Consumer Brand Intelligence - RE:Cycling

Miranda Kourdi
2 days ago
7 min read

Introduction – Miranda

This essay will evaluate the brand of Re: Cycling Bike Store in Elephant and Castle. This business was chosen because it requires rebranding to update its online presence and upgrade its social media and website. Having opened in 2012, the business struggled with many challenges, from social media to website design, whilst trying to build a strong brand and reputation with its customers. From a discussion with the owner, looking at competitors such as the London Bicycle Repair Shop and On Your Bike, and an examination of the demographics of their customers, a rebranding is recommended for their business. For example, the company will need a new logo, website and social media updated typography alongside colour scheme.

SWOT Analysis – Miranda

“A SWOT analysis helps businesses understand their strengths, weaknesses, opportunities, and threats” (Dunne, 2023 p1). To analyse Re: Cycling the shop owner, was interviewed. The grid below summarises some of the key elements the owner highlighted Table 1: The Strengths, Weaknesses, Opportunities and Threats of Re: Cycling Source: Author (2024).

Table 1

Strengths: Table 1 indicates that Re: Cycling obtains their second-hand bikes from local councils rather than buying new bikes to reuse. Thus, a strength of the brand is its recyclable nature, as evidenced by their brand. As they sell used bikes, every customer receives a 2-week guarantee return allowing customers to change their minds due to the congestion charge and increased vehicle taxation. Cycling offers better value for consumers with reduced costs and the option to limit an individual’s carbon footprint and be more sustainable (Transport for London, 2023).

Weakness A significant weakness of Re: Cycle in table 1 is its “limited visibility and brand awareness” (Sammut-Bonnici, 2015 p.1). The absence of a storefront sign and a recognisable logo prohibits its ability to attract new customers, both online and offline. Additionally, a lack of public awareness about the business goal in the local community limits their market to those who would consider buying a second-hand bicycle. The owner stated that by improving their website and social media content, they could improve their brand awareness and offer other services such as a subscription-only bike service and expand their inventory to include E-bikes. The comments from social media posts would help identify customers’ perceived market gaps and opportunities.

Opportunities Re: Cycle has several opportunities to improve its business as highlighted in table 1. For example, forming a stronger partnership with councils across London as currently, they have a loose partnership with only some of the London councils. This would enable them to increase sales and expand across London. Implementing a subscription-based bike service that could provide a steady stream of revenue and develop customer loyalty. Expanding the inventory to include e-bikes would tap into a growing market and attract a new customer segment (Markham,2024).

Threats Re: Cycle faces numerous threats primarily financial as shown in table 1. rising costs across the board such as rent, wages and suppliers pose a challenge. Brexit, changes in regulations, tax increases on bike parts from key suppliers (Independent Cycle Distribution, Universal Cycles and wholesalers) could disrupt their operations. Furthermore, policy changes from the Regulatory and Labour Council such as minimum wage increases, and potential rent spikes will increase operational costs (Safe Contractor, 2024).

Competitors – Ellie

Being in a highly populated community, the Re: Cycle Bike Shop is competing with a vast majority of direct and indirect competitors. Within a 1-mile radius there are 11 other bike shops (Google Maps, 2025), each giving their own unique service and carrying a different message. 100% of them repair bikes and 1 out of the 11, also resells second hand bikes (Google Maps, 2025). With such a small percentage of bike shops selling second-hand bikes, it is apparent there is a gap in the market.

The in-direct competitors fall under the umbrella of community bikes such as the Santander bikes, Lime bikes and Forest bikes. All these brands have easy access apps. Upon opening the app, riders are immediately directed to the closest available vehicles (Lime, n.d.) or bike docking station. Consumers don’t have to concern themselves with bike security, space at home to store and cost of repairs. On the other hand, when looking at the reviews for these companies, there seems to be a lot of negativity surrounding the experience. ‘Lime’ reviews have an 89% 1-star rating, with some customers saying, “biggest scammers” (TO, 2024) and “good product messed up by greed” (Africa, 2024).

