proportion
work. Depending on their need, customers can come in
of adults cycling at least once per week (Tuddenham 2012:
for a morning coffee before work, a quick drink on their
online) showing the amount of potential Cambridge has
way home, to round-off a weekend ride, or whenever
for a sustainable cycling culture. However, although
they’re in the neighbourhood.
Cambridge is widely recognised as the ‘city of cycling’ (Laker 2011: online) it ranked 60th in Virgin Media’s
By 2015, Fix will have opened 3 Cycle Cafes in West
listing of Britain’s most friendly cycle cities. This was due
London, Cambridge and Liverpool.
to high numbers of theft, serious injuries and a mediocre number of bike shops and cycle routes (BikeRadarUK
West London has been chosen to cater for a specific
2012: online). These issues cry out for raising awareness
demand. Two industry insiders, Kathryn King who
of cyclists and practical storage solutions. Simply
works for BikeMinded, a marketing campaign aiming
offering viable solutions for bicycle storage could reduce
to increase the number of cyclists in the Royal Borough
the number of thefts.
of Kensington and Chelsea and Andreas Kambanis, the editor of the London Cyclist blog, both highlighted
As part of the trebled spending on cycling infrastructure
the need for a cycle café in West London as the cycling
from the government, Liverpool is receiving investments
community continues to grow (King 2012, App 8:169)
for an east/west link to the north of the city, free cycle
(Kambanis 2012, App 7:159).
training and a new cycle hire scheme (Pank 2012: online). Looking to the success of bicycle hire schemes as mentioned, the future looks bright for Liverpool. Fix Cycle Café will be a welcome addition to the growing cycle community whilst encouraging new cyclists onto the roads.
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Fig 30
The varied locations will affect the prices displayed in each cafĂŠ because for example, the cost of renting a space in West London will be higher than renting a space in Liverpool. Fix will always endeavour to offer the best service and quality, ensuring that customers believe they are receiving excellent value for money despite minor price variations between cafĂŠs.
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THE A TEAM
TELL EVERY TOM DICK AND HARRY:
Projecting a strong brand message across all aspects of the network includes the careful selection of appropriate
The launch of each cycle café will depend on the current
employees. The team at each Fix café will be hardworking, knowledgeable and above all, welcoming.
cycling environment within each city. West London
Accepting that flaws are a natural part of business, each
in early 2013 in line with the continual success of the
will be considered the ‘flagship’ store and will launch BikeMinded campaign.
cycle café will have a familiar ‘suggestion box’, and small feedback cards will be dotted about to ensure the service
Primarily, the cafés will be promoted by local press but
is always satisfying enough for the customer to come back or recommend.
after the spaces become more established, advertising
The brand welcomes comments from previous
it provides so word of mouth will be the main form of
will be set to a minimum. Fix is confident in the service promotion. As successful pub owner Adam Johnson
customers as unbiased testimonials will give new
explained, ‘word of mouth is the best form of marketing’
customers confidence in the brand. If a mistake is ever
(Johnson 2013, App 7:160).
made, the team will do their best to make it right and ‘fix’ the situation. Fix wants customers to leave feeling happy, satisfied, relaxed and inspired.
Social media channels will be set up accordingly,
FRIEND OR FOE:
or talks. However the effectiveness of channels such as
regularly updating customers of new features, events Facebook and Twitter will be easier to analyse when the customer is more defined.
In the context of working to build a sustainable cycling culture, immediate competitors will include large coffee shop chains, such as Costa, Starbucks and Café Nero. However, working with other cycle cafes and workshops is encouraged to increase the accessibility for cyclists. As Adam Johnson points out, ‘if there’s somewhere that has an affinity with cyclists, they’ll choose that café over the one next door’ (Johnson 2013, App 7:161). This confirms the importance of building an attractive environment and creating long-lasting relationships with customers. Fix differs from other cycle cafes because customers can travel the network and reap the same benefits at each location. If you have a paid membership for storage, that offer stands in cities all over the country.
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Fig 30
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[90]
W H AT W I L L T H E FUTURE BRING? As the research shows, the British government is doing what it can to ensure cycling only increases from now on. In line with this, the cafés will be built for the long term with the intention of encouraging a cycling culture across Britain. By 2020, Fix hopes to have opened a further 10 spaces in major towns and cities across the UK where cycling is set to thrive. Potential locations include Birmingham, Manchester,
Plymouth,
Belfast,
Sheffield,
Leeds,
Brighton, Leicester, Cardiff and Newcastle. These locations are a combination of major cities and towns receiving investment or rated as cycle-friendly cities (BikeRadarUK 2012: online) (Pank 2012: online). Due to the external factors which have influenced the recent cycling renaissance, Britain is starting to adapt its cities for cyclists. The benefits of cycling are becoming more apparent and relevant to the everyday consumer and as the number of riders increases, the industry is doing what it can to cater for the demand. Alongside creative solutions for problems such as theft, storage and safety, nurturing attitudes to build a sustainable cycling culture is key. If Britain continues to invest in cycling, and works towards creating an inviting environment, cycling will become an inherent part of our lifestyles. In response to both the community and culture that cycling brings, it is clear from the research shown that cycle cafes offer a relevant and inspiring social space. The network of Fix Cycle Cafés will become part of cyclists’ Fig 31
lifestyles all over Britain, encouraging a sustainable cycling culture for our future.
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APPENDICES
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15. [120]
Appendix 1 Ethical Checklist 122-123 Appendix 2 Time Management 124-125 Appendix 3 Online Questionnaire 126-131 Appendix 4 E-mail Questionnaire 132-151 Appendix 5 Twitter Account and Ethnographic Research 152-153 Appendix 6 Store Visits 154 -155 Appendix 7 Telephone Interviews with Industry Insiders 156-161 Appendix 8 In-Depth E-mail Interviews with Industry Professionals 162-175 Appendix 9 In Store Interviews 176-189 Appendix 10 Diary Entry for Barclacys Cycle Hire and Ethical Forms 190-195 Appendix 11 Consumer Profiles and Ethical Forms 196 -215 Appendix 12 Tutorial Record Sheets 216-222
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APPENDIX 1
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APPENDIX 2 Time Management: Table of working order for first term, research project
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APPENDIX 3
25/11/2012: Online Questionnaire
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Blank Copy of Questionnaire: 1. Please choose the category below which describes you best:
8. Why do you cycle? Please choose three of the following options:
Male 16-20 Male 18-24 Male 25-30 Male 31-40 Male 41-50 Male 51-60 Male 60+
To commute For personal health/fitness For fun/leisure activity As a competitive sport To help the environment/decrease carbon footprint To feel part of a community To escape daily life/ clear mind
Female 16-20 Female 18-24 Female 25-30 Female 31-40 Female 41-50 Female 51-60 Female 60+
2. Where do you live?
9. How long have you been cycling for?
City Centre Suburbs Rural/Countryside Other (Please Specify)
Less than a year 1-2 years 3-5 years 5-10 years 10 or more years
3.Please list 5 words below that you associate with the word ‘cycling’ 4. Do you own a bike? Yes No
10. Do Bike Sharing Schemes such as Barclays Cycle Hire in London appeal to you? Please give a reason for your answer. Yes No
5. Do you cycle? If not, please specify why and continue to Question 10. Yes No 6. If yes, how often? Most days About 2 or 3 days a week About once a week About once a fortnight About once a month Very rarely 7. Who do you cycle with? Alone An organised group Peers (work colleagues) Friends /family
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Questionnaire Results:
1. Please choose the category below which describes you best:
2. Where do you live?
City Centre
Male 16-20
2%
Male 18-24
15%
Male 25-30
1%
Male 31-40
4%
Male 41-50
3%
3.Please list 5 words below that you associate with the word ‘cycling’
Male 51-60
13%
(See following page for results)
Male 60+
47%
Suburbs
32%
Rural/Countryside
21%
Other (Please Specify)
0%
Female 16-20
23%
4. Do you own a bike?
Female 18-24
21%
Yes
56%
No
44%
Female 25-30
5%
Female 31-40
1%
Female 41-50
2%
Female 51-60
9%
Female 60+
1%
5. Do you cycle? If not, please specify why and continue to Question 10. Yes
49%
No
51%
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6. If yes, how often? Most days
15.4%
About 2 or 3 days a week
15.4%
About once a week
11.5%
About once a fortnight
0.0%
About once a month
15.4%
Very rarely
9. How long have you been cycling for? Less than a year
3.8%
1-2 years
3.8%
3-5 years
7.7%
5-10 years
13.5%
42.3%
10 or more years
71.2%
Alone
65.4%
10. Do Bike Sharing Schemes such as Barclays Cycle Hire in London appeal to you? Please give a reason for your answer.
An organised group
0.0%
Peers (work colleagues)
0.0%
Friends /family
48.1%
7. Who do you cycle with?
Yes
51%
No
49%
8. Why do you cycle? Please choose three of the following options: To commute
34.6%
For personal health/fitness
61.5%
For fun/leisure activity
73.1%
As a competitive sport
5.8%
To help the environment /decrease carbon footprint
7.7%
To feel part of a community
1.9%
To escape daily life/ clear mind
34.6%
s
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Results to Q3: associated words with cycling:
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APPENDIX 4 04/12/2012: E-mail Questionnaire: 11 questions sent via email to 2 regular cyclists and passed on to a further 16 regular cyclists
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Example of initial e-mail sent to: pleadbetter@hotmail.com and mark@markgsmith.com Hi, I’m looking into the future of cycling for my dissertation topic and I need some more in depth research from regular cyclists. If you’d be so kind as to have a quick look and answer the following questions for me, it would be a real help. Feel free to write as much or as little as you’d like and put any additional thoughts that you think might be useful. If you know of anybody else who cycles regularly, please feel free to pass these on or equally pass their details on and I can get in touch. I have to include the following ethical paragraph so you’re aware of where your answers will end up. I am Olivia Thomas and as part of my programme of study am undertaking research into the future of cycling in the fashion and lifestyle landscape. To enable me to answer my research questions I wish to talk to you about your cycling experiences. The information you give me will be used in support of my work and will be written up in my project/dissertation. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you said will be used for illustration only; to reinforce a point that I am making. How old are you? Are you male/female? When did you start cycling on a regular basis? What type of cycling do you do? Do you cycle in a group or on your own? Which do you prefer? Have you noticed an increase in cyclists over the past 5 years? Was there a particular reason for you beginning to start cycling more frequently? How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Do you set yourself targets to achieve? If so, what kind? Does cycling make you feel like you’re part of a community? How would you feel if your mail was delivered by bicycle instead of a van or car? Thanks in advance Olivia
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Participant1: How old are you? 54 Are you male/female? M When did you start cycling on a regular basis? 2005 What type of cycling do you do? Touring (adapted mountain bike), Road (Road bike - for fitness not racing) and as part of mini triathlon Do you cycle in a group or on your own? Which do you prefer? Both - no preference! different times suggest a different approach Have you noticed an increase in cyclists over the past 5 years? Yes Was there a particular reason for you beginning to start cycling more frequently? Fitness and a challenge by my 18 yr old son to Cycle to the North of Scotland How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc). Freedom, better (as after other forms of exercise as well), sense of achievement when a tough or long ride Do you set yourself targets to achieve? If so, what kind? not especially Does cycling make you feel like you’re part of a community? yes to an extent - kindred spirits How would you feel if your mail was delivered by bicycle instead of a van or car? very happy
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Participant2: How old are you? 63 Are you male/female? M When did you start cycling on a regular basis? 5 years ago What type of cycling do you do? road Do you cycle in a group or on your own? Which do you prefer? Both – prefer group Have you noticed an increase in cyclists over the past 5 years? yes Was there a particular reason for you beginning to start cycling more frequently? Exercise, love of countryside and mountains How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) all above Do you set yourself targets to achieve? If so, what kind? Mileage – in season – 100miles per week – very hilly Does cycling make you feel like you’re part of a community? More so in Spain where we have other house How would you feel if your mail was delivered by bicycle instead of a van or car? It is
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Participant 3: How old are you? 36 Are you male/female? Male When did you start cycling on a regular basis? 2005 What type of cycling do you do? Road Do you cycle in a group or on your own? Which do you prefer? Both. Prefer to cycle in a group i.e. with my mates Have you noticed an increase in cyclists over the past 5 years? Definitely Was there a particular reason for you beginning to start cycling more frequently? Commuting which then turned into a passion How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) I feel really alive, healthy and free. You don’t answer to anyone other than yourself and your bike. Do you set yourself targets to achieve? If so, what kind? Try and commute at least 3 days per week. And then after that usually sportive races although thinking about getting scientific and getting a power meter. Does cycling make you feel like you’re part of a community? Yes. I used to own an old mini and when you saw someone else with one you give them a nod. Its like its own unofficial fraternity. How would you feel if your mail was delivered by bicycle instead of a van or car? That would be great. And better for the environment!
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Participant 4: How old are you? 62 Are you male/female? Male When did you start cycling on a regular basis? Started when 11 years old and been doing so off and on since then What type of cycling do you do? Gentle exercise. Do you cycle in a group or on your own? Which do you prefer? On my own and prefer that. Have you noticed an increase in cyclists over the past 5 years? Yes. Was there a particular reason for you beginning to start cycling more frequently? Keeping fit. How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Fun and exhilarating on the flat, exhausting when going up hills! Do you set yourself targets to achieve? If so, what kind? Try to do about 5 miles. Does cycling make you feel like you’re part of a community? Not really. How would you feel if your mail was delivered by bicycle instead of a van or car? Fine by me.
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Participant 5: How old are you? 53 Are you male/female? Male When did you start cycling on a regular basis? 2009 after a long time not riding What type of cycling do you do? Weekdays - Commuting in London – c. 8 mile round trip, some days also do a training ride c. 10 mile TT (time-trial constant hard effort) Weekends – training rides, repeated hard climbs and/or TT, or just a long steady ride, if the weather is dangerous, ice etc., I’ll do some interval sessions on a turbo Do you cycle in a group or on your own? On my own Which do you prefer? On my own Have you noticed an increase in cyclists over the past 5 years? Yes Was there a particular reason for you beginning to start cycling more frequently? Enjoyment, fitness How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Free, put aside other thoughts, focussed on performance, enjoying the peace Do you set yourself targets to achieve? If so, what kind? Increase FTP (functional threshold power), develop technique and endurance, compete/win against others Does cycling make you feel like you’re part of a community? A bit, really I’m a roadie, we’ll tend to acknowledge each other, but at least in London there’s not usually the same interaction with other groups, although I’d always stop to help someone. When I ride overseas on the quiet roads it seems friendlier and people acknowledge each other irrespective of ‘clan’ How would you feel if your mail was delivered by bicycle instead of a van or car? Good, as long as the person doing it is happy
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Participant 6: How old are you? 50 Are you male/female ? Female When did you start cycling on a regular basis? In my 20s What type of cycling do you do? Leisure Do you cycle in a group or on your own? Which do you prefer? With my husband Have you noticed an increase in cyclists over the past 5 years? no Was there a particular reason for you beginning to start cycling more frequently? I enjoy it! How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) At peace Do you set yourself targets to achieve? If so, what kind? Sometimes long distance rides, but not really targets as such Does cycling make you feel like you’re part of a community? No How would you feel if your mail was delivered by bicycle instead of a van or car? It is delivered on foot!
