Indeed; which is all to say that marketing is more important than ever in the "bicycle industry," esp. now that bikes are more than ever equated with sporting goods (ie "my tennis racket's carbon fiber; so are my bike and putter and my shoelace tips!"). These days the casual cyclist is more likely to have a pricey mtb he takes to the park in his SUV or pickup than the mid-level road bike of the 70s. Back then the marketed image ranged more from the Schwinn pedaling-around-Knott's-Berry-Farm-in-ccordinated-family-shorts-sets to "be free, dude -- ride across America!"; and the guy at work who knew a thing or two about bikes steered you toward a touring bike.
Today the marketed image is all big air at Moab, full-suspension MTBs clamped atop muddy SUVs, and carbon-fiberized racers with grim expressions of athletic agony -- we all want to give "the look" to our own Ullrichs. If there's an upside it's that the marketing is more aimed at fitness and exertion than fun-'n-recreation, which probably helps because we as a nation aren't getting near enough exercise. But if desire and guilt drive marketing, the enviro-social guilt that drove the bike boom has been replaced by a more personal guilt of fitness and success. This competition-driven guilt seeks an edge in technology; thus carbon-fiber stays marketed as extra-lightweight, just pay no attention to the internal lugs behind the curtain!
But, for "us," the downside is this: lugged steel bikes are indeed still "in front of the consumer": they're under homeless people, with the bars turned around and up; they're in their parents' garage; they're at yard sales and flea markets; the people who ride them in 70s photos are wearing bell-bottom jeans and Chucks. And to the Lance wannabe, they are "old and heavy." This potential customer's never been aware of the difference between a fine lugged steel bike and the too-large gaspipe boat anchor his dad bought in 1974 and rode twice around the subdivision. More knowledgeable "cutting-edge" cyclists might admire classic lightweights and even want one (as a collector's object) but to them the idea of riding a lugged steel frame, even with modern components, is on a par with Click's (or is it Clack's?) 60s Dodge Dart as a daily driver. The idea of a bike that lasts for years probably doesn't appeal to someone who actually looks forward to "having to" buy a new frame every four years, as if being seen in the park on a 1997 Litespeed is the equivalent of a dreadful fashion faux pas.
You're absolutely right that lugged steel frames would have more of a viable market if their advantages could be better explained to the consumer. Unfortunately, that's a daunting task as it seems to require a lot of experience as well as time and effort. Most consumers never reach that level of knowledge in researching their purposes, though time and again we've seen that the more you look into something, be it bicycles or washing machines or homeowners' insurance, the more you see that the best deals aren't always the most obvious or immediately attractive ones.
I've had many people admire my Rivendell, and it's obviously gorgeous, but more than one person has assumed it's a beautifully preserved antique. I see a lot of Litespeeds, carbon Treks, etc on the local roads, and many of the owners I've talked to can't believe I'd spend as much as Litespeed on a lugged steel bike in this day and age. Even after I've explained what's involved, etc, they still see it as a charming anachronism, and me as their Ullrich. More than once I've resorted to "it's not about the bike" when dealing with intractable technoprejudice. (FWIW I've dropped my share of technoriders -- not that I'm at all a strong rider -- And if spending a lot is your way of motivating yourself to ride, more power to you! It helps the industry, too. Spend as much as you can! But you still might be passed by a guy with fenders, clips-n-straps and a Nelson Longflap! Don't take it hard; I'm just passing through the park on my ten-mile commute! ;-)
Still, I too worry about what will happen to this "fin de cycle" (sorry) Golden Age of lugged steel quality and "keepers of the flame" when those of us who desire lugged steel bikes new and old dwindle as a market force. As some have asked, will those who come behind long for the rigid, tigged MTBs of their youth? Personally I think that, even if our forces decline, there will always be new cyclists interested in the past. If cycling becomes the way to fitness for more and more people, as it seems to be doing, then more and more people will embrace it as a hobby as well. I wonder if the trend toward high-end bicycle collecting in Japan isn't a harbinger for us all. How would you feel if today's high water prices became fond memories when "everyone discovers" bikes as collectible objects? Bad for us, sure, but good for "the cause?" Would we see more repros, more of a market for long-reach brakes and cream headtubes? Would that compensate for $275 SunTour bar-end shifters?
Sorry for the length and the ramblings (and the brushes with off-topicality ;-), but I've been sorta away from the list for a while, and these are some notions that have been building. Other Dennis' comments brought them back to me. Thanks D!
Dennis Ryan Louisville, KY
-----Original Message----- From: classicrendezvous-bounces@bikelist.org [mailto:classicrendezvous-bounces@bikelist.org]On Behalf Of Dennis Young Sent: Monday, February 10, 2003 9:21 AM To: classicrendezvous@bikelist.org Subject: [CR]What sells
Very true point with regard to how demand dictates supply, but I think that one element within the equation need be emphasized to a greater degree. What is currently most readily available, and showcased on the market, also precludes the trend in the purchasing choices. If there are no luged steel frames or toe clips in front of the consumer, and knowledgeable individuals to explain their merits, the public is not going to be seeking these as a option. Of course the few 'in the know' will keep on by adhering to the old ways, but new fashion often dictates public tastes, probably as much as the vice versa, perhaps even to a greater extent. There is influence from both the consumer and the manufacturer as to what is on the shelf, but it isn't necessarily a symbiotic relationship. Things flop. People started to put embroidery on their bell bottoms, so manufacturers offered jeans with butterflies on them. Oddly enough, that is what probably killed the trend. New designs and other innovations appear, and if it catches on, it becomes the ring through the public's nose, for better or for worse. With the high tech materials currently in favor, it isn't so much the guy with the work bench in his garage who is going to come up with the new ideas. Perhaps it never has been in the bike industry, except for maybe the drilled out hub flanges? The bike industry tooled up with all the tig welders for the aluminum frames, brought in cylinders of inert gas, trained people to do the work, they at least need to get a return on their investment, and milk the style for all they can, before they want to agree that 'steel was real' after all, and switch back to brazing. It isn't that industry is necessarily smarter than the public, but it does find it's ways to be persuasive.
Dennis Young Looks like a early spring in Hotaka, Japan
> Will the "bicycle industry" ever wake up to the fact that the "bicycle
> industry"
> has always been the same as every other industry? It just shows how far
out
>
> of step the bike biz is with reality to think different rules apply to
them.
>
> As a buyer in the "sporting goods" industry, who has purchased at least
100
> million
> dollars of sporting goods in the past ten years, I'll finally expose my
> secret formula:
> We buy what sells. The consumer, whether conscious or not, is always the
> most powerful
> influence on any industry. Yes, we buyers consciously try to get people
to
> buy certain
> things over other ones for our/their own good, but in the end, it's the
> billions of choices
> made by the consumer that change things, for good or bad. The "industry"
is
> powerless
> to prevent this, the rules are set.
>
> The difference I see today is the customer. The golden rule today for
> selling anything
> is "game improvement". Golf clubs to tennis racquets, to bikes, everyone
> wants to buy
> their way to greatness. Why spend time you don't have at the driving
range,
> learning to
> smooth out your swing, just buy better clubs!