RedWhite 2022/2023 Product Roadmap
Since late 2019, I have been executing a plan to trim the fat from RedWhite's product line. We used to sell (in addition to bibshorts) :
- Jerseys
- Baselayers
- Gloves
- Socks
- Bidons
I have written extensive about why I chose to trim these products from RedWhites catalogue here (Part 1) and here (Part 2). I recommend reading those 2 articles before continuing with this one.
In Part 2, I talked about 2021 being a year of consolidation. It has been successful and I am ready to share RedWhite's product roadmap for 2022/2023.
1) Trimming of The BIB range.
The most popular bibshort that RedWhite sells is The BIB Stealth. The next popular bibshort is The BIB. Demand for this is about 45% of the demand for Stealth. Below that is The BIB Navy which makes up 20% of the volume of Stealth.
Combined volume sold of The BIB and The BIB Navy since 2019 is less than the volume of The BIB Stealth.
Clearly customers value an all black bibshort that is minimally branded. What surprised me the most was the low demand for The BIB Navy. On hindsight, this should not have come as a surprise to me. It is rare to see a Navy bibshort on the road despite it being offered by many brands.
Based on this data, I will be halting production of The BIB and The BIB Navy. Capital freed from this will be redeployed into other projects.
Got thoughts about this trimming? Leave it in the comment section below.
2) Shorter Inseam Men's Bibshorts
RedWhite's Bibshorts have long inseams that make it not great for some riders below 170cm in height.
For example, a rider who is 80kg and 168cm in height would have to wear a size XL bibshort (weight is compressed over a 170cm frame). A size XL bibshort has an inseam that is about 12.5-13 inches. This causes the gripper to extend to the rider's knee.
To fix this, I will be introducing bibshorts that are 2 inches shorter in the legs and offering them as an option alongside the standard sizes. Sub 170cm customers can choose to purchase a shorter version of any size. For example, you'd have size XL (regular) and size XL (2 inch shorter) as size options.
I will be making this available exclusively in The BIB Stealth to gauge demand. If demand is strong, expect to see it rolled out to The Entry Bibshort and The Cargo Bibshort (Men's).
Estimated roll out date : Q3 of 2022
3) The BIB Thermal will be discontinued
Sales of The BIB Thermal has been disappointing. It is the worst selling product RedWhite has ever made.
It is a unique product that is useful in very limited conditions. The weather has to be too cold for regular bibshorts, but not cold enough for The Winter Bib Tights. This is likely the reason many customers prefer purchasing full length tights than these thermal bibshorts.
When I designed The Winter Bib Tights with Pad, I used a fabric that could handle a wide temperature range of 0°C - 15°C (32 °F - 60°F)**. This makes the long cut Winter Bib Tights a more versatile option than thermal bib shorts. Read the Winter Bib Tights product info.
I will stop production of these thermal bibshorts and only offer The Winter Bib Tights as part of RedWhite's Cold Weather Collection.
** Everyone has different tolerance to temperature. This recommended range is a guide and gives you the absolute max and min temperatures most riders can use these bib tights in. The closer you get to each limit, the less comfortable you'd be. Always do a weather check before riding during winter. Stay safe!
4) 3/4 Summer Bib Tights / Knicks
Not everyone likes bibshorts. Some customers have requested longer tights that end at the middle of their calves.
From feedback over the last year, customers have given 2 broad reasons for wanting to buy 3/4 tights :
- More fabric = more leg protection from the sun
- Customers in Muslim majority countries like Malaysia & Indonesia want 3/4 tights to bring an element of modesty to their body hugging cycling kit.
I am uncertain about the demand for this product. Will enough people want it? Nevertheless, I will be taking a flyer on this one and produce it in small quantities.
Expect to see it available sometime in late 2022.
If this is something you'd like to buy, leave a comment below.
****
RedWhite's product strategy is driven by both customer feedback and my own thinking. While I do pay attention to what customers want, I have to consider RedWhite's small capital size. This constricts me to invest in only the best product ideas that solves a true customer need while also driving long term revenue growth. If you have any thoughts about this blog post, please write that down in the comment section. Thank you!
43 comments
Wow some changes detailed here, clearly the results of long considered review of sales. Regardless of how much one or two people may love something, if it isn’t selling then consolidating is better than disappearing all together.
That said, I love the blue, the black is fine and all, but blue is a bit more stylish to me.
Inseam, I’d prefer longer to be honest, perhaps at 188cm I’m not a common customer. Maybe the 3/4 will be worth a try.