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Participant 7: How old are you? 61 Are you male/female? M When did you start cycling on a regular basis? 10 years ago (2002) What type of cycling do you do? Recreational, parks, off road cycle tracks and canal towpaths Do you cycle in a group or on your own? Which do you prefer? Usually with my wife Have you noticed an increase in cyclists over the past 5 years? Yes, significantly Was there a particular reason for you beginning to start cycling more frequently? Started cycling with children – a great family activity all could enjoy and a chance to get out and see places, giving the boys safe places to ride and enjoy a sense of freedom. Now they are older it’s just for pleasure and keeping fitter. How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Enjoyment of the outdoors, fresh air, physical exercise, seeing interesting places, meeting people, keeping in touch with community and City life. You can observe more of what’s going on from a bike rather than a car. Also able to have a beer without the hassle of driving! Do you set yourself targets to achieve? If so, what kind? No. Just enjoy it, maybe push myself up a few hills just for the exercise, but recreation is the main goal. Does cycling make you feel like you’re part of a community? Yes ( as above) How would you feel if your mail was delivered by bicycle instead of a van or car? Absolutely fine about that in principle. At the moment most is delivered by posties on foot, which is environmentally friendly anyway. Some bigger packages could probably be delivered by bike, but I’d expect problems of efficiency and capacity, and there is an important issue of safety for the postal staff, who I think would face a genuine risk from traffic.
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Participant 8: How old are you? 26 Are you male/female? male When did you start cycling on a regular basis? from the age of 10 to 16 and started again at the age of 23 What type of cycling do you do? Commuting, Social road riding Do you cycle in a group or on your own? Which do you prefer? I do both but always prefer company Have you noticed an increase in cyclists over the past 5 years? Being a cycling makes you aware of more cyclist so hard to say. Was there a particular reason for you beginning to start cycling more frequently? Moved to manchester couldn’t afford the ridiculous insurance fees so sold the car and bought a bicycle How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Its a chance to clear my head and think of nothing else but keeping the pedals turning. Do you set yourself targets to achieve? If so, what kind? I always try to keep my times the same or better when commuting, if I go out for a ride I try do more than 40 miles and keep my Average speed above 16mph. (I use an iPhone app (strava) to record my rides and see where I come on their table) Does cycling make you feel like you’re part of a community? Like Motor bikers, cyclists are a minority in modes of transport. If you break down or get a puncture most road bikers would stop to help you out in addition cyclists greet each other as well all be it, it has a lot to do with your bike and what part of the country you are in. How would you feel if your mail was delivered by bicycle instead of a van or car? It wouldn’t sway me in either way. depends where you live. if you are out in the country a Mailman on a bike would be pretty unpractical. In the city it probably makes more sense to have a bike but the weather in the UK will play a part as well. Somewhere like Spain, France and South Africa would make more sense to use a bike for city post.
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Participant 9: How old are you? Too old, 55! Are you male/female? Male When did you start cycling on a regular basis? about 5 years ago What type of cycling do you do? mostly road, some mountain bike. 90/10% split! Do you cycle in a group or on your own? Which do you prefer? Both, probably a group of about 6 of a similar standard. Have you noticed an increase in cyclists over the past 5 years? Absolutely, especially after our great summer of 2012! Was there a particular reason for you beginning to start cycling more frequently? I bought a house in Spain and noticed a lot of my generation on road bikes, I thought I would give it a go. I also wanted to keep fit without the impact of running. How do you feel when you cycle? (Freedom? Clear head? Sense of achievement? etc) mostly really good but sometimes challenged which is when you find out a few things about yourself, particularly climbing long hard hills on your own!! Do you set yourself targets to achieve? If so, what kind? I am very competitive so i try and keep up with better cyclists and push myself to go further and faster if am on my own. Does cycling make you feel like you’re part of a community? I think its a bit like skiing, you set off with a few friends on a bit of an adventure, you have a laugh, chat, share some good and bad times and always enjoy the coffee/beer stops. How would you feel if your mail was delivered by bicycle instead of a van or car? I think that would be great if practical. i would love to see more people on bikes, especially my kids, its the past and the future and very green!
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Participant 10: How old are you? 64 Are you male/female? Male When did you start cycling on a regular basis? 11 but I had a break between 16 and 40 What type of cycling do you do? Road plus towpath Do you cycle in a group or on your own? Which do you prefer? Mainly on my own but occasionally with others. I enjoy both. Have you noticed an increase in cyclists over the past 5 years? Not really. Was there a particular reason for you beginning to start cycling more frequently? Retirement How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) A sense of self-reliance and excitement. Do you set yourself targets to achieve? If so, what kind? I like to keep up a decent (for me) rate and I feel good if I’ve done a decent distance. Does cycling make you feel like you’re part of a community? Yes, I identify with cyclists and rely on web forums such as CTC for shared information about cycling. How would you feel if your mail was delivered by bicycle instead of a van or car? It used to be when I worked for Royal Mail.
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Participant 11: How old are you? 52 Are you male/female? Male When did you start cycling on a regular basis? Mid-twenties What type of cycling do you do? Commute, occasional audaxes, occasional leisure rides Do you cycle in a group or on your own? Which do you prefer? largely alone, no preference really Have you noticed an increase in cyclists over the past 5 years? Yes Was there a particular reason for you beginning to start cycling more frequently? I am not psychologically suited to driving in congested traffic! How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Freedom covers it, I also just love the fact that with a modicum of effort on a ver simple aching you can get a relatively long way! Do you set yourself targets to achieve? If so, what kind? No Does cycling make you feel like you’re part of a community? Vaguely How would you feel if your mail was delivered by bicycle instead of a van or car? Very happy
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Participant 12: How old are you? 47 Are you male/female? Male When did you start cycling on a regular basis? 5 years ago What type of cycling do you do? Road + Mountain biking Do you cycle in a group or on your own? Which do you prefer? Own Have you noticed an increase in cyclists over the past 5 years? Yes Was there a particular reason for you beginning to start cycling more frequently? Training for participation in multi-sport racing (triathlons etc) How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Sense of achievement + Knackered Do you set yourself targets to achieve? If so, what kind? Target mileage per week and average speed Does cycling make you feel like you’re part of a community? Yes How would you feel if your mail was delivered by bicycle instead of a van or car? Pleasantly surprised
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Participant 13: How old are you? 60 years!!!! Are you male/female? Male When did you start cycling on a regular basis? 14 years ago What type of cycling do you do? Mixture of: Canal rides, Country rides, Long haul Charity rides, Occasional Audax (organised long rides eh 80-100 miles) Do you cycle in a group or on your own? Which do you prefer? Prefer in a group, but has to be of the right sort of people Cycling especially training can be quite a solitary activity giving thinking time, active relaxation and an adrenalin high Have you noticed an increase in cyclists over the past 5 years? Massively especially middle aged people Was there a particular reason for you beginning to start cycling more frequently? Recovery from a Seizure and recognising the need for a stress busting activity that also increased fitness and made me feel relaxed How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Always glad that I went out and always have a mixture of: Sense of fulfilment, Physically tired but fired, Real sense of achievement if completed a big ride, went at a strong pace or just enjoyed the countryside and being outdoors, Psychologically uplifted, Earned right to indulge! Do you set yourself targets to achieve? If so, what kind? Mileage and time out, Pace, Not stopping, Enjoying the ride by going to interesting places, Not getting burnt out or dehydrated, Keeping up with mates, Getting to see places on the bike that are not easily accessible by car Does cycling make you feel like you’re part of a community? In a light weight way - yes; always nod to other cyclists and can indulge in boring conversation about bikes! Much more so with Help for Heroes Charity – absolute sense of camaraderie, purpose, being in a group of decent people and doing something special How would you feel if your mail was delivered by bicycle instead of a van or car? Excellent idea, Happens already in London, Would like other deliveries by bike
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Participant 14: How old are you? 52 Are you male/female? male When did you start cycling on a regular basis? 16 years ago What type of cycling do you do? Commuting; occasional leisure; Help for Heroes Battlefield Bike Ride Do you cycle in a group or on your own? Which do you prefer? group Have you noticed an increase in cyclists over the past 5 years? yes Was there a particular reason for you beginning to start cycling more frequently? exercise How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) all the above Do you set yourself targets to achieve? If so, what kind? no Does cycling make you feel like you’re part of a community? Not really How would you feel if your mail was delivered by bicycle instead of a van or car? Fine. Just want it delivered
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Participant15: How old are you? 62 (63 on 11/12/12) Are you male/female? Male When did you start cycling on a regular basis? 2004 (approx.) What type of cycling do you do? Weekdays - Commuting in London – 10 mile round trip from Hammersmith to Marylebone Weekends – shopping, church, picnics perhaps 5 - 10 miles in total Do you cycle in a group or on your own? On my own Which do you prefer? On my own Have you noticed an increase in cyclists over the past 5 years? Yes Was there a particular reason for you beginning to start cycling more frequently? Cost, health, pleasure, certainty of travel time How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) Freedom – yes, Clear head – yes, Efficiency – not wasting time, Lack of Guilt for not going to the gym as I should and not polluting environment, No sense of achievement (I’m not climbing Mt. Everest) Do you set yourself targets to achieve? If so, what kind? No Does cycling make you feel like you’re part of a community? When not cycling, yes. The people in the LCC are very good group of people. When cycling, no. Other cyclists are more of a problem than cars in general. How would you feel if your mail was delivered by bicycle instead of a van or car? I live in Central London. Almost all mail is delivered on foot.
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Participant 16: How old are you? 58 Are you male/female? male When did you start cycling on a regular basis? dont What type of cycling do you do? casual Do you cycle in a group or on your own? Which do you prefer? group Have you noticed an increase in cyclists over the past 5 years? yes Was there a particular reason for you beginning to start cycling more frequently? fitness How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) healthy Do you set yourself targets to achieve? If so, what kind? no Does cycling make you feel like you’re part of a community? no How would you feel if your mail was delivered by bicycle instead of a van or car? As long as it didn’t take longer don’t mind
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Participant 17: How old are you? 52 Male/Female? Male When did you start cycling on a regular basis? October 2010 What type of cycling do you do? Road Do you cycle in a group or on your own? Which do you prefer? Generally on my own or with one or two others Have you noticed an increase in cyclists over the past five years? Yes Was there a particular reason for you beginning to start cycling more frequently? Rehabilitation from injury How do you feel when you cycle? (Freedom? Clear head? Sense of achievement? etc) sense of achievement after long distance rides plus feeling that it is doing me good Do you set yourself targets to achieve? If so, what kind? Only in terms of distance – although personal target was London to Paris – March 2011 Does cycling make you feel like you’re part of a community? Not really – don’t tend to cycle with clubs/large groups How would you feel if your mail was delivered by bicycle instead of a van or car? No strong opinion as long as it comes on time, but better for the planet and the postman!
