Branded Content: Rapha Launches Mondial Mag
Designed as a collectible to complement content on the brand's website, the high-quality publication contains top-calibre photography, including archive race imagery and new portraiture, plus long-form articles that reach into the wider world of cycling culture and beyond. For instance, issue one delves deep into design with Danish architect and urbanist Jan Gehl, and British fashion designer Christopher Raeburn.
Priced at £10 ($15), the 162-page magazine is available via the brand's website and through its physical locations, known as Rapha Cycling Clubs, across the US, Europe, Asia and Australia (for more, see Sports Retail Reinvented and Bike-Shop Boom). Members of the brand's riding club are also featured as contributors in a special insert mini-mag. For more on the power of consumer-generated content, see The Social Media Sell 2015, Community & Commerce and upcoming report Beta Brandscapes in our Get Real Macro Trend.
The upscale fanzine approach also highlights the rising importance of creating brand fandoms – platforms both online and off that allow consumers to indulge in shared interests. For more on the rise of the brand-book-turned-fanzine, see Beyond Commerce: Rites, Rituals & Culture Clubs in our New-Era Luxury Macro Trend. See also Magtailing: Content Marries Commerce.