Shinsegae Inter Secures License in Asia Region
Incorporating Motorcycle Culture into Lifestyle
Shinsegae International announced on the 28th that it has signed a license agreement with the American motorcycle brand Harley-Davidson.
Utilizing the brand DNA of Harley-Davidson, which has a 121-year tradition, it plans to launch the contemporary lifestyle brand ‘Harley-Davidson Collections’ this September. This agreement includes licenses not only for Korea but also for major regions in Asia. Shinsegae International aims to develop Harley-Davidson Collections into a lifestyle brand that the younger generation in Asia will enthusiastically embrace.
Harley-Davidson, which began in Milwaukee, Wisconsin, USA in 1903, is famous as a brand that established motorcycle culture by producing the finest bikes reflecting quality, innovation, and craftsmanship. Known as a symbol of adventure and freedom, it has gained overwhelming status and popularity in the global market. Harley-Davidson’s ‘bar and shield’ logo is recognized as one of the most famous and iconic logos worldwide.
The Harley-Davidson Collections launching this September targets not only customers familiar with motorcycle culture but also the 20s and 30s generations who resonate with Harley-Davidson’s brand spirit. Sales will focus on online platforms popular among young people and key offline stores in core regions, and differentiated pop-up stores will provide customers with a new brand experience.
Motorcycle culture has deeply penetrated the fashion industry, and leveraging Harley-Davidson’s globally recognized and iconic brand logo and heritage is expected to enable faster market establishment compared to new brands. In fact, leather jackets and rider jackets, known as representative biker fashion, have been adapted into various styles and have gained timeless popularity. Leather boots, jeans, and shirts are also frequently featured products in biker fashion.
A Shinsegae International official said, “Starting with pop-up stores in the second half of this year, the business will be fully launched from next year,” adding, “We will make Harley-Davidson Collections a lifestyle icon for the younger generation pursuing challenge, freedom, adventure, and individuality.”
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