The rebranding follows an evolution of its apparel line from biker wear of black tee-shirts and boots to streetwear.
The main window display of its Orchard Road store features a life-size print-out of a woman tied to a spinning wheel with real knives stuck in spots precariously close to her. The in-store version has a life-size Harley man reading a novel while tied to a railway track with a train rapidly approaching. The visuals are part of Harley-Davidson's new 'Unrestrained' campaign that uses cliched scenarios of impending danger.
"The women's wear was brought into Singapore in the early '90s, however, no effort was made to bring the brand to a wider audience until three years ago," said Harley-Davidson brand manager, Dorothy Chan. She said the 28 per cent growth in turnover between 1999 and 2002 encouraged the company's latest branding investment.
Melvin Kuek, general manager of Rocket-X, Harley-Davidson's Singapore agency, said: "We had always wanted to take advantage of the strategic location of the store and create a window display that is not just cut-through but adds to the atmospherics of the store. The challenge was to create installation art within the POS."
Kuek said the POS push had generated plenty of interest and positive response.
The brand will follow its POS burst with advertising, direct mail and other POS displays in the third quarter.