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Case Study - Harleys

Harley’s is the premier men’s clothing store in Tyler, with a second location in College Station. Harley’s carries clothing lines usually seen only in larger markets, and offers selection often unsurpassed in those same markets.

Prior to working with cue:creative, Harley’s marketing focus was on the “store.” We shifted that focus to the Harley’s “style” by developing a campaign focused on The New Gent – the man who knows how to dress for every occasion with the success and lifestyle to prove it. The New Gent is described in detail on Harley’s new website and is also alluded to in the tag line “It’s easy to spot a Harley’s man”, which is present in all advertising, including print, internet, direct mail and television. The Harley’s Style is modeled by local men, which gives the audience real-life examples of the Harley’s man – a tangible image to aspire to, and a convenient place to start – Harley’s.

The outcome?

TV and print advertising created in the New Gent personality drives the public to Harley’s for special sales, as well as everyday shopping. At the same time, the consistent graphic style and quick clever copy of the campaign as a whole has made an imprint on the market area, making Harley’s an instantly recognizable icon.