Harley-Davidson launches its 2003 European Motorclothes lines this week with collateral by MHG Design, as the company moves to broaden its products’ appeal to a wider, non-biking audience.
The consultancy’s work, which encompasses catalogues, mood booklet, pre-mailers, garment tags, postcards, banners and posters, will launch worldwide this week.
According to Harley-Davidson marketing manager Debbie Wiggins, the project marks a move away from the traditional focus to a more lifestyleand fashion-oriented approach.
‘We wanted to make sure that the catalogue wasn’t just for the people who ride the bikes,’ says Wiggins. ‘We want [to target] people who are interested in our brand from a symbolic and fashion point of view.’
Harley-Davidson, which celebrates its 100th anniversary this year, has seen an increase in women riders and the work reflects the fact that its audience is ‘not just big boys and their toys,’ Wiggins adds.
MHG Design worked to a brief to reflect the ‘bright colours that feature in this year’s clothing range’ and the ‘gritty rawness of the iconic brand,’ says MHG Design general merchandise marketing manager Stuart Grunsell.
Photography, by Neil Emmerson, was shot on location in the California desert.
Grunsell says the aim was to capture a very natural quality in the photography and situations.
‘The intention was to move perceptions of the Harley-Davidson brand away from its classic black leather, chrome, steel iconography into a brighter, more colourful phase that better reflects current corporate values and beliefs,’ he explains.
MHG Design was appointed six months ago on the basis of previous work for the company.