Harley-Davidson is an iconic brand that has defined the motorcycle industry for more than a century. In 2008, Harley's general merchandise sales brought in annual revenues of USD 314 million. The overall sales were USD 5.59 billion. Despite its status as a lifestyle brand, the company has had to weather the recession like any other. Harley-Davidson has shut down and consolidated factories and warehouses, ended its Buell product line, divested the MV Augusta unit, and come up with a long-term strategy of focusing exclusively on the Harley brand. The recession has made deep inroads into Harley's bike sales, with revenues down more than 20 % for the third quarter of 2009, compared to the same period a year earlier. Third-quarter general merchandise sales declined 15 %. Harley-Davidson also has found growth in international markets that have helped to boost sales. In countries such as Japan, sales have been stronger than in the United States. Sales of general merchandise which includes apparel and accessories such as toys, jewelry and gift items in such markets account for a larger share of overall company sales; 20 % versus 5.6 % in the United States. The company found success introducing riding apparel as an accessory as early as 1912. The market grew steadily, with the leather jacket making its first appearance in 1928. In the 1950s and 1960s the look and clothing of the American motorcycle rider became a part of popular culture. By the 1980s, the clothing lines had taken on a fashion twist, and later, when Harley-Davidson MotorClothes was created, the line was expanded to include men's, women's and children's leather jackets, casual sportswear and small leather goods. The company's goal is to own a major share of the rider's closet, from technical performance wear to sportswear; it is determined to maintain a position as a lifestyle apparel player and avoid being pegged into a narrow hole, such as a riding-gear provider.


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    Title :

    Harley-Davidson apparel riding high


    Additional title:

    Das US-amerikanische Unternehmen Harley-Davidson prägt seit über 100 Jahren die Motorradindustrie - der Unternehmensbereich Bekleidung wächst stetig


    Contributors:

    Published in:

    Apparel, New York ; 51 , 5 ; 6-8


    Publication date :

    2010


    Size :

    3 Seiten, 3 Bilder



    Type of media :

    Article (Journal)


    Type of material :

    Print


    Language :

    English