Harley-Davidson, Inc.: Harley-Davidson Apparel campaign
Mariko FujinakaOverview
Since its inception in the early 1900s, Harley-Davidson, Inc., the U.S. manufacturer of heavyweight motorcycles, commanded a solid reputation and a following so loyal that it bordered on fanaticism. The Harley brand was so strong that it survived a decade of inferior workmanship, poor management, and increased competition in the 1970s. After teetering on the edge of bankruptcy, the company came back to life and enjoyed a resurgence in the late 1980s as Americans, particularly affluent males, discovered the allure of Harleys. Harley dealers were often sold out of motorcycles before they...