Kohl's Center for Retailing

Harley Davidson: Hitting the road to reach the next generation of riders

THINKING BEYOND THE TRADITIONAL RIDER

How can Harley-Davidson attract the next generation of brand loyalists? This was the challenge extended to five Human Ecology students through a collaboration with the iconic, Wisconsin-based company and the UW–Madison School of Human Ecology Kohl’s Center for Retailing.

A group of people smile together in front of a presentation slide that says Harley-Davidson.
From left to right: Chung, Feinstein, Weeks, Dresselhuys, Beydoun, Dobson, Trester and Gregoire at the brand consulting project’s final presentation in Nancy Nicholas Hall.

“This project is unique because students don’t just study a brand, they experience it firsthand. By experiencing Harley-Davidson across these different environments, students gained insight into its origins, culture and the many ways riders connect with the brand. That deeper understanding became the foundation for imagining where the brand could go next.”

Laura Hensen, Executive Director of the Kohl’s Center for Retailing and the UW–Madison Office of Strategic Partnerships

Ruth Davis Design Gallery Window Display

The student team developed a window exhibit, bringing to life the Harley-Davidson brand and culture that keeps consumers loyal for decades, if not lifetimes.

With objects and images on loan from the Harley-Davidson Museum and Harley-Davidson Motor Company, this exhibition was made possible through a partnership with Human Ecology and the Nancy M. Bruce Center for Design and Material Culture.

Window display of Harley Davidson merchandise, with graphics created by undergraduate Human Ecology students. Harley Davidson text on the window in bright orange.

In the News:

Human Ecology students help Harley-Davidson rev up the next generation of riders

Orange and black Harley Consumers graphic with a venn diagram.
A slide from the students’ final presentation visualizes Harley-Davidson consumers in a Venn diagram. Through surveys and market research, the students defined the brand’s audience as Traditional Core, New Core and New Target consumers, noting that each group values customization and rebellion.

“The final presentation could have easily been a marketing meeting at Harley-Davidson! I was overjoyed to return to Nancy Nicholas Hall and see students thriving in an environment that had a profound impact on me as a professional and as a third-generation Badger.”

Michelle Gregoire ’95, Consumer Science alumna and Harley-Davidson E-Commerce Merchandising Manager