FOR MY DIGITAL APPAREL DESIGN CLASS, OUR TASK WAS TO MAKE TECHNICAL DRAWINGS FOR A HYPOTHETICAL COLLECTION PUT TOGETHER FOR HARLEY DAVIDSON. WE HAD TO EVALUATE THEIR TARGET MARKET, ANALYZE THE TRENDS WITHIN SAID TARGET MARKET, AND DETERMINE A HOLE IN HARLEY’S CURRENT STORE THAT WE COULD POSSIBLY DESIGN TO FILL.
MOODBOARD
CAMO
For this project I wanted to go in a women’s design direction and when I looked at their current website, I saw mostly designs targeted towards middle aged women. While that isn’t a bad thing, I knew that at the time vintage Harley Davidson was really popular with a younger demographic. Young people that liked the vintage “trashy” aesthetic that they used to go for in the 2000s. I wanted to make designs that catered towards both the main demographic that Harley Davidson goes for (middle aged bikers) while also providing a little something for the younger audience that is just into the trashy/vintage biker aesthetic.
Around the time that we completed this project, camo print was very popular, and I had noticed that Harley Davidson had none to be found (yet) on their website. This seemed like the perfect way to appeal to both target markets while also filling the hole that I saw.
