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
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.