Harley Davidson Apparel planning 200 stores in fashion expansion

Motorcycle brand Harley Davidson is expanding its network of Harley Davidson Apparel stores across the Asia Pacific region, to appeal to non-riding aspirational customers.

It is working with clothing specialist G-III to open more than 200 stores in 42 countries over the next four years, with the first half dozen already open in shopping malls in China and India. G-III is also a regional distributor of fashion brands including Donna Karan.

Fresh Design International has developed the store format and customer experience for the project, after G-III developed a tender to run the stores. The agency has created Harley Davidson motorcycle dealerships around the world. “Fresh has vast experience delivering quality work for Harley-Davidson. They are incredibly well respected and known for their strengths in interpreting the brief quickly and delivering creatively,” says G-III president of sourcing and overseas offices Karl McErlean.

The agency carried out market research, designed and developed the store concept, detailing all of the components and specifications needed for the international rollout.

The research enabled all three parties to agree on a style based on the understanding that the brand appeals to a ‘cool’ urban audience. The design focuses on the consistent use of large branding and imagery, along with video and other moving images that capture key brand attributes associated with Harley Davidson: a spirit of freedom, rebellion and adventure.

“Together with G-III we have been able to create a store experience for the non-riding, aspirational customer that enables them to begin their love affair with the Harley-Davidson brand, and go on to become motorcycle buyers of the future,” says Fresh Design International co-founder and managing director Simon Wardle.

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