As Re: Cycle are looking to rebrand and grow a new identity, looking to host cycle events would be a great way to connect with the community. Having looked online there are some well established clubs that host a variety of events. One of which is ‘London Cycling Campaign’ who offer hundreds of free cycle rides (London Cycling Campaign, 2025) such as ‘Women’s Freedom Ride - After Dark!’ (London Cycling Campaign, 2025).

Target Audience – Ellie

The most important part of our research was to connect with the community that surrounded the Re: Cycle bike shop. So interviews were conducted with the locals, breaking down their cycling and purchasing habits. There was a 50/50 split between participants who cycled in London and those who didn’t (Bike Questionnaire, 2024). This opened up the questions to dig deeper into different groups and their needs. It was highlighted that 67% of people interviewed hadn’t heard of the Re: Cycle bike shop (Bike Questionnaire, 2024), proving their physical presence on the street was far too hidden. After further questions, it was obvious there is a need for a second-hand bike shop, as 83% said they would rather purchase a bike that is second-hand (Bike Questionnaire, 2024).

Having spoken to the locals, the team wanted to evaluate how they could connect with this project further, to give authenticity to the re-brand. From personal experience, the team had a theory that many women didn’t feel safe walking at night and believed cycling could be a solution to grow confidence. So an online questionnaire was designed to challenge this theory and see if there was any truth in the statement. The responses were unanimous when asked ‘Do you feel safe walking in the dark?’ (Maynard, 2024). 0% said ‘Yes’, it was either ‘No’ or ‘Other’ with a further explanation (Maynard, 2024). Some of the ‘Other’ answers mentioned “sometimes, if I know the area” (Maynard, 2024) and “if there’s other people around (especially women)” (Maynard, 2024). Below is the full questionnaire with responses.

Survey Questions

Rebranding and ad campaign rationale – Alexandra

Previously operating without formal branding, the Re: Cycling Bike Store had untapped potential. Our rebranding campaign establishes a unique identity, engages the female cycling community, and increases awareness. The new logo embodies functionality and movement, to draw in cyclists. The campaign builds on this identity, featuring bright, active and feminine imagery and colours that reflect our audience. We'll establish the shop as a reliable source for reasonably priced bikes, accessories, and maintenance services through social media outreach, local collaborations, and in-store promotions. This rebranding strengthens our mission: empowering the community, specifically women to explore, commute, and enjoy life on two wheels.

We are addressing the critical issue of safe travel for women in London. The shop’s rebranding aims to connect with women aged 18 to 30, empowering them to overcome the fear of cycling in the dark. By focusing on second-hand bikes, Re-Cycle provides an affordable and sustainable solution, ideal for this audience. We introduced the Anti-Curfew Cycling Club to create an opportunity for women to cycle together in the dark, as guided tours. Particularly in the winter, women frequently experience anxiety and vulnerability when commuting or travelling, which drives up costs for ridesharing services like Uber. Many feel angry and frustrated that safety concerns dictate their mobility. By providing women with a quicker, safer, and more affordable means of commuting in the city, we were able to give them the confidence they need to regain their independence.

Why?

Recently, the rising cost of living, high travel costs and crime have caused a high demand in solutions for these problems. “a new London School of Economics (LSE) report reveals a clear link between a 10 per cent rise in the cost of living and increases in violence, robberies, shoplifting, burglary and theft across over the past year – with all offences rising by eight per cent when the cost of living rose.”(www.london.gov.uk, 2024)

Rebranding Approach

· Rebranding outdated branding

· Change in aesthetic and appearance

· Change in identity and target audience

· Addition of active social media account

· Addition of ACCC

· Addition of website Advertising through posters and social media

Conclusion

Re-Cycle Bike Shop’s rebranding and campaign empower women aged 18-30 to overcome safety concerns and embrace cycling as a reliable, affordable, and liberating travel option. By addressing the barriers women face such as fear of the dark and high transport costs the shop positions itself as more than a retailer, but a trusted ally for safe urban mobility. Informing that cycling is a safe travel option. Also addressing the problems of the rising cost of living, travel and crime. Through initiatives like guided tours, safety partnerships, and practical resources, Re-Cycle fosters confidence and builds a cycling community. The campaign ultimately transforms cycling into a symbol of independence, proving that women don’t need to compromise their freedom to feel safe in the city of London.

