Shinsegae International signed a licensing agreement with Harley-Davidson®
- Harley-Davidson® 121-year heritage reimagined as a contemporary fashion brand
- Aiming to grow sales by expanding in key Asia markets.
- Combining moto-culture and lifestyle to secure brand loyalty and expand to younger generations
Shinsegae International announced that the company signed a license agreement with Harley-Davidson®, a U.S. based motorcycle brand, on the 16th of this month. The company plans to launch a unisex contemporary lifestyle brand this year, which is based on the 120-year history DNA of Harley-Davidson.
Harley-Davidson’s license business with Shinsegae International is expected to have high growth potential with the opportunity to expand beyond Korea. Shinsegae International aims to foster Harley-Davidson as a lifestyle brand that younger generations in Asia are enthusiastic about.
Harley-Davidson, which started in 1903 in Milwaukee, Wisconsin, is well known for defining motorcycle culture by creating the best bikes that reflect quality, innovation, and craftsmanship. The brand is known as a symbol of adventure and freedom, having gained world-wide popularity. In particular, the Harley-Davidson “bar and shield” logo is recognized as one of the most famous and iconic logos in the world.
Shinsegae International will launch Harley-Davidson in September this year. The target audience is not only those customers who are part of moto-culture, but also younger generations in their 20s and 30s who associate with the spirit of the brand. Shinsegae International is planning to sell through online platforms that are younger-generation friendly and offline stores in key cities. Moreover, it plans to provide reimagined/elevated brand experiences to customers through differentiated pop-up stores.
The industry is expecting Harley-Davidson to be a catalyst for the growth of Shinsegae International’s licensing business. Since moto-culture is already a big part of the fashion industry, the globally well-known “Harley-Davidson logo” will help the brand settle in the market faster than other fashion brands.
In fact, leather and biker jackets that are known as representative biker fashion have been transformed into a variety of styles and have gained timeless popularity. Leather boots, jeans, and shirts are also products that frequently appear as biker fashion, celebrating moto-culture.
Shinsegae International plans to quickly increase sales volume by producing jumpers, jackets, leather goods, and T-shirts that portray Harley-Davidson's DNA as its main product line. Another advantage is that K-fashion is receiving good responses across Asia, which provides the opportunity for expansion beyond Korea.
“Starting with pop-up stores for the first season(24FW), Harley-Davidson will get into full swing starting from next year.” An Shinsegae International official mentioned. “We will make Harley Davidson, a symbol of moto-culture and a lifestyle icon for the younger generation that are seeking for challenge, freedom, adventure, and individuality."