June 25, 2018
Beloved by fans around the world, the Harley-Davidson® brand stands for freedom, passion and authenticity. Oftentimes, merchandise serves as an entry into the brand, helping the company introduce people to the sport of motorcycling and build riders over the next 10 years.
It’s this idea that led Harley-Davidson’s General Merchandise (GM) organization to undertake over a year of research and planning to change the way the group develops and brings its products to market.
At Harley-Davidson’s Annual Dealer Meeting in August 2017, GM launched three new distinct apparel Collections designed to appeal to the specific tastes and preferences of a wider variety of customers.
For the GM organization, this new approach has meant a new way of planning, developing, designing and marketing.
For customers, it means a fresh approach to casual apparel and riding gear that will get them even more excited about the brand.
Like so many H-D® products, the new GM Collections started with the customer. The team collected and reviewed a lot of data surrounding purchasing habits, demographics and lifestyles. From there, they examined what customers liked and were buying and also identified gaps in their product offerings that would appeal to prospective customers whose needs weren’t being met. The result was three unique collections:
A fourth collection, H-D Moto – which features sophisticated styling, subtle branding and a modern fit – was launched in January and will be in dealerships in July.
“We are really excited about our Collections,” said Mary Kay Lee, Director of GM Product Portfolio. “We have been listening to our customers and our dealers, and we are confident that the Collections will appeal to current customers while also bringing new customers into the brand.
Apparel from the 1903, Garage and Genuine MotorClothes (Spring) Collections are now available in dealerships nationwide. Visit your local dealer for all the latest H-D® merchandise and accessories!