New Assos flagship store, London opening
thefog
Posts: 197
Apologies if posted elsewhere but just read that Assos are opening a flagship store at the new St James Market development in London. No date given.
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I know Assos do not have snot wipes on their gloves, but surely it will be less up its own Ass(os) than Rapha!0
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If it is anything like the Swiss store, it might be worth a visit:
http://www.mangayio.com/en/57/gallery.aspx0 -
I know Assos do not have snot wipes on their gloves, but surely it will be less up its own Ass(os) than Rapha!
Funny but the only Rapha main store I've been in is in Amsterdam and it couldn't be less "up its own Ass(os)" - really friendly, down-to-earth, staff and a really relaxed atmosphere. I'd happily just pop in there for a coffee (only 5 mins from my flat) and would invariably end up chatting with the staff or, more-often-than-not, other customers. Great place.
The staff in the outlet shop are really nice too - young people who love their cycling.ROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0 -
The Assos store will be full of Alan Shortar$e Sugar type Merchant Bankers who want to dress up like a camp astronaut.0
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F.A.B.0
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The Assos store will be full of Alan Shortar$e Sugar type Merchant Bankers who want to dress up like a camp astronaut.
In London it might be. For a very long time I never saw anybody riding in Rapha in the Highlands - Assos was the kit of choice because it just did what it would say it would do. I'm still of the opinion that, if you have the budget, you don't much care what you look like (and, frankly, as a MAMIL, almost none of us look anymore more than ridiculous in the public's eyes) then Assos is the gear.
It's interesting that higher-end manufacturers (of all sorts of products) are moving towards having physical presences and relying less on generic sellers to sell their ever more complex and technical propositions.ROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0 -
I get the feeling they've seen how the Rapha Cycle Club model is working and realise they need to expand.0
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Yes - that was my thought - which then triggered the thought that quite a lot of companies are doing these "experience" stores.ROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0
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I get the feeling they've seen how the Rapha Cycle Club model is working and realise they need to expand.
Not just expand, recover. I get the feeling they've fallen off the pace in the UK a little. As I understand it they are now their own company, in the UK, rather than relying on an importer.My blog: http://www.roubaixcycling.cc (kit reviews and other musings)
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The Assos store will be full of Alan Shortar$e Sugar type Merchant Bankers who want to dress up like a camp astronaut.
IN!I'm sorry you don't believe in miracles0 -
I get the feeling they've seen how the Rapha Cycle Club model is working and realise they need to expand.
Don't forget Rapha is not big everywhere. In my experience of France/Switzerland/Germany, Rapha are nowhere. it's either Assos (the shorts are ubiquitous), Castelli and Gore, mainly. You also see quite a lot of Vaude worn by touring cyclists and MTBers.
The only time you see Rapha is on an Englishman (usually a banker type from Zürich).
I don't know as I don't live in the UK any more, but I suspect BTR is right that Assos has fallen behind Rapha in the aspirational end of the market in the UK and needs to do something to increase brand visibility to those that will spend the money.0 -
All Assos are doing is responding to market forces. Commercial success means more research & development and better products.
What's wrong with that?“Give a man a fish and feed him for a day. Teach a man to fish and feed him for a lifetime. Teach a man to cycle and he will realize fishing is stupid and boring”
Desmond Tutu0 -
I get the feeling they've seen how the Rapha Cycle Club model is working and realise they need to expand.
Don't forget Rapha is not big everywhere. In my experience of France/Switzerland/Germany, Rapha are nowhere. it's either Assos (the shorts are ubiquitous), Castelli and Gore, mainly. You also see quite a lot of Vaude worn by touring cyclists and MTBers.
The only time you see Rapha is on an Englishman (usually a banker type from Zürich).
I don't know as I don't live in the UK any more, but I suspect BTR is right that Assos has fallen behind Rapha in the aspirational end of the market in the UK and needs to do something to increase brand visibility to those that will spend the money.
It's weird, everyone raved about their 851's. They were special. Bookers, but no denying their greatness. And many of us talked about them. When did someone last recommend a Bonka or Habu? They are great but they've slipped from the consciousness. I suspect Castelli has taken the biggest bite.My blog: http://www.roubaixcycling.cc (kit reviews and other musings)
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Facebook? No. Just say no.0 -
Assos suffered from the Swiss Franc value but their shorts still remained benchmark for a long time. I've only had one failure from them - their Fugu gloves were a big disappointment and, to add insult to injury, they came unstitched and had to be replaced. But a friend of mine loves his sturmprinz jacket and knickers and his Bonka jacket.
