Revved Up
Harley
Davidson
I personally have
always been drawn to the muscle over import. That’s in the motorcycle
department of course!
The women are getting
more of the much needed attention from the impressionable Harley Davidson
staff. Harley-Davidson’s old target market of baby boomers is reaching an older
age of 60. They needed to transform the Harley image of revving bikes to a safer
product. By not leaving this market behind, Harley’s safer products are adding
to their customer pool. This brand has been commonly stereotyped into a brand
of mean looking men for a long time but Harley wants to take a different
approach. This hog is bringing a new product to market by increasing their
customer service to more of a personalized approach. This might be the best
thing to happen to this luxury brand.
The women are revving
their engines to this transformation. The campaign “real women riders”
are using house parties with a twist to develop a social aspect to the riders
by hosting garage parties. This is based off the idea of many Tupperware, Avon and
Mary Kay parties that our neighbors have thrown. By showing women the
independent, freedom and excitement of the Harley Davidson brand, they are
learning the basics like finding the right fit, how to pick up a bike or the
lifestyle of the brand.
This target market
requires a different type of customer service. When women are looking at buying
their first bike, they are looking into the details at all angles. Where do I
put my foot? What happens when I change gears and I did not decompress the
clutch? Do I need difference licensing? Men are looking to get more of a kinesthetic
learning approach by riding the bike instead of asking for the instructions manual.
Harley’s Garage Parties provide this calm environment with a bit of heat. By
living outside the box on a Harley, the women are a target market focused on by
almost all sectors of the economy; yet Harley is just now seeing this customer
behind the handle bars.
This focus is one of
the engines powering the driving increase of revenues all over the
world. Harley-Davidson is gaining market shares of 11% worldwide from last
year’s fourth quarter. They are also contributing this success to the increase
in service to the customers by making their dreams come true.
Most women right now
are looking to increase the amount of leather in their closet anyway they can.
The fashion trend that I can’t help but be a part of! Harley is a great excuse
for this.
www.canadianbusiness.com
Labels: Harley Davidson, Motorcycle, retail, Target Market, Women
posted by Birkley Doll at
11:25 AM
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