Some above asked to have slightly higher on the tummy, that’d be cool too.
Winter bibs, I do like the option of shorter length coupled with leg warmers that can be removed when it warms up. But as a separate line, if not selling then this may be an uncommon approach.
Love my red white bibs. Will buy more for sure.
I love the long inseam and is one of the many reasons I love your bibs, so super happy they will still be available in my black stealth colour preference.
I would love for your bibs to come up a bit more on the tummy. I belly breath and can push most bibs down over the course of a ride. Especially if it’s hot or on longer ride. For your bibs even 2-3 cm would help. This is a problem for a lot of riders I’ve talked to with very different body shapes. I’ve talked to riders who get bloated from extended periods of heat or exertion. Or ice cream stops in a specific case. Something to consider that would be super helpful.
I’m disappointed in the removal of the Navy color. I immediately went to order one, but they are already sold out. I understand the decision to focus on the most profitable models, but you can’t cut your way to growth (maybe you can achieve better profitability, but your line will get stale and sales will stall). Innovate! Take risks! Make mistakes! Refine and ride.
I’m sad about the blue bib short ending. I own one pair but will try to buy another before they end. I don’t own one of your thermal bib shorts but do own the bib tights and love them. I’d buy a pair of the thermal bib shorts before they are phased out because I like having options for the in between seasons.
Finally- YES PLEASE for the 3/4 length!!!
Really appreciate the incremental improvements, especially a shorter inseam!
I am a bit sad to see the Navy bibs go. The KOM bibs are already gone, and I loved them. Need everything be boring black? However, the logic of product range limits is absolutely understandable and a smart long term decision. Honestly not a fan of 3/4 length bibs…seems like a half-hearted compromise between bibshorts with leg warmers (which can be removed, even on the fly) and full length bibs. But the shorter inseam idea is something I like. I have long legs (relative to body), but for warmer weather would still definitely prefer 1~2 inches shorter. Excited for that. Thanks for being so open to feedback and making such awesome products Yuva!
I’m actually someone disappointed to hear the discontinuing of the BIB Navy. I’m newer to cycling in 2021 and got black to start. As I buy more items, I like some more color variety. I can respect why you’re doing it based on sales, but will admit that I’m bummed that I didn’t pick up a pair.
Regarding inseam length, I have no real complaints but slightly shorter is ok too. Coming to color, looking at the trend, blue isn’t sticking so well. I have a blue bibs, some how it doesn’t match so easily. Some others popular colors I am leaning towards are dull dark green, and beige. This is not just bibs, but for other clothing too!
White bibs look great, but I will leave it for MVDP exclusively.
I think all the product plans are sensible. I would be interested in the 3/4 tights. This isn’t exactly on topic, but I’m wondering if I’m the only one who wishes the stealth bibs generally were a little higher rise on the belly. I’ve got a little bit of a middle aged dad bod and appreciate bibs that hold my belly in a little bit. That’s my only input.
3/4 is what all the cool kids are wearing. I currently own a pair and live them in spring and fall conditions. Would definitely buy.
Hi Yuva,
Living in Western Canada riding through the winter is simply not possible. However, I would be interested in Bib Knickers, for those early spring, late fall rides. Knee warmers are just a PITA!
Keep up the one of a kind customer service!
Cheers, Les
I’m no good at giving the feedback desired because I love everything Red&white, to include the Thermal Bibs. I purchased the most expensive gear “Assos” to wear around my Red&White bibs.
I am a fan of the longer inseam. On the current bibs the only time a slight gap is evident is when standing, and that’s if the gripper is pulled low on the leg. While riding it’s not an issue at all. I am 177 cm. and 69 kg. I hate to see the shorts shortened and I wear a large!
based on some lady friends comments. they find it difficult to find good white ladies specific bibs .. this maybe on the extreme end of your 3/4 market for the unlimited countries.. but one worth considering..
I’m happy that you are cutting short the bib inseam! This will solve the flappy gripper above knee cap. Super excited for this!
As a pale rider a 3/4 or full length summer bib would be well received.
I’ve emailed you about it already, but I, for one, would actually like a longer inseam bib. The small is perfect for my weight (63kg), but it’s a bit short (I’m 175cm). Modern style, it should be noted, is for longer legs, almost to the knee—look at the pro peloton.
I’m excited for the lightweight 3/4 bibs/knickers and will immediately buy a couple of pair. They fill the niche for me where I’d wear warmers but are more comfortable.
I really like the openness and detail of the blog.