Just look at the scores of Pinarello mounted, lycra clad weekend cyclists who might look like part of the Tour De France, but are clearly not paid cyclists!
What's becoming clear is that pro gear is now more accessible to the masses than ever before thanks to the internet and social media. It's easy for anyone to get up to speed on who has the best gear, how much it is and where to get it.
It's not a new strategy - Nike has been doing it for years, that is treating all of it's customers like they are athletes/pros. By doing this, Nike has amassed millions of people of all ages as consumers that can identify with their brand/products that are championed by athletes that perform at highest levels.
But what is new is the higher end, big ticket item categories are now using the same strategy - treating everyone as a pro. In fact, it seems the survival of high value niche products in our contemporary global marketplace is predicated by a brand positioning that is both elite and yet accessible to all with cash or a decent line of credit.
So move over David Bailey, I’ve got myself a new Nikon DSLR