Rhodia goes for brand extension
July 18, 2011 § Leave a comment
Rhodia, the French paper and pad producer, is making significant strides in its campaign to make the brand a fashion icon on par with Moleskine. From our trials, Rhodia papers are significantly better than the Moleskine offering in terms of their fountain pen performance in that they are less prone to line-spread, spidering and show-through. However, Moleskine’s market penetration has left Rhodia a little way to go.
While challenging for the paper crown, Rhodia has looked to other areas to support their brand-building with the introduction of a range of personal luggage. Stamping their black and orange house colours from their pad range onto the new laptop bags and holdalls has made them immediately recognisable and potentially, quite iconic. Bringing their reputation for quality, presentation and performance across into the new market has been a shrewd move.
The laptop backpacks, laptop messenger bags, and holdalls are produced in a hard wearing, black brushed fabric that gives the exterior a deceptively soft feel. The stitching is in contrasting orange thread with black leather details added as subtle highlights to the black of the fabric. Although competitively priced, the quality is good with no loose, bright orange cottons whispering all over the lush, black fabric while the webbing, handles, and zips are also tidily fitted. Further practicality comes from the base of the bags where protective metal studs are fitted.
Opening the new bags requires a pair of sunglasses to be worn such is the intensity of the orange but we suspect this will tone-down quite quickly with use. The interiors are fitted with an array of pockets, straps and pen loops, all of which are well thought-out. However, unlike the Rhodia pads, we would not recommend testing for ink line-spread or show-through with the bags.
Next time you’re looking to buy a trendy, new bag for business or college, we would recommend looking at the Rhodia range to match your stationery!