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Participant 18: How old are you? 57 Are you male/female? male When did you start cycling on a regular basis? 2007 What type of cycling do you do? 15 mile once per week plus annual 5 day sponsored ride Do you cycle in a group or on your own? Which do you prefer? sponsored ride is with Help for Heroes Have you noticed an increase in cyclists over the past 5 years? yes Was there a particular reason for you beginning to start cycling more frequently? keeping fit How do you feel when you cycle? (Freedom? Clear head? Sense of achievement?etc) more vital, endorphins get you feeling better. Do you set yourself targets to achieve? If so, what kind? try to cycle once per week or more in the better weather Does cycling make you feel like you’re part of a community? yes, e.g. sponsorship. Cycling on sponsored treks is actually a very good team sport and convivial with others on the same event. How would you feel if your mail was delivered by bicycle instead of a van or car? fine as long as it was on time
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APPENDIX 5 17/12/2012: Twitter Account Networking and Industry Specific Research 18/12/2012: Ethnographic Research Twitter Account: Screen grab of my Twitter account @bicyclesponge
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Ethnographic Research: Notes taken from junction of Oxford Street and Regent Street in London on 18/12/2012 over a half an hour period: - very busy with cars, vans, - 2 cyclists at four junctions – one with cargo bag, in lycra and helmet – presumably courier service - The other young male listening to music, stopped at lights, seems relaxed and comfortable. - Young woman 25-30, quite bohemian, own clothes, bag over shoulder, relaxed but checking around a lot, vintage bike - One guy in half cycling gear, half not, normal clothes but pads and helmet with strap over shoulder, looks confident, moves in between cars, thin bike - One more cyclist in the next few minutes in normal clothing - 40 ish woman, staying next to the pavement wearing helmet, long bag over shoulder, normal clothes. Seems slightly more careful. - Young professional, no helmet, fixie, single speed, considerate of other drivers, staying towards edge of pavement, stopped at traffic lights - No cylists for a few minutes that are close enough to analyse, a few crossing roads further away - Another courier service, bag, lycra, serious, stylised helmet, speeds off on light change - few more young men in normal clothes, one listening to music no helmet or pads - young girl in normal clothes, helmet, khaki coat, trainers, vintage type bike with basket - middle aged man, no gear, normal clothes, oldish looking bike - cyclists at traffic lights adjusting some things like his sleeves, relaxed at the lights, looking around but not behind very often - cars and vans seem aware of the cyclists - some cyclists go with the speed of traffic, others are more careful and stick to the pavement side and go at their own pace. - more confident cyclists don’t always ride with both hands I noticed and have a relaxed posture - others seem slightly more tense, firm grip on the handle bars etc - fixie young girl, wearing own clothes but helmet also - no cyclists for a few minutes - x3 cylists go past from different directions. Older man, in lycra and helmet, looks sporty - two young men one listening to music, one wearing own clothes other in work wear, relaxed suit - middle aged man glasses, hipster ish, beard, fixie, fast, no care
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APPENDIX 6 Store Visits: 18/12/2012: Rapha Cycle Club, Brewer Street, London 19/12/2012: Evans Cycles, High Holborn, London
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Rapha CC -Felt slightly intimated before entry -Friendly staff - 40-50 year old man having coffee and watching tv with a newspaper - 2 young men, presumably baristas - VM of store is well considered, feel likes it’s telling a story - Huge range of offer, expensive looking books, grooming products, photo books, shelf of magazines, clothing, large counter, clothing on rails surrounded by other products – covering lifestyle touch points. - x2 men on their own looking at product, one with Selfridges bag - Young girl with older woman browsing the clothes, asking questions, presumably buying for partner - Another 50+ male, leather jacket, grey hair, enquiring about clothes - Didn’t see anybody purchase - Employer was very helpful giving customers undivided attention, checking stock room for product - Asked if I was okay, very attentive and approachable - Wasn’t intimidating at all, like I had expected
Evans Cycles: - No consideration for VM other than grouping products in similar categories - Feels like a Halfords - Bikes in the window of all sizes but not particularly attractive or ordered - Garish signs - Much busier than rapha - People asking questions at the desk - Other browsing lights and accessories - Middle aged woman - Middle aged man - Young guy in casual/work clothes - Guy in cycling gear - Nobody asked if I was okay or what I was looking for - Nobody stuck around, seemed to be an in and out sort of job
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APPENDIX 7 Telephone Interviews with Industry Insiders: 18/12/2012: Ben Allen from Big Blue Bike (a professional cycle courier service) 20/12/2012: Andreas Kambanis, Editor of blog London Cyclist 18/01/2013: Adam Johnson, Owner of The Plough in Harborne, Birmingham
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Ben Allen from Big Blue Bike: - quick response to buying online - Argos – large companies who can control stock easily, premium delivery, 90 minutes. - Shuttle – high street retailers – how big the market is for the service - which city – LDN dense population, traffic problems/congestion - not enough people to make it worth their while, balance needed – staff – see it as a viable option - why would retailers change - how congested the streets are - Cycle logistics, case studies, federations, other couriers to join the party - ECF – continent way ahead of UK, Germany, UK, France, - Big end retailers to get goods to customers - Urban Outfitters - Bradley Wiggins – clothes retailer sponsorship - cycle chic – Miguel, Copenhagen cycle chic - Urban Arrow – electric assist, good looking cargo bike - offering consumer a quicker delivery - consumer is king - online on the increase, high street brands alive, keep stock going to the stores - the last mile – all retailers, areas you can’t get to after a certain time
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Andreas Kambanis, Editor of blog London Cyclist
1. give a brief outline of your time within the cycling industry and how London Cyclist came about. Background of blog, started 5 years ago when he moved to ldn to do an internship – started cycling to work and looking for new bits of info about how to maintain his bike, good routes to work, so i had a look around and didn’t find anything. started one himself, started up for like himself and for other people to get tips etc It got busy without him doing much and so he started to do it full time after he’d graduated university has around 8,000 views a day he’s an outsider to the industry, knows only what he’s come to from the blog and various pr agencies. 2. Have you noticed an increase in cyclists over the past 5 years? If yes, what do you think this increase in popularity is due to? between 2000-2010 the number of cyclists in ldn as measured on main rds has doubled. You can’t deny the huge increase in cyclists’. He notices the increase mostly when commuting during the rush hour, packed with cyclists at the traffic lights. - Think the increase in due to external factors – public transport cost fuel – increase in prices level of service is never great on underground - big shift in the perception less of a male hard core persuit - more people have responded to that - increase after the tube strike – 70% own a bike in uk households - do it once and see its fun - investment - cycle parking – cycle to work scheme - Boris bikes infrastructure - fashion ‘cool’ – draws people into it, buys people into it. Bike messengers fixed gear, great looking bikes draws a lot of people in. they aspire to be if they don’t actively pursue. - most see more cyclists who is your everyday person heading to work everyday commuter – never be interested 3. What is your opinion of the UK cycling scene in comparison to other ‘cycle cities’ such as Copenhagen and Amsterdam (or others)? - 40% people commuter everyday on bicycle - big difference – its seen as a you own a vacuum you own a bicycle - in uk - buying into a niche scene where as over there they don’t even notice it its such an ingrain part of their life - huge provision of cycling infrastructure. Cars are discouraged and pushed back as much as possible. - ldn – trying to cram cars I mind set hasn’t shifted - to created a cycling city you need some paint on the road, but hopefully changing in that direction, 6 months things are turning around 4. Do you think cyclists want to keep their hobby sacred or do you think there’s a ‘the more the merrier’ attitude? - open culture to it – welcoming, more people join more money will be spent. - some outliers who will get annoyed at new cyclists, some people would rather be on the main rd not the infastructure 5. Do you think cycling has a place within the fashion and lifestyle landscape? For example, cycle-wear becoming more fashionable/ bike shops looking more like boutiques/galleries? -Big opportunity, especially female market is undercatered for – mix function and style – happening a lot more of late. Always going to be an area for that – vast majority of people will wear normal clothes, don’t care how they look. Get changed at work. Something will happen more and more
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6. How do you feel about bike sharing schemes? - incredible, very popular. Even people that own bikes are using it. One of the best things that’s been introduced into London. Talk of putting into Liverpool. Looking to ldn as an example. Various bits and bobs are annoying – can’t find a bike. Short journeys so much easier. 7. Do you think cycling would become more popular if bikes were sold in more mainstream fashion stores eg. Topshop, Gap? - yeah definitely. Problem is they sell create bikes and they’re rubbish. Not perhaps to get more bikes into mainstream but to encourage stores to sell proper bikes, not bottom of the barrel. More of an everyday thing, draws people into shops. Sneaking in a bicycle hear and there. 8. What do you think of cycle couriers being used more often for online deliveries of fashion brands such as ASOS, Net-aporter? - start off in zone one. ,delivery for a few hours with extra service to pay a little bit more for. Gives them afew more green credentials. Rapha – courier company – deliveries by Kentish town – central ldn. 9. What do you think the industry needs to maintain or start doing in order to keep cycling popular? - lack of bike shops and cycle cafes in west london. - industry needs to – a lot about tackling negative perceptions of cyclist that they’re all dangerous and jump red lights and wear reflective gear. Definitely be less focus on them best thing – push the government to do more dedicated infrastructure for cycling. Ask 100 people and most will say love to but its dangerous. Make it more accessible not an exclusive club, make the image we’re putting out there more accessible.
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Adam Johnson, Owner of The Plough in Harborne, Birmingham 1. Who is your target customer? Well it’s kind of changed, originally it was a fashionable crowd – you know we had djs, music. The design of the place was set against that but over time the pub has changed in style. It’s still very stylish and comfortable. People who are in the know, understand it’s cool and for everyone else it’s comfortable, I mean that was done on purpose you know we’ve got interior designers. I don’t want to say everybody because we don’t want everybody. It was originally for 20 something’s. Now it’s a really nice environment, some people will get the décor, most people will get the food because you know it’s just good homemade food. I guess the core market is 30 something professionals, students, mums who drop kids off at school, you know we’ve got quite a few in this morning who’ve come for breakfast but we do have a lot of people. 2. How do you try to attract new customers? Word of mouth, we do hardly any advertising. We keep our current customers happy so they pass it on to new customers. You know it’s so much more effective if you have somebody say’ oh have you been to so and so and it’s really great’ Word of mouth is the best form of marketing it’s much better than seeing an ad in a mag. When we were quieter we did some good offers on food. So a bit like the apprentice, you know, we’d take free pizzas to farmers markets, let people try them and then give them vouchers for 2 pizzas and a bottle of wine for 15 quid, you know a really good deal, so we’d get them in, there’s a good atmosphere, good food and then we also have their email from the voucher we gave them. We have food offers on Monday is 2 for 1 pizza, Tues is 2 for 1 on burgers and Wednesday is sausage and mash. So on a night when you wouldn’t normally come in and those nights are really busy. 3. Do you have regular customers? What do you think makes them keep coming back to you? It’s really a combination of the three, service, food, décor; we reinvest to keep it new and fresh. We don’t ever stand still, we want to keep changing things to keep people interested. 4. How do you want your customers to feel after they’ve been to the Plough? ‘Great, wow, that was really good’ if we made a mistake and we do make a lot of mistakes, we want them to think we dealt with it really well. So they’ll say’ went to the plough, they messed up but then they sorted it out and I’d still love to go back’ Yeah so ‘its great’ Want them to say it’s great and want to pass it on so you can get more people? Yes essentially great enough for them to keep coming back 5. What does the Plough offer that other pubs don’t? Keep changing, keep giving them something new to look at, for the interior, or on the menu, we’re trying new things every day, and it’s not just one person coming up with it, the staff come up with new ideas too. We want people to think ‘wow that’s clever’. So in the last week, because of the snow, we got hot water bottles inside, I mean we’ve always had them but in the smoking area outside so we brought them inside so people can see them 6. I understand the interior design of the Plough is a top priority. Why is this? Yeah definitely, well it’s really the foundation of the place – to have somewhere cool to go and hang out. You can’t just open a place and kit it out with Ikea chairs and expect it to work. I’m not saying that it doesn’t but people expect so much more. The investment into things is so great. You know even after the extension, I’ve seen a place in Birmingham and somewhere in London that are quite similar to us. Nandos have got the same garden chair which is a nightmare – we have the original design, they’ve just had copies made but we don’t want to be anything like Nandos. It’s like clothes and fashion – you want to be, not ahead of the trend, you don’t want it to be so crazy you put people off, you want it to be comfortable. There are places in London that are really over the top and are great there but just wouldn’t work in Harborne; you’ve got to strike the balance
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7. Do you think it’s important for pubs/cafes to support local produce? Yes – as far as possible, absolutely It’s difficult but they tend to be very small suppliers. They’re bread in sourced locally but the baker struggles to keep up with the demand of the pub. they went to market, found a salad dressing, put in another large order but they’d run out and couldn’t get into production for another few weeks so it didn’t work out. So it depends on size and scale of business, you can’t just go to m&s and get 700 burger buns if you run out. When they were smaller it wasn’t so much of a problem but they’re pretty much busy all the time. It’s not just one formulae for all. Adam much prefers to be unique; being independent makes you have more soul. You can conform to a point. It’s like people will conform to a point with what they wear but they want to wear something different to everybody else and have a different take on things so it makes them seem interesting. It’s the same for bars and pubs - certain things you can buy more of and centralise things but it has to keep changing 8. Have you considered targeting specific groups of people for events or coffee mornings? For example, a group of cyclists? They’re busy most of the time but have realise they could get more business in the morning so they’re going to target mums as they come out of blue coat school and get them to come in for a coffee. They have targeted ramblers in the past, given a flyer said come to the plough for lunch on their way. It’s like a Music/dj bar, if there’s a certain type of music or band being played their then you would go if it appeals to you. If there’s somewhere that has an affinity with cyclists, they’ll choose that café over the on next door. If plough were to expand he would want to emulate the service, similarities in décor and the menu, 9. Are you aware of cycle cafes? If so, do you think they’re a good way to encourage a culture of cycling? Saw one in clarkenwell in london, really interesting concept Could be used all the way through the day What happens on a day like today? (Friday) what’s the trade like? Cycling has become more popular – if you’re first to pick up on something like that, it would probably work quite well but the standard of coffee and cakes has to be as good as a good pub
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APPENDIX 8 In Depth E-mail Interviews with Industry Professionals: 12/17/2012 Will Vaughan from Hereford Pedicabs 12/17/2012 Shelly, Editor of blog Riding Pretty 12/17/2012 Claire Beaumont, Marketing Manager of Condor Cycles 12/17/2012 Kathryn King from London marketing campaign group, BikeMinded 03/01/2012 Cherry Allan, Campaigns and Policy Information Co-ordinator for CTC, National Cycling Charity 22/01/2013 Dipak Patel, Co-Owner of Popup Bikes
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Will Vaughan from Hereford Pedicabs: 12/17/2012: bicyclesponge > will@herefordpedicabs.com Hi, I am a student from Nottingham Trent University studying Fashion Promotion and Communication. For my final year project, I am writing a market report on ‘The Future of Cycling within the Fashion and Lifestyle Landscape’ (hefty title, I know) I would really love to speak to you about Cargo Bike Bags, how it came about and if you have any thoughts/opinions on the cycling industry itself and where you see it going in the future. I’m also really interested to know your thoughts on fashion brands using cargo bikes to deliver items around London. As you can imagine and have probably already assumed, I’m a student and am therefore lacking inside knowledge about the industry. I am trying to target individuals who seem to be the most influential and will offer the most valuable and relevant information. I can email some questions over or if you’d prefer I can ring up for a quick chat. Any opinion or information you have will be of real help so I look forward to hearing from you. Olivia Thomas aka BicycleSponge 12/17/2012: will@herefordpedicabs.com > bicyclesponge Hi Olivia, I’d love to help. Fire over some questions. Kind Regards Will Vaughan Hereford Pedicabs and Cargo 12/17/2012: bicyclesponge@gmail.com > will@herefordpedicabs.com and 18/17/2012 will@herefordpedicabs.com > bicyclesponge@gmail.com Hi Will, Thanks for getting back to me. I have to include the paragraph below in order to comply with the ethical guidelines of my university. ------I’m Olivia Thomas and as part of my programme of study am undertaking research into the future of cycling. To enable me to answer my research questions I wish to talk to you about your experience within the industry. We will concentrate on the following: increase in popularity of cycling over the past 5 years, successes and failures of the industry, if its a lasting movement, where you see the industry heading in the future. The interview questions will be recorded via email. The information you give me will be used in support of my work and will be written up in my project/dissertation. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you said will be used for illustration only; to reinforce a point that I am making. Emails will be destroyed once I have completed my degree and graduated. -------Now that bit is out of the way, here are some of the questions below, feel free to answer them in as much or little detail as you’d prefer.
