Motorcycling approach to branding is often closer to lifestyle than automotive, as brands like Harley Davidson or Vespa know very well.
At the latest EICMA, the world leading showcase of the motorcycling market, Triumph, with its 110 years of heritage, has revealed to the press its strategy, pushing the brand more and more towards lifestyle branding borders.
From a technical standpoint,Triumph innovation is focused on collaborations for connectivity: all premium models are featuring a new system integrated through partnerships with Go-Pro, Google, plus Android and iOS apps, designed to enhance the rider experience though navigation, music, and connection to smartphones.
But the new 2019 year model is a tribute to 60th years of British heritage, taking the Bonneville legend to the best contemporary standards with a T120 Diamond Limited Edition, and a cafè racer version in collaboration with London’s legendary Ace Cafe, both in limited run of 900 and 1400 units respectively, each of which numbered and signed.
The lifestyle side of Triumph is on the other hand clearly stated by the facts and numbers revealed for the 2018 edition of the Distinguished Gentleman’s Ride, the charity program held in 648 cities all over the world, which raised more than 6 million dollars for men’s cancer research, and engaging the dapper-hipster global scene of adults 25+.
Besides, the branded apparel and accessories range tells the same story about distinguished British mood, in a balancing act between heritage and contemporary. Collaborations with Deus and Barbour are over since a couple of collections ago, but a more relaxed Triumph range will probably launch in the near future, as the Head of Product for Clothing told us, to spread the presence of the brands beyond the dealers network, including the brand into the department stores and fashion stores arena.
Heritage to contemporary, collaborations and partnerships, limited editions, and storytelling clothing: the same popular mix we see on the fashion and streetwear scenes.
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