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Posts Tagged ‘Value’

motorcycle fashion historyNo one can deny the huge impact that the American motorcycle and biker sub-culture has had on the fashion industry.

Motorcyclists spend a great deal of money and effort to find protective gear that looks fashionably good, but there is a small minority who tarnish the sport.  You know the type…  stick-on bunny ears on the helmet or the camouflage trousers and the faux Mohawk that should’ve stayed with the 90’s punk bands.

I’ve been on a clothing hiatus for a while, but back in 2009, I blogged at length about motorcycle fashions with… Limited Edition Clothing; Motorcycle Style; Dressed For Summer and the FXRG Jacket Road Test.  For all the hype fashion gets, it’s truly irrelevant and a way for the untalented to stand out.  Because if you’re talented, it’s what’s on the inside that counts, right?!

This week my friends over at Bennetts provided me an interesting visual graphic on the Evolution of Motorcycle Fashion & Clothing.  Check it out HERE and take a tour through motorcycle clothing history.  Who knows, it might even help you distinguish between clothing features that are pure fashion and those that have some genuine protective merit.

If however, you wake up in the morning with the desire to stick on a Mohawk or those bunny ears then it’s probably best that you hand over your motorcycle keys because you are about to make a motorcycle fashion faux pas.

Photo courtesy of www.bennetts.co.uk

All Rights Reserved © Northwest Harley Blog

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Interbrands Ranking of the Best Global Brands

Brand impact.  That’s what H-D desires.

Trust and customer loyalty are the words that matter most in today’s economic market place.

Let’s recap the various statements made by CEO, Keith Wandell on the Harley-Davidson brand.  I found it interesting and thought you might too:

October 2009 — “As our announcement regarding Buell and MV Agusta indicates, we are moving with the speed and decisiveness required to bring our business strategy to life,” said Wandell.  “The fact is we must focus both our effort and our investment on the Harley-Davidson brand, as we believe this provides an optimal path to sustained, meaningful, long-term growth.”

January 2010 — “Focusing our investment behind the uniquely strong Harley-Davidson brand provides the most attractive path to sustained, long-term growth,” Wandell said. “We also expect to achieve substantial gains in the efficiency of our operations through continuous improvement.”

April 2010 — “Throughout the past 16 months we have taken a number of actions to address the immediate challenges and establish a bold, clear direction that will maximize our opportunities going forward,” said Wandell. “We have come a long way in a short amount of time, and I could not feel better about the progress we have made and where we are headed.”

July 2010 — “Despite the decline in second-quarter retail motorcycle sales, we believe interest in the Harley-Davidson brand remains strong among riders of all generations. In fact, Harley-Davidson is the U.S. market share leader of on-road motorcycles among young adults. We will continue to focus our resources on expanding the global reach of the brand and developing new products that will reach even more riders going forward,” Wandell said. “I would like to thank our employees for their continued hard work and support of our strategy.”

How’s all that brand focus working out Mr. Wandell?  Check it out.  According to Interbrands 11th annual ranking of the “Best Global Brands,” Harley-Davidson (#98) saw a decline of 24% in brand value!! For the first time ever, it nearly fell OFF the top 100 list of global brands.

Quick to provide an “interpretation” and point out their view of the pitfalls of Interbrands ranking system – Harley-Davidson spokesman Bob Klien stated“Given the financial focus of the Interbrand rankings, the results aren’t really all that surprising,” and then went on to say “It’s to be expected given the economy and the effect it’s had on the motorcycle industry and Harley-Davidson.”

Not that surprising.  Huh?  If it’s a financial focus let’s contrast the H-D brand with the auto industry which has had a difficult time in this economy too.  Mercedes Benz (#12) and BMW (#15) were able to sustain and build their value through innovative design and a focus on delivering premium value vehicles with luxury features. Award-winning products like the Q5 helped Audi (#63) lead industry growth this year with a 9% increase in its brand value.  Even the media’s preoccupation with the Toyota (#11) recall which caused the brand to lose -16% of its brand value was handled in a way that it out performed H-D!

What about other luxury brands?  Even with the economic downturn, luxury brands Cartier (#77), Armani (#95), Louis Vuitton (#16), Gucci (#44), Tiffany & Co (#76) and Hermes (#69) all saw the value of their brands increase in 2010 by continuing to invest in their heritage and legendary status. Outstanding customer service and a focus on unique in-store and online experiences allowed them to stay strong, even while consumers cut back spending.

Interbrand publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectations. Three key aspects contribute to a brand’s value; the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand to continue to secure earnings for the company.

The Harley-Davidson brand investment does not seem to be working.  Now what?

Photo courtesy of Interbrands.

All Rights Reserved © Northwest Harley Blog

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H-D Clothing Bundle

H-D Clothing Bundle

There are many who think the new Harley-Davidson Iron 883 (Dark Custom) is the most beautiful bike sans clothing, with U.S. press fawning all over the “back-to-basic” motorcycle.

Enjoying my Friday morning cup of “bucks” I thought how H-D marketing should offer limited editions of the machine with new clothing bundles to increase motorcycle sales.  H-D and fashion go hand-in-hand.  There isn’t much the motor company can do to improve the no frills design of the Iron 883, but having a few extra choices when it comes to what clothing gets draped over the bike is surely a good thing, right?

Call it the “Fashion Victim” series.  Offer up a complete pre-bundled look with the motorbike.  This turn-key and new way of expressing your individuality might appeal to the younger generation which the company desperately solicits.  Motorcycle clothing can be found in the most prestigious boutiques around the world, but think of the time you’ll save when H-D does the heavy lifting traveling the world of fashion and pulls together leading brand names in motorcycle wear and pre-packages them for your exclusive fashion statement.

There is precedence for this.  A couple of years ago MV Augusta designed a limited edition motorcycle (Hydrogen) specifically for Hydrogen Jeans.  Customers could order designer jeans or the motorcycle to match right online!

So, in keeping with this Iron and new clothing bundle theme it would include:

  1. Jacket: Levi’s blanket lined, Big E. Extra cost for lining worn out at right hip due to knife rubbing.
  2. Pants: Vintage Lee work pants via Ballyhoo Vintage.
  3. Shoes: Chippewa moc toe (very Irish!). Cordovan polish then mink oil make them look well worn.
  4. Gloves: Marmot
  5. Shirt: JCrew. If you don’t like a fake cowboy shirt from JCrew then it’s Sears Western.
  6. Belt: Billykirk Mechanic’s. Very cool hidden buckle avoids tanks scratches.
  7. Knife: Leatherman Flair. The only one offering a corkscrew. Dude don’t look silly carting around tools but can’t even open a bottle…essential.
  8. Glasses: JPeterman. Captures that Aermachi Club look.
  9. Dew Rag: don’t be caught naked without a snot-rag/potholder/coaster bandana. Or wearing instructions!
  10. Reading material: Snowboard Magazine (A fave to maintain “dude” speak)

Cost?  Of course undertaking a ‘Bianchi‘ like journey from Amsterdam to Chicago isn’t cheap, but I’ll let H-D determine the expressive value of the package and price accordingly.

Maybe I’ll go decaf tomorrow?!

Photo courtesy of 10engines.

All Rights Reserved © Northwest Harley Blog

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