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1. Please give a brief outline of your time within the cycling/courier industry Hereford Pedicabs and Cargo has existed for 5 years in this industry. I that time we have negotiated contracts with large multinational companies to perform last mile delivery for them in designated areas. We have also integrated with Local Authority and NHS organisations to provide infrastructure for them. 2. Have you noticed an increase in cyclists over the past 5 years? If yes, what do you think this increase in popularity is due to? Yes, a number of reasons. People are on tight budgets and it saves them cash. Things like the TDF also help and britains huge olympic success have been an encouraging factor. Also local authority have been ploughing money into promoting cycling through the Department of Transport ‘choose how you move’ fund. Hereford is a good example of this. Google it. In addition to this it seems pretty fashionable to ride a bike now, firms like Mango bikes are booming and all the fashionistas are riding fixes, just like they are wearing glasses with no glass in them (google being a dickhead’s cool - cracking you tube vid) 3. What is your opinion of the UK cycling scene in comparison to other ‘cycle cities’ such as Copenhagen and Amsterdam (or others)? Its different and divided between people with no money and people with lots of money, it isn’t a default practical solution here. 4. Do you think cyclists want to keep their hobby sacred or do you think there’s a ‘the more the merrier’ attitude? All cyclists like seeing other cyclists but there are always feuds between any group. I personally love wasting a MAMIL (middle age man in lycra) when I’m out on my bike. 5. Do you think cycling has a place within the fashion and lifestyle landscape? For example, cycle-wear becoming more fashionable/ bike shops looking more like boutiques/galleries? H and M are releasing a bike themed thing soon, and yeah the whole skinny jean messenger look has taken things by storm. 6. How do you feel about bike sharing schemes? Really good, certainly give some access to bikes for people, and the numbers show they can work. We’re launching a cargo bike sharing scheme - we are launching this - http://mulesforthemasses.blogspot.co.uk/2012/10/cargobikes-for-your-community.html Also there are people like DONKY bike launching affordable cargo bikes for practical use. 7. Do you think cycling would become more popular if bikes were sold in more mainstream fashion stores eg. Topshop, Gap? It could do - examples like mango bikes and the move from H&M reinforce this 8. What do you think of cycle couriers being used more often for online deliveries of fashion brands such as ASOS, Net-aporter? This is great, we deliver for YODEL/DHL who run deliveries for ASOS, AMAZON, boden, howies etc. The customers love it and make some really good connections with the brands. 9. What do you think the industry needs to maintain or start doing in order to keep cycling popular? It isn’t the industry that makes it popular, cycling is amazing, once people do it they’ll never stop. So to keep it popular we just need to keep on riding. That’s all, Thanks again for your help and please don’t hesitate to contact me regarding any of the questions. Olivia
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Shelly, Editor of blog Riding Pretty: 12/17/2012: bicyclesponge@gmail.com > shelly@ridingpretty.com Hi, I am a student from Nottingham Trent University studying Fashion Promotion and Communication. For my final year project, I am writing a market report on ‘The Future of Cycling within the Fashion and Lifestyle Landscape’. I would really love to speak to you about the LondonCyclist blog, how it came about and if you have any thoughts/opinions on the industry itself and where you see it going in the future. As you can imagine and have probably already assumed, I’m a student and am therefore lacking inside knowledge about the industry. I am trying to target individuals who seem to be the most influential and will offer the most valuable and relevant information. I’ll be in London on the 18th/19th Dec if you’re free for a chat. Or if you’d prefer I can ring up or email some questions over. Any opinion or information you have will be of real help so I look forward to hearing from you. Olivia Thomas aka BicycleSponge 12/17/2012: shelly@ridingpretty.com > bicyclesponge@gmail.com Hi, I think you should be touch with this guy::http://www.adotas.com/2012/12/the-birth-of-a-trend/ I myself have no clue! I’m here in California, so meeting for a chat in London is not possible. Good Luck to you!! I’d love to know who the trend influencers are myself :) Best Regards, Shelly
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Claire Beaumont, Marketing Manager of Condor Cycles: 17/12/2012: bicyclesponge@gmail.com > claire.beaumont@condorcycles.com Hi, I am a student from Nottingham Trent University studying Fashion Promotion and Communication. For my final year project, I am writing a market report on ‘The Future of Cycling within the Fashion and Lifestyle Landscape’ (hefty title, I know) I would really love to speak to you about Condor Cycles, how it came about and if you have any thoughts/opinions on the industry itself and where you see it going in the future. As you can imagine and have probably already assumed, I’m a student and am therefore lacking in knowledge about the industry. I am trying to target individuals who seem to be the most influential and will offer the most valuable and relevant information. I’ll be in London on the 18th/19th Dec if you’re free for a chat. Or if you’d prefer I can ring up or email some questions over. Any opinion or information you have will be of real help so I look forward to hearing from you. Olivia Thomas aka BicycleSponge 18/12/2012: claire.beaumont@condorcycles.com > bicyclesponge@gmail.com Hi Oliver, Thanks for your email, try our book we published last year if covers all the topics you are looking at. And it has essays from our designers and production director about how they came to design bicycles and what their inspiration is. http://www.condorcycles.com/Accessories/10648-Past-Present-Future/flypage.tpl.html Kind Regards, Claire -Claire Beaumont Brand Manager
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Kathryn King from London marketing cmpaign group, BikeMinded: 17/12/2012: bicyclesponge@gmail.com > cycling@rbkc.gov.uk Hi, I am a student from Nottingham Trent University studying Fashion Promotion and Communication. For my final year project, I am writing a market report on ‘The Future of Cycling within the Fashion and Lifestyle Landscape’ (hefty title, i know) I would really love to speak to you about BikeMinded, how it came about and if you have any thoughts/opinions on the industry itself and where you see it going. I’ll be in London on the 18th/19th Dec if there’s anybody I can meet up with for a chat. Or if it’s easier I can e-mail over some questions or ring up for a short chat. Any opinion or information you have will be of real help so I look forward to hearing from you. Olivia Thomas aka BicycleSponge 18/12/2012: cycling@rbkc.gov.uk > bicyclesponge@gmail.com Hi Olivia, I’m happy to answer some questions if you’d like to email some over. Our project Bikeminded was funded by the EU and we have quite a bit of information about how it came about, so if you want to let me know what you’re looking for then I can send some reports. Kind regards Kathryn 19/12/2012: kathryn.king@rbkc.gov.uk > bicyclesponge@gmail.com Hi Olivia, Please find my answers below. What kind of reports would you like? I’ve attached a report from last year on our project- I should have a more up to date one within the next month if you’d like to see that? Below is our recent evaluation: In this period of austerity it has become all the more important to be able to justify the work we are doing. We therefore set a strict evaluation plan at the beginning of the project which measures the impact Bikeminded is having in a number of ways. Whilst we can’t directly link the Bikeminded project – or any other cycling initiative - to changes in cycling levels to any increase in cycling in the Royal Borough, we are very pleased to have recorded a 24 per cent increase in cycling in the borough between 2010 and 2012, and we believe that some of this increase is due to our efforts. A large part of our campaign has been conducted on social media. Since launching in the summer of 2011 we have attracted over 1300 Twitter followers and 750 Facebook followers. We have developed excellent relationships with a number of influential local and London based residents who are very active in social media, and recently used Twitter to seek suggestions for new sites at which to introduce two-way cycling in one-way streets (See separate nomination). This resulted in over 50 suggestions. This helps to demonstrate the potential of social media to other local authorities. Since July 2011, we’ve had press coverage on 128 occasions including features in the Guardian, Time Out, the Independent and numerous prestigious local magazines. We have specifically targeted those media outlets our target market is likely to read. We surveyed 500 of the people who came along to our activities. Of these, 93 per cent said they were ‘brilliant’. 79 per cent have now changed their perception of Kensington and Chelsea in a very positive way and feel it is a ‘cycle friendly borough’. More importantly, 33 per cent of these people said that because of Bikeminded they are now cycling more, on average 10 miles a week more.
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I don’t have any reports on the future of cycling but can give you information on the projects we’re planning for next year with Bikeminded if that would help? Attached is also a report we wrote about marketing cycling which you might find useful and one written by TfL about segmentation of the cycling population in London. You might also find this report useful although it’s a bit out of date now- a new one is due shortly from TfL: http://www.tfl.gov.uk/ roadusers/cycling/15459.aspx Kind regards Kathryn 19/12/2012: bicyclesponge@gmail.com > kathryn.king@rbkc.gov.uk Hi Kathryn, Thanks again for getting back to me. I have to include the paragraph below in order to comply with the ethical guidelines of my university. ------I’m Olivia Thomas and as part of my programme of study am undertaking research into the future of cycling. To enable me to answer my research questions I wish to talk to you about your experience within the industry. We will concentrate on the following: increase in popularity of cycling over the past 5 years, successes and failures of the industry, if its a lasting movement, where you see the industry heading in the future. The interview questions will be recorded via email. The information you give me will be used in support of my work and will be written up in my project/dissertation. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you said will be used for illustration only; to reinforce a point that I am making. Emails will be destroyed once I have completed my degree and graduated. -------Now that bit is out of the way, here are some of the questions below, feel free to answer them in as much or little detail as you’d prefer. 1. Please give a brief outline of your time within the industry and how/why BikeMinded came about. I have worked at the Royal Borough of Kensington and Chelsea since 2008, managing the road safety and smarter travel team. One of the key priorities for our team is cycling. I have worked to promote cycling in London, at various different local authorities since 2004. In 2009 the Royal Borough joined a consortium of six local authorities from across Europe that were keen to test out innovative and targeted marketing techniques to increase the number of residents cycling. Thanks to a three year grant from the EU, we were able to conduct extensive research into which segment of our population was most likely to cycle, and to trial some new forms of marketing. In Kensington and Chelsea this led to the development of the campaign Bikeminded. In order to make the best use of the limited funding the we received, the first year of the project was dedicated to identifying the types of residents most likely to cycle and the key motivators of this group. Our research showed that people (mostly men) aged between 25-40, working in professional careers, and living in above average income homes are the group most likely to cycle. We used a geographic tool called eXplorer to identify that in the Royal Borough, the highest proportion of people with these characteristics live in Notting Hill, the Earl’s Court area and South Kensington. With this information we decided to target our promotions to these specific geographic areas. We commissioned a marketing company to conduct focus groups with cyclists and non cyclists who lived in the above-mentioned areas, and who fit the target group characteristics, in order to develop the key messages for the campaign. We discovered that this group is motivated by practical, useful information rather than emotional reasoning, and that their main reasons for cycling are speed and control of their journey. We found that the brands they most identify with use similar marketing, which we then utilised to generate the Bikeminded branding. We discovered that our target group are very active in social media and we therefore developed our campaign on social media platforms.
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2. Have you noticed an increase in cyclists over the past 5 years? Yes, our data for Kensington and Chelsea shows a 24% increase in the past 2 years for example. If yes, what do you think this increase in popularity is due to? We think it’s down to a range of reasons: - cycling is slowly being viewed as a more ‘normal’ way of travelling by specific parts of our community -frustration with public transport (with short term spikes in cycling following tube strikes/Olympics etc being maintained over time) -acknowledgement that cycling is the fastest way to travel in Central London and those people who cycle value their time very highly 3. What is your opinion of the UK cycling scene in comparison to other ‘cycle cities’ such as Copenhagen and Amsterdam (or others)? There are long traditions of cycling in both Denmark and the Netherlands, and both of these countries have sustained high modal shares for cycling over significant periods of time. This means that most people cycle to a greater or lesser extent and there is therefore public support for cycle facilities, as well as sympathy from other road users towards cyclists. In the UK we are working from a very low base and there is far less political support for cycling. Until we have continuous, high quality cycle infrastructure that makes people of all different ages feel safe and comfortable to cycle, we won’t reach the same levels of cycling. At the moment it is generally the young, adventurous who cycle. If however enough of these people cycle, there will be a critical mass of cyclists to increase political support for cycle facilities. 4. Do you think cyclists want to keep their hobby sacred or do you think there’s a ‘the more the merrier’ attitude? There is certainly a group of people cycling who feel frustrated about ‘new’ cyclists out on the roads getting in their way but as cycling levels grow these people will be in the minority. People who have taken up cycling more recently are more likely to be pleased to see others cycling and have their decision to start cycling reaffirmed by growing numbers of other cyclists on the roads. 5. Do you think cycling has a place within the fashion and lifestyle landscape? For example, cycle-wear becoming more fashionable/ bike shops looking more like boutiques/galleries? Yes and no. It would be great to aim towards the Dutch/Danish model where cycling is just a normal part of life (not something that needs specialist gear) and therefore not something boutique and ‘in fashion’. The concern there is that cycling then becomes ‘out of fashion’. But the UK model does seem to be different and it is great to see so much growth in new cycling related companies and cycling slowly moving away from its sporty image. 6. How do you feel about bike sharing schemes? They are a brilliant way to introduce people to the joys of cycling, especially if they are not willing to commit to investing in a bicycle without trying cycling first. These schemes encourage more people to cycle in their normal clothes rather than perpetuating the stereotype of cyclists requiring specialist sportswear- and also as a result there are more people slowly making their way around on bicycles rather than racing across London. It is also a great way of making cycling appeal to a wider range of people and therefore increasing the modal share for cycling. 7. Do you think cycling would become more popular if bikes were sold in more mainstream fashion stores eg. Topshop, Gap? Possibly as people would get more used to seeing bicycles in places they are familiar with, or in shops they respect. This might help to change preconceptions about cycling not being something that ‘people like them’ did, and therefore they could consider trying cycling. 8. What do you think of cycle couriers being used more often for online deliveries of fashion brands such as ASOS, Net-aporter? Anything to increase the number of bicycles on the street is a positive thing, and there would of course be enormous air quality benefits to changing petrol based deliveries over to bicycle. We see a lot of net-a-porter vans driving around this area so it would be great to have those deliveries made by bicycle. 9. Do you think it’s important that cycle boutiques/ repair stores offer additional lifestyle/community elements in store, such as cafes? The success of Look Mum No Hands and the Rapha shops in Central London have demonstrated that there is a demand for the social side of cycling to be incorporated into the retail provision for cycling. We’d love one in West London. 10. What do you think the industry needs to maintain or start doing in order to keep cycling popular? I’m not sure if you mean the retail industry or the cycle industry in general including government agencies. In terms of the wider industry there needs to be a determined political will to increase cycling and a budget provided for it. For the retail industry they will need to start to move beyond the current appeal as a niche market to appealing to a wider audience. I have no idea how they would do that though sorry!
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That’s all, any documents you have that outline the increase in popularity in cycling and projections for the future would be really helpful. Thanks again for your help and please don’t hesitate to contact me regarding any of the questions. Olivia 02/01/2013: bicyclesponge@gmail.com > kathryn.king@rbkc.gov.uk Hi Kathryn, Happy New Year! Thank you so much for your answers and for the documents you’ve attached they’ve been really helpful to look at. Yes, if you have documents on future plans for BikeMinded or any predictions for cycling in the future, even if it’s just in your area, that would be fantastic. Also is there anyway I can have a look at the research methods used to define your target group? I’d be really interested to see how the research is carried out. I have a few other questions for you too if that’s okay? Are there any other campaigns like BikeMinded in London? Could you extend BikeMinded to different regions in London? You mentioned you would love West London to have a cycle cafe like Look Mum No hands! I’d love to look into this further as a potential recommendation for my project. Do you think there’s enough demand for this in RBKC? Are there currently any cycle cafes in the area? Are there repair shops in the area? If so, which are the most popular and why do you think that is? Do you think East London is leading the way to make London a major cycle city and West London is following their lead? Really appreciate your help so far with this, Thanks again, Olivia 03/01/2013: kathryn.king@rbkc.gov.uk > bicyclesponge@gmail.com Hi Olivia, I’ll ask my colleague Marina to send you any documentation we prepare on future plans. We have a couple of focus groups planned for later this month and will develop a strategy following that. We used the research that I sent to you originally from Transport for London to identify our target group. Attached is an example of the creative brief we prepared using the segmentation. The best person to speak to at Transport for London about this is Clare Sheffield. She would be able to give you more information about their research methods. ClareSheffield@tfl.gov.uk I’ve supplied some answers directly below to your questions. Kind regards Kathryn
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Are there any other campaigns like BikeMinded in London? Not by another borough. Transport for London have done a ‘Catch Up with the Bicycle’ campaign but it was short term and not social media based. Could you extend BikeMinded to different regions in London? Yes easily- most people we engage with don’t seem to realise we’re Kensington and Chelsea specific and many come from across London to take part in our activities. You mentioned you would love West London to have a cycle cafe like Look Mum No hands! I’d love to look into this further as a potential recommendation for my project. Do you think there’s enough demand for this in RBKC? Yes, especially if it was a high quality cafe with top end bicycles/gear- therefore catering to the local population and what they now expect from a shop/cafe. Are there currently any cycle cafes in the area? No. Are there repair shops in the area? There are a couple of small independent shops but mostly we have the big chains- Evans etc. You can see a list here: http://www. bikeminded.org/cycling-essentials/bike-shops-near-you/ If so, which are the most popular and why do you think that is? I don’t know which is the most popular. I know that the Bicycle Workshop is very hard to get an appointment for a service at – they are well established and have a good reputation locally. Do you think East London is leading the way to make London a major cycle city and West London is following their lead? I hope so. It’s hard to know whether the specific style of cycling that is prevalent in East London will translate to West as it is a very different demographic, but we are seeing more and more well known local people cycling and that helps to improve the image of cycling. For eg Elle MacPherson, Laura Bailey etc.
