Harley-Davidson Display Kick Starts Sales of Jeans

Before bikers "get their motors running and head out on the highway," Harley-Davidson wants to make sure they're dressed for the part. "We've tried jeans before but our dealer network has never had great success selling blue jeans. Our dealers were not merchandising the jeans right," admits Pamela Flasch, product manager for accessories and motorclothes for Harley-Davidson. That was before the advent of the dominant Biker Blues blue jean display. The result is a veritable testimonial to the value of P-O-P.Flasch explains, "You have to be able to stock the colors and the sizes. You've got to be able to stock the inventory. The display gives dealers the tool to make them successful in selling jeans." Success, Flasch says, translates into a campaign that has seen actual sales exceed projections by nearly 40 percent.Milwaukee-based Harley-Davidson re-introduced the motorclothes line through 17 participating dealers. The May 1994 test featured a distinctive display with an unprecedented footprint measuring 17 square feet. It was specifically designed, in conjunction with Rolling Meadows, Ill.-based Robert Nielsen & Associates Ltd., to uphold the Harley heritage. The display that met the motorcycle manufacturer's strict standards is crafted of rugged distressed wood with customized slatwall ends that maintain a consistent appearance on all sides. Fully exposed, railroad baggage-cart wheels enhance the fixture's theme and provide a critical function. They allow dealers to easily maneuver the display so constant light doesn't fade the jeans.Harley-Davidson's May test evolved directly into a permanent, dealer-wide program. Biker Blues displays single-handedly resolved past merchandising problems by providing the impact necessary to move and store product.The innovative display holds 300 pairs of jeans in selected sizes and colors. The slatwall on each side lets dealers stock complementary accessories such as T-shirts and belts.Harley-Davidson's dungarees and related motorclothes are sold exclusively through their 600 domestic dealers and will soon become an international presence infiltrating the worldwide dealer network.The practically instant success of this campaign has lead Harley-Davidson to penetrate the somewhat smaller, but still worthwhile, women's market. Flasch reveals that 25 percent of Harley enthusiasts are women.The new women's version of the Biker Blues display reflects that fact by accommodating only 100 pairs of jeans. It also has an area for accessories such as fashion tops. This mating display is intentionally designed to coordinate with its male counterpart to give the motorclothes store a uniform yet unique look.

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