Rice: SoulCycle Merch Acts Like a Souvenir From a Great Vacation
Julie Rice · SoulCycle: Julie Rice & Elizabeth Cutler · Jan 7, 2019 · at 30:42
Julie Rice, co-founder of SoulCycle, explains the emotional attachment and consumer psychology driving demand for SoulCycle-branded apparel.
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“I always say that the merchandise at SoulCycle is almost like having to buy the t-shirt from the best vacation that you've just been on.”
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