Women owning hogs (Harley Davidson motorcycles) took a gigantic leap in the last five years, up 29%. Harley Davidson has embraced this movement and will market even more heavily toward women. Harley has a microsite which offers a downloadable book to help with that, "We Ride".
This year, the company started giving women who are new Harley riders a ring designed by the founder's great-granddaughter. Local dealerships offer women-only garage parties where women can check out new models, clothing and accessories.
The video is the winner of "Bikes, Camera, Action!" which are two-minute films about women and riding, promoted by Harley.
Targeting Hog-Hungry Women
Harley Davidson Pumps Up Female Marketing
Trend Themes
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Female Harley Riders — More women are owning Harley Davidson motorcycles, and the company is increasing marketing efforts toward them, creating new opportunities for innovative products and services that cater to this demographic.
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Women-only Garage Parties — Local dealerships are offering women-only garage parties where women can check out new models, clothing, and accessories, presenting a unique opportunity for businesses to create products and services targeted exclusively toward this demographic.
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Women-centric Motorcycling Content — Harley Davidson is producing women-focused content, such as their downloadable book, 'We Ride,' which provides businesses with an opportunity to create similar targeted content for this demographic.
Industry Implications
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Motorcycle Manufacturing — Harley Davidson is increasing marketing efforts toward female riders, presenting an opportunity for other motorcycle manufacturers to create innovative products and marketing campaigns targeted exclusively toward women.
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Apparel and Accessory Retail — With an increasing number of women owning Harley Davidson motorcycles, there is potential for businesses in the apparel and accessory retail industry to create products exclusively targeted toward this demographic.
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Motorcycle Content Creation — Harley Davidson is producing women-focused content, which presents an opportunity for businesses to create similar targeted content for this demographic, specifically in the motorcycle industry.