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Cherry Allan, Campaigns and Policy Information Co-ordinator for CTC, National Cycling Charity 03/01/2012: bicyclesponge@gmail.com > Cycling @ CTC Hi, I am a third year student at Nottingham Trent University, studying Fashion Promotion and Communication. For my final project I am researching into the Future of Cycling and I was wondering if you had cycling statistics from the past 5/10 years? I’d be most interested too see how many more people are cycling now than they used to from 2000 onwards. Or the increase in cyclists in London over the past few years. Any information you have to offer will be of great help, Thank you in advance Olivia Thomas 07/01/2013: cherry.allan@ctc.org.uk > bicyclesponge@gmail.com Hello Olivia The relevant stats from the Government are available here: https://www.gov.uk/government/statistical-data-sets/tsgb01-modal-comparisons For details on cycling levels in local authority areas, including London, see: www.dft.gov.uk/statistics/releases If you look at this document http://www.tfl.gov.uk/assets/downloads/corporate/travel-in-london-report-5.pdf (p57 ff) you’ll find some figures for cycling in London specifically. I hope this helps. Best wishes for your studies Cherry Allan Campaigns and Policy Information Co-ordinator
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Dipak Patel, Co-Owner of Popup Bikes cycle café in Manchester: 22/01/2013 bicyclesponge@gmail.com > popupbikes@gmail.com Hi, I’m a final year student from Nottingham Trent University and doing a project on the future of cycling in the fashion and lifestyle landscape. I would really love to talk to somebody about your new cycle cafe, how it came about and the importance of this new service. I can ring up or send some questions over, whichever is easiest. Either way I would be so grateful to speak to somebody about the subject and gain some real insight. Thank you in advance, I look forward to hearing from you Olivia Thomas 22/01/2013 popupbikes@gmail.com > bicyclesponge@gmail.com Olivia, No worries - Pop your questions in an email and ill do my best to answer them :) If you want to call you can do this too :) Dipak PS: Awesome email address! 22/01/2013 bicyclesponge@gmail.com > popupbikes@gmail.com Hi Dipak, Thanks for getting back to me so quickly and agreeing to answer a few questions. I have to include the paragraph below so my work agrees with the ethical clauses of the university.. -----------I am Olivia Thomas and as part of my programme of study am undertaking research into the future of cycling in the fashion and lifestyle landscape. To enable me to answer my research questions I wish to talk to you about Popup Bikes. The information you give me will be used in support of my work and will be written up in my project/dissertation. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you said will be used for illustration only; to reinforce a point that I am making. -----------Now that bit’s out of the way, I’ve listed a few questions below, feel free to answer them in as much or as little detail as you’d prefer. 1. How did Popup Bikes come about and when did you first open? 2. Why did you choose to position yourselves in the city centre? 3. Do you know of any other cycle cafes in Manchester? 4. Do you target a certain type of cyclist? 5. Do you often get non-cyclists coming in and enjoying the atmosphere? 6. Would you encourage more cycles cafes around Greater Manchester and if so, where else do you think they would be best placed?
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7. Where did Popup Bikes find its inspiration? 8. You mention on the site, your goals for improving cycle safety and creating a hub for cyclists to enjoy and share information… do you think it’s important for cycle cafes to exist as places to nurture friendly communities and encourage new and existing cyclists? 9. How important do you think it is to offer storage for bicycles? Thanks again, I’m really grateful for any information you have to offer. (also, glad you like the e-mail address!) Olivia 22/01/2013 popupbikes@gmail.com > bicyclesponge@gmail.com Olivia, Here you go! If you would like me to expand on any answers I would be happy to do so. I tend to keep it short in order to avoid waffling ;) If there is anything else I can do to help - just ask :) Also, if you feel a phone convo might work better please don’t be shy - I can blabber on for Queen and country! Dipak 1. How did Popup Bikes come about and when did you first open? Popup Bikes came about after I needed a workshop after fixing bikes in my brother’s garage, then we wanted to securely park bikes as well and we had a bit of leftover space and figured - what the hell - lets create a social space with a coffee shop! It was really a simple idea that evolved into what we have today. 2. Why did you choose to position yourselves in the city centre? We chose the city centre as we found that there were no bike shops offering affordable bike repairs, one has top go out of the city for that, also commuters would be coming into the city and so it made sense to put a bike parking facility in the city. 3. Do you know of any other cycle cafes in Manchester? We don’t - just us :) 4. Do you target a certain type of cyclist? No - We do the opposite - we are available to EVERYONE - we even have customers who just love coffee and no interest in bikes!! We sort out knackered old bikes as well as high end ones :) 5. Do you often get non-cyclists coming in and enjoying the atmosphere? We serve our local community too - MOST of our coffee customers are non-cyclists. 6. Would you encourage more cycles cafes around Greater Manchester and if so, where else do you think they would be best placed? The more places cyclists can store their bikes securely, the better. We are happy to help anyone wanting to set up their own cycle cafe. 7. Where did Popup Bikes find its inspiration? Mostly from my world travelling, youth hostels and sustainable communities 8. You mention on the site, your goals for improving cycle safety and creating a hub for cyclists to enjoy and share information… do you think it’s important for cycle cafes to exist as places to nurture friendly communities and encourage new and existing cyclists? Cyclists mostly cycle alone when commuting and so social places for cyclists create the cohesive glue necessary to keep us sane and share our experiences. 9. How important do you think it is to offer storage for bicycles? I think companies and employers should provide secure storage for employees bikes, it’s a social responsibility.
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APPENDIX 9 In Store Interviews: 18/12/2012 - 19/12/2012: Velorution BikeFix Tokyo Fixed Cycle Surgery Fitzrovia Bicycles Before each interview and recording, I asked for consent to use the participants comments and views to help inform the body of my work. They all agreed, however in the interest of the ethical guidelines, I have kept their names anonymous.
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Manager of bike retailer Velorution, Great Portland St London: Me: So you’re the manager? Manager: Yep Me: And how long have you worked here for? Manager: Er, the shops been open about 3 months, but the brands been around for about 2 and a half years. Me: So was it online originally? Manager: No, it was actually over the road but it originally did start as an online company. Me: So, do you know why it was brought to the high street? Manager: Er, mainly just to get the customers infront of the products, a lot of the products we’ve got here are quite rare so they don’t have big brand line so they need a shop as a brand to actually sell. Me: Have you noticed an increase in cyclists particularly. in the past 5 years? Yes, yeah the main thing that’s increased cycling, especially in town, is Boris bikes, it’s not reduced sales, its increased sales, because people have actually tried cycling, and therefore like it, realise how quick it is, how easy it is, and then therefore have decided to get a lighter, one of their own bikes that they can use all the time. That’s the biggest increase, that and the Olympics but that’s more sports cycling. Me: Oh great, I was going to ask what you thought of bike sharing schemes, like Barclays bikes Manager: Yeah I mean Barclays Bikes is great, one thing it has killed is renting bikes, there’s no need to rent bikes in London anymore, because people still come in and ask, if they wanna rent a bike for a week and they don’t wanna do the Barclays bike thing or whatever, they want a lighter bike, a nicer bike, er but it’s just not worth holding the stock of 20 bikes, when you’ve got 20 down there, 20 over there, you know. Me: Do you think cycling has a sense of nostalgia? Manager: Yeah, yeah I spose so, yeah. Me: A few people have picked up on it but not many have mentioned it, perhaps more of a British thing? Manager: Yeah, I mean the main thing as well that’s been increasing sales I reckon, is with that fashion going backwards. I mean some of the bikes we’ve got here, you know, they’re modelled on 1960’s bikes, and things like that, I mean that’s the fashion at the moment, you know leather saddles, Brookes stuff, you know English and that sort of thing. But I think the fashion thing is definitely something that’s er, it’s now cool to cycle, that’s only probably mainstream, probably last 2 years, 3 years maybe? Errm, but now if you cycle, you know you’re considered cool. Me: Okay, so what do you think of Uk Cycling compared to other European cities? Manager: Erm, I’ve cycled in Rome, I’ve cycled in Barcelona, er, it’s relatively safe to be honest, erm, London’s a bit different, because it’s so busy, outside of town you should never have a problem really, erm , in town, yeah, you’ve got to be careful, a couple of rules to take on board, things like that, but erm, I’d say generally, I’d say probably in the centre of cities it’s pretty much the same, especially old cities, with roads that don’t, you can’t put cycle lanes on a road like this, outside in the centre of town, you’ve got no space, erm whereas you know other cities, you know, like Denmark, places like that, they can, they’ve got massive wide roads, it’s a safe town and there’s a culture of cycling and slow cycling as well, you know, we’ve got a, England’s got a culture of you know, the lighter the bike, you know, the better the bike, the faster the bike, the better the bike you know, and that makes us all cycle a bit quicker whereas in other places in Europe, you’ve got, a whole different culture, where you just, can relax on the bike. Me: So, do you think even with more infrastructures in London, there will still be a completely different attitude? Manager: Yeah, I think so, yeah, cus I think, you know, as you say, you can change the roads as much as you want, but the actual, the guys that are on their bike doing 30 mph down a bus lane, at the end of the day, someone’s gonna pull over, you’re just gonna have an accident. Cycling down, it could have been a designated cycling lane or even a bus lane, doesn’t matter people still go infront of it. So, yeah.
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Me: Okay, so after our research we have to make recommendations for the industry, so I’ve been looking into online fashion brands using cycle couriers more often or for ‘the last mile’ so I was wondering what you think of that, or if you know of anything else similar being done already? Manager: It’s not really my area of expertise, in terms of cycling brands, I mean, not a lot of couriers work here at the moment, and we’re so high end aswel, that the cheapest bike in here is about 500 quid, most expensive is, 14,500 grand, you know its not something we er… Me: How do you think this brand positions itself compared to other brands? Manager: Well, the shop as a brand, its changed recently, it used to be a much, er you know, when it was owned by someone else who bought it, erm, it was marketed as a completely different brand but nowadays its, yeah, I mean we differentiate ourselves, because you can’t find any of the product, well some of the product, around. Erm, so a lot of the bikes upstairs, you know, we’ve got, one offs or you know, bikes that there’s only 13 of in the world, things like that. Erm, so we separate ourselves from the market in that way, cus you can’t compete with them on price, you know most distributors, have most of the bikes anyway so they can slash the price as much as they want, you just can’t compete. So you have to find a different way. So yeah, we separate ourselves by being high end, erm and being useful and friendly as well. Me: What do you think of mainstream fashion brands like Topshop, Urban Outfitters, starting to sell bikes? Manager: are they? Me: Urban Outfitters sell them on their website and Topshop don’t but I’m looking into it as a possibility. Manager: Er, It’ll probably be a fad, and it’ll probably fail. I’d be amazed if they could actually get it to work, because I’ve got 70 bikes in here, I maybe sell one a week, this time of year, or maybe more. But yeah, I mean, you go to a bike shop to buy a bike cus you need someone to fix it, you need someone to maintain it, and you need the specialist staff, finding the staff for here and my other shops, is a nightmare, because you know, you need to know everything about bikes, and there’s as much to know about a bike as there is a car, so you know, you can’t just get anyone to sell a bike, because even if you get the persons to buy it just for the looks, they’re still gonna travel on it. Me: Where do you think cycling will go in London in the next couple of years? Do you think it’ll still get more popular? Manager: Yeah, as prices for transport goes up, and as petrol goes up, and as congestion charges go up, it’s just gonna get bigger and bigger and bigger. Erm and I think it’ll probably, eventually you’ll find certain roads closed, as you’ve got 50 bikes on one road and three cars, you’ve got to make it safe. I mean I was watching a programme recently, I don’t know if you saw, the guy, I can’t remember his name for the life of me, cycle doctor or something like that, he’s got loads of go pros on his bike and the rest of it, he pops in here all the time, Me: Is he called Lucas? Manager: Yeah, think so, the amount of people who, I don’t know, are having incidents, is going up and up and up but then again the amount of deaths is pretty steady which isn’t great, I mean we want it to go down but the amount of small bumps that are reported as well, cus half the people I know, they don’t report when they’ve had an accident, erm, but no, it will get bigger and bigger and bigger because more and more people, especially customers, and more and more people are realising and Boris bikes has helped that again because they think ‘ah I’ll just take a bike because I can’t you know, the tubes too busy or whatever’ go and get a Boris bike, take it down the road and get there half an hour quicker than they would do, on tube or train or bus suddenly realise ‘wait a minute, this is gonna save me..’ I did it, I used to drive when we had a parking space over the road and so I drove from Hampstead to here, took me an hour erm, jump on a bike, takes me 25 minutes, you know it saved me a fortune aswel, and to be honest if you get a bit wet, you get a bit wet. Erm the only thing to stop them is the snow really, even though you get hard core cyclists who cycle around, doesn’t matter what. I’m trying to think if there’s anything else that stops it, clothing. I spose if you’re doing fashion, clothing is starting to become, because you’ve got cyclists that are cycling that don’t want to look like lycra clad sports people, they just want to get off their bike and work. Loads of cycling clothes, I mean you can see it here, upstairs, that’s designed for cyclists but not for cyclists if you know what I mean. That will be a big change as well, when people can physically walk off the bike after 3 miles, you’re not gonna get hot after 3 miles, you know get off the bike and walk straight into a meeting, then that’ll be the big change.