References

Dunne, K. (2023). SWOT Analysis. [online] Mindtools. Available at: https://www.mindtools.com/amtbj63/swot-analysis.

How Will The New Labour Government Impact Your Business. (2024). Actioncoach.co.uk. [online] doi: https://doi.org/10687113/1701860288282/module_135910687113_ac-website-header-module.

Markham, D. (2024). E-Bike Incentive Programs Need Well-Defined Goals To Be More Effective - CleanTechnica. [online] CleanTechnica. Available at: https://cleantechnica.com/2024/12/11/e-bike-incentive-programs-need-well-defined-goals-to-be-more-effective/.

Safe Contractor (2024). Adapting to Business Changes Under the New Labour Government | Latest News. [online] Alcumus Safe Contractor. Available at: https://www.safecontractor.com/en-gb/insights/news/adapting-to-business-changes-under-the-new-labour-government/ [Accessed 20 Dec. 2024].

Sammut-Bonnici, T. (2015). Brand and Branding. [online] ResearchGate. Available at: https://www.researchgate.net/publication/272184078_Brand_and_Branding.

Transport for London (2023). Congestion Charge marks 20 years of keeping London moving sustainably. [online] Transport for London. Available at: https://tfl.gov.uk/info-for/media/press-releases/2023/february/congestion-charge-marks-20-years-of-keeping-london-moving-sustainably

Africa, J (2024) ‘Good product ruined by greedy investors and incompetent management. Review of Lime. Trustpilot ‘Bike Questionnaire’ (2024) Interviewed by Miranda Kourdi, Alexandra Pusca and Eleanor Maynard

Google Maps (2025) Elephant and Castle Bike Shops. https://www.google.com/search?client=safari&sca_esv=16665a235f9aa043&rls=en&tbm=lcl&sxsrf=ADLYWIL6pNDNPfUHu7NV8XYw9EztaTK0ng:1736161534820&q=elephant+and+castle+bike+shops&rflfq=1&num=10&sa=X&ved=2ahUKEwi_1rjc-eCKAxXbZkEAHc-XAkkQtgN6BAgZEAM&biw=1470&bih=754&dpr=2#rlfi=hd:;si:;mv:[[51.504676190064664,-0.07474765714977583],[51.488405125640234,-0.11895082219593167 (Accessed on 6th January 2025)

Lime (n.d.) Innovation. Available at: https://www.li.me/en-gb/why/innovation (Accessed on 12th November 2024) London Cycling Campaign (2025) Events Calendar. Available from: https://lcc.org.uk/events-calendar/ (Accessed on 18th Janaury 2025)

TO, X (2024) ‘Biggest scammers on earth rented 2…’. Review of Lime. Trustpilot

Google.com. (2024). Recycling bike shop - Google Search. [online] [Accessed 19 Jan. 2025].

Aguilar Elías, Ó. (2017). Riding out the Storm. Available at: https://unsplash.com/photos/two-cyclist-on-road-during-golden-hour-B5p9If-Xic8 [Accessed 21 Jan. 2025].

Wang, T.T. (2020). Cyclist. [Photograph] Available at: https://unsplash.com/photos/woman-in-pink-bikini-riding-on-bicycle-0pqoAu5mW0s [Accessed 19 Jan. 2025].

www.london.gov.uk. (2024). Mayor demands urgent Government action on causes of crime as new report confirms cost-of-living crisis link to a rise in crime and violence | London City Hall. [online] Available at: https://www.london.gov.uk/mayor-demands-urgent-government-action-causes-crime-newreport-confirms-cost-living-crisis-link-rise

Creative Adverts

we created our own Advertising Brief about Re:cycling focusing on encouraging more women to cycle by addressing safety concerns and promoting sustainable, second-hand bike use.