Harley-Davidson Motor Company announced that it has entered into an agreement with G-III Apparel Group Ltd. for G-III to design and distribute Harley- Davidson lifestyle apparel throughout Asia. The collaboration is in sync with Harley-Davidson’s long-term strategy to build next generation of riders through lifestyle apparel. Under the agreement, G-III will develop a network of Harley-Davidson apparel stores in the Asia Pacific region.
The first store was launched on 1st February 2018 in Shanghai, China at the new Aegean mall, followed by two more stores now open in India in Siliguri, West Bengal and Imphal, Manipur.
“Rather than wait for people to find us, or to embrace two-wheelers, we plan to go where they are, using apparel as an accessible way to jumpstart their journey with our brand,” said Marc McAllister, VP of International Sales Markets. “Through a combination of brick and mortar retail and online stores, we could reach millions of people that have yet to engage with Harley-Davidson, which ultimately means a brighter future for our company and our dealership network in the region.”
The lifestyle apparel-focused stores are aimed at 18 to 35-year-olds who seek what the Harley-Davidson brand represents - authenticity, freedom and a form of self-expression. Based on location, anticipated volume and other retail factors, the stores will come in three different formats, including a large mono-brand store with a footprint of up to 120m2, a medium sized shop-in-shop format with a footprint of 60-80m2 that may sit within another major retailer, or a smaller format with a footprint of 25 - 40m2 that may sit within another retailer or be a pop-up store.
“G-III’s expertise in the market and category makes them an ideal partner as we pursue our plans to grow Harley-Davidson’s international business to 50 percent of annual volume,” McAllister added.
“We are thrilled to partner with Harley-Davidson on the brand’s Asia Pacific expansion,” said Jeff Goldfarb, Executive Vice President of G-III. “The iconic American brand has come to symbolize the freedom and possibilities of the open road, and we are excited to help extend its reach to the global audience.”