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Me: Yeah, did you see Paul Smith’s line, they had a few pieces where you just turn up the jeans and they have reflective strips Manager: Yeah, I mean we’ve got a lot of that stuff upstairs, and then we’ve got waterproof stuff, breathable, really breathable new fabrics coming in, and the stuff upstairs you can literally, you can, they’ve got a great video where you’ve got steam coming through the fabric at the same time as pouring water on top, so it’s waterproof but as you heat up, it ventilates more, so as those become more popular and cheaper obviously, that’s gonna get more people on bikes aswel. I’d say, you’ll find that cycling will just increase and increase and increase. And I do think aswel, I mean yeah it’s getting more popular in terms of fashion, in terms of having a cool bike, you know single speed and things like that, erm.. Me: Yeah, the fashion aspect is something I’ve been looking at, if the cycle chic trend will phase out and it’ll affect sales.. Or whether cycling in general is just such a massive thing that it will keep going, whether or not it’s going to keep parallel to it.. Manager: Yeah, I think there’s a massive drive as well to be economical now, you know to be ‘eco’ now and be green and that suits, it fits, everything lines up, so I doubt, I mean I’m sure it’ll tail off but I doubt that it will disappear because you know, it’s gonna become cooler and cooler and cooler to be green. You can get that same, lads can get that same, sort of, ‘oh look at my new bike’ that they get from ‘look at my new cool car’ so you know, and that’s where we are really, you can spend a fortune in this shop and at the end of the day it’s just a bike, do you know what I mean. I mean you sort of get what you pay for, don’t get me wrong, but at the end of the day it’s still a bike, so. Yeah and the other thing to consider, I don’t know if you know but the other thing to consider is theft. Theft is, if you got rid of all the theft in London I reckon cycling would go up 10% easily. Me: really? Manager: Yeah, because.. Me: Just with nice bikes? Manager: no, no, all. My mate had his £50 quid bike stolen; the lock was more expensive than the bike. That’s the thing, anything they can get through, and to be honest, expensive bikes, like say this, which is worth 1800 quid, they have no re-sale value, not on the bike, not down brick lane bikes, do you know what I mean? No one’s gonna buy it, no one’s gonna say,’ ohh I’ll have that for you know even 200, 300 quid cus they know what it is. So its bikes that get stolen which have the easy names that they know they can ship. They steal them, they sell them the next day, or they’re done. So you’ve got chips these days so that you can search for the bike and track the bike. So theft is a big thing in terms of stopping people cycling. Especially, big with money, if you’re not forced into cycling because you haven’t got enough money, and most people are going to cus if they can’t afford the tube, or you know, they’re gonna cycle, that’s one way in. but the people that have the money, that can afford to park, do you know what I mean, especially round here, the guys that own the businesses, they can come down, they can afford to park, they’re cooler, you know they’re seen to be cooler if they’re cycling, errm but they wanna spend, you know, come and spend two grand on a bike, the theft is then the biggest stop, because you go lock that up outside, the persons spent two grand ‘im not locking that up against a lamppost and let it get scratched’ So they’ll be a big change as well once employers realise, like the BBC have just done, that they need to give their staff somewhere to lock their bikes up. Whether it be on the inside, whether it be one of these on the wall in the office that they can just bring their bike in and hang up. Erm, the BBC have just dedicated, I dunno how big it is down there but some of the warehouse or car park underneath the building to bikes and I think the last person I spoke to, cause we get a lot of them in, it’s not far from here, it’s like a third of the building easily have decided to cycle to work, so that’s gonna be a big thing, so the theft isn’t gonna go away so it’s whether new locks come out, which are always coming out to improve it but the biggest thing is just ‘I don’t want to leave my bike on the side of the street’ so maybe that’s something to think about. But the fashion thing is the biggest thing, especially in our high end stuff; no one wants to ride their bike in high vis stuff. So I’ll show you some of the stuff upstairs.
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Owner of bike retailer and repair store BikeFix, Lamb’s Conduit St London: me: How long has the store been here for? owner: 22 years me: and have you seen an increase in cyclists over the past 5 years? owner: Definitely me: why do you think that is? owner: errrrrrr, blimey me: Do you think its on trend? owner: yeah but that’s always like.. me: us I’m trying to looking to whether it’s gonna be on trend and so it’ll just fade away.. owner: right, oh I see me: Well it’s become quite like a cool hipster thing, hasn’t it now to cycle, a lot of people do it for an image rather than before maybe it was seen for maybe a healthy lifestyle thing owner: No I don’t think anybody ever did it as a healthy lifestyle thing. I think people only ever did it because they… me: …Cus they enjoy it? owner: well yeah and also cus its practical but I think the reasons that people say that people might ride bicycles for are mostly nonsense, I mean it’s nice that its fashionable but obviously if it’s fashionable.. fashions change, inevitably you know they come and they go but I can’t see it becoming less fashionable.. the fashion will change won’t it me: Yeah, I was talking to someone and they were saying it might be similar to snowsports which became really big.. owner: well it’s different isn’t it cus you can’t use snowsports into work me: yeah it’s not everyday owner: Yeaah, so it’s not really the same me: For our projects we have to make a recommendation, I’ve been looking into cargo bikes for online fashion brands for example asos and net a porter, so I was wondering what you think of that? owner: Okay, I think it might be.. me: for london… owner: Yeah, cus there’s lots of things that people keep saying are going to be the next big thing, me: cargo bikes? owner: Well... that’s one of them me: And e-bikes?
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owner: Yes, but neither of them has happened and it may be that it won’t be them at all. I mean the cargo bike thing hasn’t, the thing about the cargo bikes, it only works if it makes financial sense, that’s the bottom line, you know if it’s easier and cheaper to run a van, then you’re going to run a van but if it’s easier and cheaper to run a bike, then they’ll do it but nobody’s kind of worked out the logistics yet, you know people have sort of done it in a half-hearted way but nobody’s really come up with a system. There’s a whole infrastructure that goes with motorise transport, but yeah which not everybody understands, you know people go to college and learn it, and learn how it works. which doesn’t exist… all depends on the price of petrol doesn’t it. Depends on government policy aswel. me: So, have you changed at all? owner: completely, me: Really? owner: Yeah, me: Why do you think that is? owner: in terms of what we sell? me: Have you just adapted to consumers? Well I guess presumabley you’re selling more like bike accessories and.. owner: noo, the opposite me: Oh really? owner: well.. the bikes we don’t sell so much, we fix more. Because everything buys on the internet. It used to be that we were a shop selling things, and then people stopped buying things and cus you can’t get bikes fixed on the internet, so.. me: That’s interesting, so you’ve become more focused on repairs then owner: Yeah so we’re very much repairs and weird stuff that you either can’t get off the internet, or wouldn’t want to get off the internet otherwise.. me: what do you mean by that, like maybe personalising, or requests on their bike that they couldn’t get? owner: It’s more like, well, something, you definitely want to own, some people used to say you can’t choose a bike by mail order but now course everybody does me: But things like saddles and stuff, surely people want to test them, try them, owner: No people just buy stuff and if its no good they’ll just put it on ebay or something. You know so its, things that we used to sell a lot of, like bags or saddles we just don’t sell a lot of me: So do you sell a lot of actual bikes? owner: Well we sell a few weird bikes, expensive bikes me: so ones that people would specifically come here for owner: Yeah so its like the enthusiasts. Well there’s two sides to it, there’s stuff like this which is like people buy cus its fulfils a need or stuff like that which you would ride because its fun but that’s kind of the sort of thing when its not just about buying something, do you know what I mean, you’re kind of also, there’s a lot of stuff that goes with it, probably need to be told that you’re normal, that they won’t get off the internet, me: How do you feel as a brand compared to other cycle shops? owner: this shop?
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me: Yeah, cus you’ve obviously been here for quite a while.. are you happy that there’s a lot of other bike shops? Or does it feel like competition? owner: In a way it probably shouldn’t bother me, I mean obviously you are competing in some respects but in a lot of ways you’re just not. The internet is much more of a competing thing, I mean obviously on the repairs side, it’s relatively easy to fix bikes me: did you or do you have an internet site? owner: yeah me: Did you have one before or is it something that you’ve recently developed due to increase in demand? owner: yeah, it used to do more and now it does less. It used to be, you used to sell a few things but now you’ve got like massive, very cheap, like now if you wanna buy something you put it into Google you get like fifty places and it tells you where the cheapest is so it’s like, I don’t exist me: So you would be discovered by recommendation or word of mouth? owner: or yeah, yeah or something really peculiar, I mean we sell some really peculiar things, like there’s one of these that goes on a Brompton that we’re running out of because nobody else sells it and its like you can’t get it anywhere else, so its like that’s just a kind of survival thing, that’s not really much to do with the internet me: So what’s your opinion on the future of cycling? Do you think it’s going to carry on being the same level as popularity.. well cus now owner: well just in terms of popularity? I definitely think it’ll be more cus for a start its only really happened in london so you know me: Yeah cus now you have fashion brands doing mens ranges like Paul Smith. H&M are about to do one with brick lane bikes and Levi’s did a range aswel.. owner: Yeah, I mean that’s all kind of fun but not really the cause, thing I think. I mean probably in principle you want what we do me: What do you think of main stream fashion brands like Topshop selling bikes? owner: I don’t think they’d want to do it
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Manager of bike retailer and repair store TokyoFixed, Peter St City of Westminster: Me: Have you noticed an increase in cyclists over the past 5 years? Manager: Er yeah definitely, I mean the business is growing quite quickly, erm and we saw the bar around fixed ear which seemed to get a lot of people into cycling although we have branched out a bit from there but yeah definitely brought a lot of interest. Me: So is that where this store started? Manager: Yeah we were a Japanese importer of fixed gear specific parts and sort of gone from there Me: It’s interesting because the guy I went to see yesterday he started in store and then he’s kind of gone online but he was saying that everybody’s getting their stuff offline and he’s now basically just a repairs store. Manager: well it depends on what market you go for. I mean a lot of the stuff we have you can’t buy online other than from us. So you can buy online from us or instore from us. People who are buying expensive stuff will come to the shop and see what they can buy. Plus we’re quite orientated around doing custom built bikes so a lot of people don’t know about the compatibility and stuff like that and picking out what goes together from an online web store so we need to help them do that. What kind of people do you get in here? Like, regular cyclists, or new, or cool trendy hipsters? Manager: Yeah I mean we get quite a lot of the hipster crowd, we stock quite a lot of that kind of stuff but we’re starting to get a lot more serious kind of cyclists in, so sort of roadies who ride often and er obviously with Rapha round the corner that helps with that market. And then you just get a lot of people who know the brand and like the brand from anywhere in the world they just come in on their holiday, we get a lot of tourists come in and getting tshirts. Me: Oh do you? Manager: Yeah I mean we’re quite well known Me: Okay, so what’s your opinion of cycling in the UK compared to other European cities like Copanhagen? Manager: Erm, I mean cycling European cities is really nice in some European cities and in others is really horrible. Erm the cycling infrastructure here isn’t that great but I don’t find it that challenging to ride in London. It’s mainly sort of drivers attitude rather than the city’s attitude I think. I don’t think if cycling could be here for that long to still be older guys in cars who’ve never cycled in the city and never will cycle in the city and until those guys don’t drive anymore then er it’ll probably be the same. I guess younger people now have more awareness like when I’m driving I’m sure when they cycle when they grow up they will be more aware– just need it to get through a generation. Me: So do you think the whole fixe trend will phase out? Manager: errrr, it will reach a platto, you know what I mean, im sure they always be people who want a fix gear bike, there’s people wanting them for different reasons now, like to train on them and stuff like that. And also we do sell quite a lot of track specific stuff for people who ride on track cus that’s becoming more popular but yeah im sure it’ll phase out to a point and then it’ll just reach a platto and then you’ve just got to try and work out what’s next. Do you think its important, you know how there are loads of cycle cafes, and people trying to build lifestyle communities around it, do you think that will help keep cycling popular? Manager: Errm well, yeah, I mean it really is a lifestyle now. It’s like there’s people that I know who don’t do anything other than work and ride and socialise with people they ride with socialise with people they’ve met through cycling and that kind of stuff and so yeah I’m sure it will keep people interested and possibly get more people into it because it’s not an individual kind of you know self bettering pursuit anymore. I’m not sure whether cycling is more important than people’s social life or which way round it is but yeah can’t be a bad thing.
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I’m looking into online fashion brands, like ASOS and net-a-porter using cycle couriers/cargo bikes more often for their deliveries and I wondered what you thought of that? Manager: yeah I mean they’re not, I used to work for Velorution who are an importer of Crystiani the cargo bikes and they’re more a.. they seem to work better for families for personal transport and that kind of stuff or maybe like a builder or something like that. They’re not necessarily for delivery stuff, most of the time. Because they are quite cumbersome, they’re really good for like flower delivery people use them quite a lot because the stuff ’s quite big and quite heavy, quite delicate but anything that can be thrown in a bag, like Rapha they sometimes do the Friday delivery thing where they just send it out with their courier service and the majority of stuff that people order like from ASOS is never going to be more than like shoes or a top so It can normally be done by a normal courier service which is what I think should happen. me: so you think that should happen more often? Manager: yeah definitely, because like, when we get a courier delivery the chances are it’ll turn up and have like 3 small boxes in the back and that’s it, and they don’t need it at all. me: Okay, so one of the other things I’m looking into is mainstream brands like Topshop selling bikes, Urban Outfitters sell them on their website and I wondered what you thought of that? Manager: erm not necessarily a good idea, they’re selling very cheap bikes which does appeal to the market who are probably going to be them once and never ride them again but not for long term cycling. I mean, no one who’s a serious cyclist would buy one from like Topshop. Me: but do you think it would help to make it more mainstream? In which case might be a good thing? Manager: no I think it would help to put people off cycling, erm in the way that er I dunno like the fixie thing isn’t as cool because Topshop have got onto it so it helps to put people off it and also the bikes they’d be selling are so shit that people are gonna be put off by the fact that they buy a bike that’s crap and also bad advice and all that kind of stuff is an issue or lack of advice, you know if you can’t ask someone in Topshop about cycling in town. They’re never gonna ask you what you use the bikes for so it won’t be suited to you and anything like that. Just like buy it. Me: Is there anything that you think the industry needs to do in order to maintain its popularity? Manager: British cyclists are doing that for us really, yeah sporting success is a big deal and is definitely getting more people cycling and also there’s loads of investment from the government and all that kind of stuff coming through now from the sporting side of it erm I mean in terms of pleasure style cycling – little bit of changing attitudes as people realise they can get to places pretty comfortably by bike instead of driving, better weather would help.
