Automotive

IMMERSING INTO THE HOG COMMUNITY.

Iconic brands only remain iconic if they manage to translate their appeal to younger generations of tastemakers without losing what makes them unique. We unearthed how to make that work for Harley-Davidson in Japan.

From interviewing a group of hairstylists and Harley riders in Harajuku to visiting a guitarist’s man cave over whiskey, reminiscing about bikes and rock, we immersed ourselves in the mindset of Harley lovers to understand what needs to be protected at all costs as the brand ventures into smaller displacement motorcycles.

#Consumerresearch #Empathy #Ethnography #Qualitativeresearch #Japan

CONSULTANCY/AGENCY: ACCESS JP