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Posts Tagged ‘Mercedes Benz’

Maya Hansen at the Mercedes Benz Fashion Week — Madrid

Valentine’s Day…

Have you noticed that Barbie beauty standards have wormed their thick smoky eye shadow and shimmering red lip gloss way into the world of motorcycling?

It’s true, companies use scantily clad women in sexy poses, draped over the fuel tank to sell motorcycles.

Clearly, the advertisers think if you’re a male in the market for a motorcycle, then a woman fixing her hair and makeup in the chrome reflection, while wearing lingerie, a bikini or underwear is as important as the size of — the engine combustion chamber.  It’s the kind of situation in the dealer showroom one could only hope to find oneself in when purchasing a motorcycle.

Right?

We’ve all seen these so-called “perfect biker babes.”  They strap themselves into black leather bras, lean forward and pout with cherry red lipstick.  When they disembark the motorcycle they shake out bouncy platinum hair, adjust their cleavage and scan the area for a Glamour photographer in hopes of a modeling contract without even smudging their red lipstick.

Maya Hansen Clothing Line and NZI Helmets

Let’s transport back to the real world.

Photographers from Glamour are nowhere to be seen.  Because in reality, most women don’t spend much time draped across a fuel tank semi-clothed on a random motorcycle. Especially if there’s a camera around.  In all my years of riding, I’ve never seen a woman get off a motorcycle, shake out her hair, and be offered a modeling contract!

Breaking the stereotype — nobody looks twice when they see a woman riding a motorcycle these days.  Women don’t want to be objectified for any purpose and especially not for hawking a motorcycle.  The public’s perception that motorcycle riders are predominately male is ‘long gone.’

In fact, according to a 2018 national survey by the Motorcycle Industry Council (MIC), they found that among all age groups, women make up 19 percent of motorcycle owners, compared with less than 10 percent less than a decade ago. The survey found even greater ownership among younger generations.  With Millennials, 26 percent of motorcycle owners were women. Among Gen X, 22 percent were women.

Advertising sells products, but the ridiculousness of women draped over, like melted candle wax, awkwardly positioned a-top a motorcycle – is perhaps an easy way to grab attention to try and sell something – it’s not necessarily the best approach.

For equality, here is a similar motorcycle photoshoot, but with “perfect” men.

Photos courtesy YouMotorcycle, Maya Hansen and NZI Helmets.  Photos taken at the Mercedes Benz Fashion Week — Madrid, Spain.

Disclaimer: As I’m sure you can imagine, the internet knows no mercy when you misstep to be a perfect model of a human.  I mean no disrespect if you are, or are not perfect and certainly not looking for a stampede of angry followers accusing me of being tone deaf for the sake of generating clicks.  If you ask, I’ll candidly admit that I don’t have a clue about “What Women Want” when it comes to fashion.

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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