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Employee of Cycle Surgery, bike retailer and workshop chain, Great Portland St London, Greater London: Employee – Cycle Surgery Me: So, how long have you worked here for? Employee: A year Me: and have you been part of the cycling industry before? Employee: Yes, I worked in another bike shop Me: have you noticed an increase in cyclists over the past 5 years? Employee: I’ve only been in London for two years so. I think so, I think generally there’s been an increase yeah, in cycling, in, in London there’s definitely been even in two years there’s been an increase. Me: And why do you think that is? Employee: well, number of things, I mean there’s the kind of success in terms of cycling as a sport and the track Olympic cycling and kind of recent tour de France victories erm, I mean but the thing is, that’s been on-going for years so we’ve been doing well on the track for five years, but it’s only really been this year because of the tour de france and the Olympics probably as well being at home it’s sort of got to a bigger audience than just cycling geeks. I think generally its, part of the reason is that, erm, people have realised that cycling is a pretty good form of transport, especially if you’re in a city and it’s probably fair to say that given the fact that everyone, or most people have less money, they’re looking at ways to reduce cost, and running a car or getting public transport is going to be far more expensive then riding a bike. Me: Do you think it’s helped that cycle cafes and places like that have popped up to help create communities? Employee: No, they’ve just responded to it. Yeah, they’re just, not jumping on the band waggon but they’re there because there are cyclists there and they were thinking you know, how can we make some money out of this. Me: Do you think the industry has moved more towards online? Employee: Errm, well, well if you, if you look at, I spose if you look at, erm, the bike companies or the bike retailers, that are having the biggest turn over, then they’re people like Chain Reaction or Rigour which are the online stores. Erm, but the thing with cycling is that, certainly its true to say that about most bike shops, it’s not like if you go to Topshop and you buy a top, you don’t have any interaction with anybody unless you need something that isn’t on the shelf, yeah, you just try it on and buy it, whereas here, almost every interaction with the customer, they have a question and you will need to answer that question and you’ll need to identify the need. So, whilst there’s a lot of people that can just go and buy something off the internet, there’s also a lot of people that will just buy something off the internet and then have to come to us because they realise that they’ve bought the wrong thing, or it doesn’t fit because it’s not compatible or they don’t know how to fit it, or they didn’t know what they were looking for in the first place. Me: Do you think cycling may be made more popular as a sense of nostalgia? Employee: Well, Britain is, sort of typically very kind of retrospective and we are quite nostalgic because our great days are behind us but I don’t, I don’t know , there’s quite a big sort of scene of people sort of interested in vintage bikes or old bikes and there’s races like, the Royka which is massive which is basically an old Italian race that you have to have a 40+ year old bike, it’s massively oversubscribed and there’s, you know there’s vintage mountain bike forums, that there’s 20,000 members of, which is a lot of people for quite a niche sort of idea. But, the bikes not really changed in 100 years, so I s’pose as a piece of technology it’s always a little bit old fashioned. Me: What do you think of bike sharing schemes? Do you think they’ve been a success? Employee: Do you mean like the Barclays hire one?
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Me: Yes Employee: Well it has been a success, yeah, erm it’s kind of, it’s kind of worked, there’s a huge amount of people who have utilised it and it was a good price, they’ve put the price of it up massively now, but even people coming to the city, from other countries, erm you know it’s quite a good way to get around, whether London’s the ideal place to ride a bike, if you’re not used to a) riding a bike or b)the traffic laws is another question. Me: Okay, so after our research we have to make recommendations for the industry and I’m looking into online fashion brands using cycle couriers more often and I was wondering what you think of that? Employee: I think that, well, it’s quite interesting, this idea of courier fashion, has sort of come about in the past, probably really, past 10 years but mainly the past 5 years, erm and obviously that’s seen a huge break in people wearing fixed gear bikes and single speeds, erm if you look at any actual couriers, they’re usually unwashed, unkempt, with holes in their clothes, and the bikes they ride are not out of a kind of inner circle of sort of knowingness about what looks cool, it’s about necessity, they’ll all do the absolute minimum they can do to spend on their bike because they don’t earn a right lot of money because its hard work and there’s lots of people that want to do it erm and people are doing it less and less as email has taken over, you don’t need to have a document, so, I don’t know, if that going forward couriers is, whether it’ll continue to be like that, in kind of the higher end fashion, someone like Rapha , like £200 cycling jerseys no better than an £80 cycling jerseys, but they’ve got the design right and they’ve got a good website and they can make a nice cup of coffee. Me: Yeah, I’ve been looking into trying to integrate cycling into businesses in order to keep it sustainable Employee: I mean there are plenty of businesses, I’m sure that use cycle couriers but it’s, I think there’s better need to actually transport things. I mean there’s plenty of people about, I bumped into a guy the other day actually whose got one of those big cargo bikes and they’ve got three cafes around London and they do, they get all their deliveries to one café cus it saves them money and then they use the cargo bike to deliver in between because its faster than sending a van and it just means for their business, it makes more sense to just have a guy who spends two hours in the morning just delivering cans of coke and stuff in this huge cargo bike, and it’s probably as quick through town as a van would be anyway, plus less money. Me: Something else I’ve been looking into is mainstream brands like Topshop and Urban Outfitters are already doing it online, selling bikes and what you think of it? Employee: Erm, well I mean the whole, there’s the Levi’s cycling range and the new h&m cycling range with Brick Lane Bikes, and Urban Outfitters, you know, had a fixie on the wall in some of their stores for probably about 5 years. They’re not, generally speaking, they’re selling something as a fashion item as opposed to a usable item so, I don’t know, while the bike I’m sure is fine, im sure they’ve thought about it, and I’m sure it’s gonna be fairly expensive, I’m sure it’s not a piece of crap, whether it’s put together properly, whether there’s any back up of warranty or servicing, whether they’ve thought about the durability of it, I don’t know but I’d guess not. Me: Where do you see cycling going in London, in the next couple of years? Do you think it’s going to carry on being as popular as it is? Employee: It will but, in order to prevent, this kind of reach where’s there’s kind of, more people want to get into it but they’re too scared of riding on the roads because there are too many cars on the roads cus the infrastructure isn’t there, so it’s become kind of like, all the people, that are riding now are more or less all the people that will be, it’s not, there’s gonna be some people getting out of it, and then moving out of London as they get too old or people they know get hit by cars and stuff, there’s gonna be a few more getting into it. Until they increase the infrastructure there’s not really gonna be much more. But, there’s the other side of it, that there’s plenty of people who will buy a bike for the transport because they’re sort of quite intrigued by or they wanna save money, you know, they had a bike when they were younger and they just think, oh I can do that, I can ride to work, yeah, and then they’ll get into cycling from that. So their next purchase is a 1500 pound road bike doing weekend rides or they wanna go touring you know as they sort of understand, or get into cycling more as less of a thing that they have to do to get to work, more as a hobbie interest.
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Co-Owner of independent bike retailer and repair store, Fitzrovia bikes, New Cavendish St London, Greater London: Co-Owner: Yep that’s fine, I’ll have to stop if a customer comes in though Me: Oh of course, so when did you start the business? Co-Owner: Er, we took over about two years ago but we’d all been working in the shop for a few years previously. Me: So how long has this store existed? Co-Owner: This has been a bike shop for over 20 years. Me: oh right, okay. So, have you noticed an increase in cyclists, in the past 5 years particularly? Co-Owner: Definitely, definitely yeah. Me: and why do you think that is? Co-Owner: err, it’s a , I think its, well, people are more health conscious for one. It’s a cheaper way of getting around town; it’s quicker in a lot of instances than public transport even. Err, and it’s fun, that’s you know I mean there’s all positives really. Me: yeah, okay do you think one of the main things putting people off is that it’s dangerous? And they’re too scared? Co-Owner: errr, I think it does, it does put some people off. A lot of people are a little bit hesitant when they kind of buy their first bike or do their first journey but they quickly realise it’s not actually that bad once you get used to kind of, your journey, and build up your confidences if possible. Me: Do you think, generally with a lot of things, high street is finding it quite difficult against the internet, brands doing what you might be doing better, obviously you can’t do repairs anywhere else. I spoke to another guy yesterday who said that his shop is now basically just repairs. Co-Owner: Yeah erm a lot of our business is does do that now. Erm, it is impossible to compete really with a lot of the online stuff. Erm, although there are some positives, some substitutions some manufacturers are starting to you know avoid these big online retailers cus they want, you know they want their type the customers that are riding their frames or using their components to get a more kind of, a more personal sale, you know, from someone that actually knows what they’re talking about who can recommend the right size, the right components, so its half and half really. Me: One of the other things that I’ve been asking people is what you think of the london cycling scene compared to Copenhagen and other European cities. Co-Owner: Errrm, well, I mean its not a patch on it really but erm, we’re getting there. Me: trying to Co-Owner: yeah, with like tour of Britain and stuff like that but I think if, erm we had nicer weather and some better scenery would help. Me: We have to make recommendations for the industry, after our research so I’ve been looking into cycle couriers being used for online fashion brands like ASOS and net-a-porter for example doing the ‘last mile’ and I was just wondering what you thought of that? Or even if you knew of anything going on that’s similar to that already.. what you think of cargo bikes? Co-Owner: Err I like the idea of their being more cycle couriers cus we get a lot of them coming in here, or more work for them rather, cus we get a lot of them coming in here and they’re just not being used as much anymore so, that’d be nice, it’s more ethical you know, it would be nice to see more of that. Erm, cargo bikes, they’re a bit, I dunno, I can’t see them ever being a massive thing, they’re just a bit bulky, you know, don’t flow, people get annoyed with them like they do with rickshaws, that kind of thing. But I mean, they’re, well in principle, it’s all good but in a city, especially in a city like this, where there’s limited space on the road, there’s no room to redesign it properly, I don’t think, to fit the amount of cyclists and cargo bikes, rickshaws, all the larger kind of traffic things I think, just your standard, cycle couriers could do with a bit of help.
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Me: and what do you think of mainstream brands like Topshop or Urban Outfitters starting to sell bikes? Co-Owner: Errrm, I don’t think it’s a good idea, I mean I would say that because I own a bike shop but it’ll be, you’ll get a lot more kind of, people buying bikes and under qualified staff that don’t, you know, that don’t know how to size you properly, can’t fix them, you know, won’t be able to give you a complete service which I think is important with bikes. You get, like even with some of the larger bike shops, bikes chains, that aren’t specifically bike dealerships, but you know they do other things, not mentioning any names, we quite often get really badly set up bikes coming in, that I would say are dangerous to ride, you know, and like if you’ve got, if you’ve got fashion outlets, setting up bikes, and sending them out, I think you might get the same thing. Yeah, I mean it depends how they do it, if they’ve got like a dedicated part of their shop which is a proper workshop.. Me: and they get specialists in? Co-Owner: yeah, then cool, go for it, that’s fine but.. Me: other than that… Co-Owner: yeah other than that I reckon it wouldn’t be too cool. Me: Also do you think it’s important that, obviously there are loads of new cycle cafes and kind of like, lifestyle type things coming up, do you think it’s important for those to carry on, to keep, cycling as popular as it is? Co-Owner: Yeah definitely, they’re good. Anything that builds on cycling culture is positive Me: it’s more of a lifestyle thing.. Co-Owner: yeah, yeah exactly. Me: How do you think cycling is going to evolve in the Uk and London in the next couple of years? Do you think it’ll dip off in trend or do you think it’ll keep.. Co-Owner: no, I think it’ll keep, I think it’ll keep building, erm, it will get to the point where, there’ll need to be some serious thought put into like, how, how the roads are gonna work, and testing people, licensing bikes, that kind of thing, cus it will reach kind of fever pitch and then there’ll be way too many people who don’t know how to ride a bike on the road, just like that, but yeah I don’t see it slowing down any time soon.
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APPENDIX 10 16/11/2012: Diary entry for Barclays Cycle Hire, Questions and Consent Forms Participant A: Becky Child Participant B: Natalie Griffiths
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Participant A: Becky Child How old are you? 22 Do you live in London permanently? If not, please specify where you live usually and your reasons for visiting/staying Yes Would you consider yourself a regular cyclist? Definitely not When did you first use Barclay’s Bikes and have you used them again since? November 18th not used since What was your purpose for using them? (Commuting, Recreational.. etc) Recreational Did you find it an enjoyable process? Yes fun novelty activity Would you consider using them in the future? If so, for what purpose? Would definitely use again when in an off road situation and as an activity with a visitor/tourist to show them London in alternative way. Please write a short entry below about your experience with Barclays Bikes. (try and specify who you think they’re good for, if you felt safe etc) We had initial problems getting the bikes out of the racks luckily my sister had previous experience using the bikes and had established the trick of raising the back wheel so the bikes are at an angle and then can be released. You can register for the bikes online which I had not done so had to register at the bike station computer it takes a one off payment. I cannot remember how much it was but less than £2.50 and we tried to register 3 people on one card for the 3 bikes but all had to register on separate cards to receive the unique codes you need to unlock the bikes. Having to all separately register and get codes was slightly inconvenient as we used up part of the ‘free’ cycling time. As the first half hour (maybe check that!) cycling is free so technically after initial payment you can keep taking the bikes for half an hour and returning them to the docks. It was really fun and I would definitely recommend it however, I would only personally use them in off road situations as not being particularly bike conscious I didn’t feel as safe on the few sections of actual road we cycled on. It does seem a bit odd that anyone can take them and then just cycle on the road considering you do not have to wear a helmet or anything. Also two of my sisters friends nearly got arrested because they took the bikes on the tube.
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Participant B: Natalie Griffiths: 1. How old are you? 22 2. Do you live in London permanently? If not, please specify where you live usually and your reasons for visiting/staying No, I was doing an internship for 3 months in London but normally live in Birmingham. 3. Would you consider yourself a regular cyclist? No 4. When did you first use Barclay’s Bikes and have you used them again since? On the 18th November and no i havn’t used them since 5. What was your purpose for using them? (Commuting, Recreational.. etc) For fun 6. Did you find it an enjoyable process? Yes, cold and dark but very enjoyable. It was a nice way to take the scenery of Hyde Park in. 7. Would you consider using them in the future? If so, for what purpose? I would use them again to see the sights however using them on the roads even with the cycle lanes would be scary so I’d probably stick to parks. 8. Please write a short entry below about your experience with Barclays Bikes. (try and specify who you think they’re good for, if you felt safe etc) I used the bikes with a friend who lives in West London but was also using them for the first time. I found the bikes easy to use. Getting them out of the rack wasn’t completely clear but we managed fine. We cycled around Hyde Park for around an hour, the bikes had baskets on the front which were perfect for our handbags/briefcases. The light on the front could have been brighter. I think these bikes are a brilliant addition to the tourist attractions in London. They give you an alternative to walking along crammed side-walks or using over crowded tubes. I felt very safe on the bikes but if it came to using them on the roads I would feel uneasy. I think there should be similar bikes in all the busiest cities in the UK as bike riding is a skill most people have so they would be popular everywhere.