That said, I don't think Assos have marketed as well as some - Rapha and Castelli in particular.ROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0 -
Their marketing is, for men, a tad out there. And, in relation to their treatment of women......well...............My blog: http://www.roubaixcycling.cc (kit reviews and other musings)
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Facebook? No. Just say no.0 -
Their marketing is, for men, a tad out there. And, in relation to their treatment of women......well...............
Funny you should say that because I know several women that think their marketing is greatROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0 -
Their marketing is, for men, a tad out there. And, in relation to their treatment of women......well...............
Funny you should say that because I know several women that think their marketing is great
The normal advertising, the side boob shots advertising or the painted on leather and heels advertising?
My blog: http://www.roubaixcycling.cc (kit reviews and other musings)
https://twitter.com/roubaixcc
Facebook? No. Just say no.0 -
You UK guys are way too uptight
In Ticino, they haven't yet been too heavily influenced by the PC brigade.
Can't imagine the London store would get away with it, though.
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Their marketing is, for men, a tad out there. And, in relation to their treatment of women......well...............
Funny you should say that because I know several women that think their marketing is great
The normal advertising, the side boob shots advertising or the painted on leather and heels advertising?
All of it. They actually like cycling being "sexed up" a bit. Not only that but they also appreciate how well Assos's chamois works.ROAD < Scott Foil HMX Di2, Volagi Liscio Di2, Jamis Renegade Elite Di2, Cube Reaction Race > ROUGH0 -
You UK guys are way too uptight In Ticino, they haven't yet been too heavily influenced by the PC brigade.
Can't imagine the London store would get away with it, though.
Handy wipe clean surfaceRule #5 // Harden The Feck Up.
Rule #9 // If you are out riding in bad weather, it means you are a badass. Period.
Rule #12 // The correct number of bikes to own is n+1.
Rule #42 // A bike race shall never be preceded with a swim and/or followed by a run.0 -
It could be because
A) their kit looks shit. I'm no fashionista but rapha just looks good. Even on a lump with legs it looks acceptable if you're wearing the classics range. castelli likewise. Vibrant colours and all goes together well. Assos looks seriously patchwork. Especially the tops.
b) who the fuck can pronounce or remember the names of their kit. Fugu? Haiku? Bonka? Ti.3.82.fi.lite.98? Going with the rapha theme - it's pretty bloody obvious what everything does. Winter jacket? Check. Lightweight bib shorts? Check. Pro team winter tights with pad? Check. Rain overshoes. Check.
C) it's more expensive than rapha and castelli and so now you're asking yourself - is it worth it?0 -
Where can I get a pair of those patent leather arm warmers?!
Seriously, never been into Assos. The names are ridiculous, the look is really not up my street, and the prices, well....
I tried a pair of Equipe S7 bib shorts to see what all the fuss was about; 'game changers'. Didn't change my game; sold them on after a month, felt too thick and heavy.0 -
It could be because
b) who the fark can pronounce or remember the names of their kit. Fugu? Haiku? Bonka? Ti.3.82.fi.lite.98? Going with the rapha theme - it's pretty bloody obvious what everything does. Winter jacket? Check. Lightweight bib shorts? Check. Pro team winter tights with pad? Check. Rain overshoes. Check.
That is it for me in a nutshell - also have tried 3 versions of their Assos (S5, S7 and something else) shorts, and did not get on with the cut.
Agree with the thread though, a few years ago Assos were percieved as the pinnacle in the UK, at the time I wasn't spending that much, but now I would look to Rapha\Castelli\Etxeondo\Mavic, as I get on well with all of those manufacturers.
oh I do have some Assos mitts I bought about 6 years ago, and they are still going strong, and are very yellow, which is a good thing.
Do my eyes deceive me, or is this a prototype of the first fully waterproof bib tights...?
Looks pretty windcheating\aero too.
Guessing those shoes would not fit an SPD SL\Look cleat though.Felt F70 05 (Turbo)
Marin Palisades Trail 91 and 06
Scott CR1 SL 12
Cannondale Synapse Adventure 15 & 16 Di2
Scott Foil 180 -
Not had much experience of Assos stuff but what I have had has been pretty poor actually. The shorts have gone see through on the arse crack after not that many miles, which apparently is a common issue. The knee warners I had became really bag after I washed them and ended up going back. Not tried my oversocks yet, but presumably they can't get a pair of those wrong?
The shorts are very comfortable, although no better than high end Giordana and not as nice as my Santini ones. Not convinced they are worth the premium.0