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APPENDIX 11 Consumer Profiles: 15/01/2013 – 21/01/2013: Callum Jackson Mark Smith Siobhan Gibbons Marcus Stokton
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Callum Jackson Form 1, Lifestyle Signifiers: Please answer the following questions: 1. Name: Callum Jackson 2. Age: 23 3. Occupation: Student 4. Where do you live? Nottingham 5. When did you start cycling on a regular basis? 2010 6. What was the reason for beginning to cycle on a more regular basis? Travel, couldn’t afford a car 7. What type of bike do you ride? Road bike 8. What do you usually wear when you ride? Helmet, gloves, lycra shorts (or leggings), cycling shoes and shirt/cycling jersey, hoody or windproof Please complete the following sentences: 1. The last thing I bought and loved was: New road bike 2. If I had to limit my shopping to one neighbourhood in one city it would be: Shoreditch High Street, London 3. My most precious piece of technology is: iphone 4. The last music I downloaded/bought was: 2 Door cinema club 5. The books on my bedside table are: Bradley Wiggins: my time, 1984, Steve Jobs 6. In my fridge you’ll always find: Milk, chicken, eggs 7. The best film I’ve seen recently was: Skyfall 8. My favourite website is: 4od 9. An unforgettable place I’ve travelled to in the past year was: Milan 10. My favourite place to get a coffee is: Costa 11. If I weren’t doing what I do, I’d be: Athlete
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Callum Jackson Photographs: Photographer: Olivia Thomas
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Mark Smith Form 1, Lifestyle Signifiers: Please answer the following questions: 1. Name: Mark Smith 2. Age: 55 3. Occupation: Chairman of Gift Business 4. Where do you live? Birmingham 5. When did you start cycling on a regular basis? 2008 6. What was the reason for beginning to cycle on a more regular basis? Fitness, fun and charity 7. What type of bike do you ride? Road and mountain 8. What do you usually wear when you ride? Lycra and helmet Please complete the following sentences: 1. The last thing I bought and loved was: jack Russell puppy 2. If I had to limit my shopping to one neighbourhood in one city it would be: Harborne, Birmingham 3. My most precious piece of technology is: ipad or blackberry 4. The last music I downloaded/bought was: Emeli Sande 5. The books on my bedside table are: Bradley Wiggins 6. In my fridge you’ll always find: Wine 7. The best film I’ve seen recently was: Inglorious Bastards by Tarrantino 8. My favourite website is: The Times 9. An unforgettable place I’ve travelled to in the past year was: Burma 10. My favourite place to get a coffee is: Costa 11. If I weren’t doing what I do, I’d be: retired!
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Mark Smith Photographs: Photographer: Olivia Thomas
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Siobhan Gibbons Form 1, Lifestyle Signifiers: Please answer the following questions: 1. Name: Siobhán Gibbons 2. Age: 23 3. Occupation: Environmental Consultant on Climate Change Policy and Compliance 4. Where do you live? Stockport, Cheshire – SK3 8DW 5. When did you start cycling on a regular basis? Age of 16 – start of college 6. What was the reason for beginning to cycle on a more regular basis? Attending a new college and having to get there commuting 7. What type of bike do you ride? At present a b’Twin folding bike (b’fold 5) and a Raleigh Courier 8. What do you usually wear when you ride? Sports gear – waterproof jacket & Helmet Please complete the following sentences: 1. The last thing I bought and loved was: Pandora Necklace 2. If I had to limit my shopping to one neighbourhood in one city it would be: Stockport, Manchester 3. My most precious piece of technology is: Phone – Samsung Galaxy Ace (Note – I am a technophobe! – not really a technology person) 4. The last music I downloaded/bought was: Westlife Greatest Hits Album 5. The books on my bedside table are: ‘Scholes’ – Paul Scholes Autobiography & ‘The First Casualty’ - Ben Elton 6. In my fridge you’ll always find: Yoghurts & Chocolate 7. The best film I’ve seen recently was: Taken 2 8. My favourite website is: Twitter 9. An unforgettable place I’ve travelled to in the past year was: Edinburgh 10. My favourite place to get a coffee is: Brook Street Café, Chester 11. If I weren’t doing what I do, I’d be: International Professional Netball Player
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Sibhan Gibbons Photographs: Photographer: Siobhan Gibbons
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16/01/2013 Additional Interview Questions via e-mail: 1. How old are you? 23 2. Where do you live? Stockport, Cheshire, SK3 8DW 3. Would you consider yourself a regular cyclist? If yes, when did you start? Yes – Regularly cycling since I started college (around September 2005) continued through college and University (Uni of Chester, BSc (Hons) & Man Met, MSc) and continue to cycle now. 4. What type of cycling do you do? (recreational, sport/racing, to commute) I consider myself as a regular recreational / commuter cyclist – Although I do not cycle to and from work (as my place of work is around 12 miles from where I live) I still cycle around where I live – to visit family, friends, get to and from Netball, the shops etc. As I don’t have a car, I regularly cycle probably 3 times a week. 5. Do you consider the area you cycle to be cycle friendly? Yes – There are dedicated cycle paths and routes in and around Stockport and along the Mersey – the roads are well lit and wide enough for other vehicles to pass without danger. There is always cycle locks and places to store bikes; although in some of the ‘rougher’ areas – I would steer clear of this as I have been the victim of a few bike thefts in the past. 6. When did you start renovating bikes? and why? Please give a brief outline of your experience with this. I started renovating bikes around 2 years ago. I bought a 1987 Raleigh Courier bike off eBay for £28 – it needed two new inner tubes and a few tweaks here and there but now runs like a dream. Since then I have purchased a Raleigh Solitaire Shopper bike; 2 x Raleigh RSW III; 1 x White Raleigh Shopper Bike and a BSA Vintage Shopper bike. I started renovating with my first bike as a trial project and at the time I had had my bike stolen and came across a cheap bike which need some slight attention; after that I was hooked! I love getting a bike, cleaning it up, taking it for a spin and seeing all your work laid out in front of you! My experience before my first go at renovating was very limited – I have learnt how to fix chains, gears, inner tubes, punctures and re-sprays. 7. Would you consider your bike to be an extension of your style/personality? Definitely! I love the vintage bikes – they shout look at me, but yet are ‘soft’, ‘quirky’ and ‘cute’ There is definitely stereotypes which are carried with different styles / types of bikes : - Teenage boys on BMXs - The Commuter on a Brompton - Middle aged man wearing Lycra on a Racing / Speed bike - Adventurous adrenaline Junkies on Mountain Jump Bikes etc. 8. Do you feel a sense of community with other cyclists? Again definitely!! There is a sense of camaraderie and respect between all cyclists, whether you know them or not; almost like a virtual community. 9. Are there any cycle cafes in your area, or major surrounding cities that you’re aware of? As far as I am aware no; I have never come across any cycle cafes, although I don’t often cycle within the city.
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10. If there were to be a new cycle cafe in Manchester where do you think it would be most suited and why? I would say either somewhere near to the main train stations – Piccadilly or Victoria or somewhere outside of the main hub of the city. Cycling in Manchester is quite difficult in that the main City Centre (Shopping Area) is mostly pedestrianized and a hot spot for trams! Piccadilly station currently has Brompton and Bicycle lockers which are nearly always full in the mornings and evenings – so maybe somewhere close to there? Another idea could be along the River Irwell – a lot of cyclist use the footpaths along the Irwell as a means to get out of/ in to the city – that may be an idea? 11. Do you think it’s important to encourage a cycling culture/community in places like repair shops/cycle cafes in order to keep the industry moving forward and encourage others to begin? I think it is important – however, I also think that cycling is a pastime that will never die away. For years the bicycle has remained an important mode of transport for hundreds of thousands of people despite the increase of the motor car, trains, trams and motorbikes. Cycling is free and a good source of exercise and I think it will continue to flourish and the industry will continue to grow whether it is encouraged or not. Even more so, with the recent economic climate and the aforementioned modes of transport becoming increasingly expensive, cycling will become more and more attractive to the average Joe. Cycling is a hobby/sport which in recent years has gained a massive public following through the Olympics / tour de France / increase in Sustrans public movement – I think to keep the industry moving forwards we should maintain and increase the investment by public and private bodies. I hope this helps Liv – let me know if you want any more information / ideas or photos. Cheers Siobhán
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Marcus Stokton Form 1, Lifestyle Signifiers: 1. Name: Marcus Stokton 2. Age: 22 3. Occupation: Architect 4. Where do you live? West London 5. When did you start cycling on a regular basis? 3yrs ago 6. What was the reason for beginning to cycle on a more regular basis? Enjoyment, Saving Money and Fitness. 7. What type of bike do you ride? Fixed Gear, Brakeless 8. What do you usually wear when you ride? Weather dependant but usually my normal clothes on a day to day usage: No lyrca, unless im going on a cycle cycle. Summer: Chino shorts, Oxford Shirts, Oversized white t-shirts. Winter: Black Skinney Denim, [hides the inevitable road muck] Oxford Shirts, Warm Jumpers and zip-thru hoodies, Barbour Jacket or this old navy blue French workers coat. Feet: Vans 106 all back regardless of the weather, and comfy socks. Please complete the following sentences 1. The last thing I bought and loved was: My bike and I still do. 2. If I had to limit my shopping to one neighbourhood in one city it would be: In London: East elsewhere in the world, Akihabrara Tokyo , the home of all geeky things 3. My most precious piece of technology is: My Phone 4. The last music I downloaded/bought was: Triple purchase Tall Ships/Everything Touching Rolo Tomassi/Astrea and Mount Kimbe/Crooks and Lovers 5. The books on my bedside table are: Its my desk but, Architecture and Cook Books mostly, and some other proper books The Bocca Cookbook currently the most thumbed through. Snohetta – The Projects El Croquis – Enrique Miralles 1983-2000 Stewart Lee’s – How I escaped my certain Fate [The life and deaths of a stand-up comedian] Thomas Pynchon – Gravitys Rainbow 6. In my fridge you’ll always find: Yoghurt 7. The best film I’ve seen recently was: Macaframa – its just a nice film about guys riding around San Fransisco….unneccacarly fast 8. My favourite website is: Dezeen or drawingArchitecture 9. An unforgettable place I’ve travelled to in the past year was: Travelled out to and spend a few days in the sahara dessert, was certainly different 10. My favourite place to get a coffee is: Monmouth Coffee 11. If I weren’t doing what I do, I’d be: A Chef, or a failing musician
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Marcus Stokton Photographs: Photographer: Marcus Stokton
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APPENDIX 12 Tutorial Record Sheets: I was absent for tutorial sessions on 08/11/2012 and 15/11/2012. I have summarised what I understand to be the topics discussed in these sessions and continued as usual since.
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Notes from 08/11/2012 and 15/11/2012: - Learning outcomes: what they mean in relation to your piece of writing - How the work will be marked; holistically alongside Live Project research document - the role of the methodology - academic and underpinned with sources – both primary and secondary - think of intro as a funnel, starting broadly and narrowing it down to the subject - why now context – using Harvard system not DVC - appendix: consent forms for primary research, interview and focus group transcripts, example questionnaires, tutorial record sheets, critical path etc Email Sarah draft of introduction and chapter plan for next tutorial
Date: 29/11/2012 Work to bring/prepare for session: Send Chapter headings and rough introduction before the session so that Sarah has time to read a draft and discuss. Learning issues to discuss in session: How long an introduction should be and how to introduce the idea How to prioritise research aims Feedback from session: Initial intro was good but needs more underpinning, no sweeping statements remember to think of the intro as a funnel intro should be perfect, first thing the read reads re arrange order of intro ‘this market report’ will include sould go at the end Tasks for next session: Work on draft of introduction but focus on interim presentation show what I have done so far, what I am going to do etc Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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Date: 06/12/2012 Work to bring/prepare for session: Interim Presentation - explain what stage I am currently at with research, what I still need to do Learning issues to discuss in session: Is there anything major missing from my inital research Potential ways to expand on research or focus Feedback from session: make sure I dont confuse aims and objectives list of secondary resources is useless without evalutaion need more primary research, particularly creative research - go through research topics and brainstorm ideas identify consumer groups look at more examples and build case studies not just in cycling industry, look at influences from other industries Tasks for next session: address feedback and keep researching and thinking of new ways to do it Bring interim presentation feedback to next session Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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Date: 10/01/2013 Work to bring/prepare for session: bring feedback from interim presentation to discuss and any work to show or questions to ask/ areas of concern Learning issues to discuss in session: how to focus recommendation how to section methodology eg twitter account consumer profiles - real people I’ve spoken to or segmented from my what I’ve learnt and where should they go, main body of text or recommendation? concerned about lack of primary research for live project do we need to have a research blog bibliography - all websites use? Feedback from session: questions answered consumer profiles should be informd by real people and research, can go in either section depending on relevance look to aesop for in store vm to influence my cafe network find out if Universal Works have a warehouse sale on to find consumers or ask Tim and Matt as a starting point Tasks for next session: Sarah in Berlin so finish research and write recommendation bring questions for next session Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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Date: 23/01/2013 Work to bring/prepare for session: any questions or conerns about the work Learning issues to discuss in session: sharing of work between groups where should the conclusion go, end of research or end of recommendation, how long? Feedback from session: individual: conclusion of research can be the same paragraph as the intro for recommendation – don’t repeat yourself, something which brings the whole thing to a close at the very end, bring the narrative full circle, contextualise it again Finish with – this report has really highlighted that now –context- couple of quotes - how has it got longevity, how will it expand, potential etc Bibliography – books on graphics Myself/yourself – don’t say it Live project: annotate everything - how we did things, why we did it, url Highlighting main points, more evaluation and analysis, the description and explanation are the visuals, The findings, what they’ve told you – not really a description of the journey plus the findings What’s the information telling me – don’t need to just be told about the market Different consumer profiles – different layouts, NOTHING identical See a journey, introduce recommendations, doesn’t have to be so forumlaic but needs to move on from research and introducing the recommendation. Why now, why is the brief relevant now and how to tackle it now Tasks for next session: discuss any problems or concerns, can show live project work Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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Date: 24/01/2013 Work to bring/prepare for session: any questions or conerns Learning issues to discuss in session: - What goes in the appendix, does it run in the order that it appears in the document? So that it makes sense – research section, ethic section etc - Can the methodology go in the order that we did it? - Does each interview need to be listed in the methodology or can they be grouped together, if so do I need to write every time and date of email (do I need this in the appendix?) - If I didn’t have consent forms or get peoples names, can I put the manager of Velorution – for example. - Do I need to say the date I sent out the questionnaire, the day of the first response and the last response? - do I need to include emails that didn’t get me anywhere? / un answered questions – mention it in methodology Feedback from session: Questions answered, continue finishign off work Tasks for next session: bring any questions, and chapter plan for Live project brief Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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Date: 31/01/2013 Work to bring/prepare for session: last minute concerns, universal works chapter headings Learning issues to discuss in session: - worried about structure of research project, reading it over and over, feels slightly disjointed -is it okay to be covering so many topics - change tense at the end of recommendation - does this matter? Feedback from session: live project, we should have a pool of research which we can all pick from but the writing up must be different tutors expect us to be covering lots of different things in order to find the recommendation. Tasks for next session: can see Sarah on monday for any emergency questions Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
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