CONTACT: ELLIOT ASSOCIATES INC.

PAULA RENICK / (516) 671-4995

AMANDA GRZEWELSKI / (330) 372-5113

Search Report
DIRECTOR OF DESIGN – GENERAL MERCHANDISE
HARLEY-DAVIDSON, INC.

Company Background
Harley-Davidson has often been referred to as “the corporate Phoenix” rising from the ashes. Their methodical yet
meteoric turnaround in 1985 is legendary and part of a Harvard case study yet; this global icon has enjoyed a long and
rich American History. In 1903 William Harley and the Davidson brothers (Walter, William, and Arthur) of Milwaukee
sold their first Harley-Davidson motorcycles, which essentially were motor-assisted bicycles that required pedaling uphill.
Demand was high, and most sold before leaving the factory – interestingly enough, that remains the situation to this day.
Six years later the company debuted its trademark two-cylinder, V-twin engine and by 1913 with 150 competitors, Harley
was humming along.

During the 1920’s Harley took the lead in innovative engineering and introduced models with a front brake and the
"teardrop" gas tank that became part of their signature look. But when the Depression hit, it took a heavy toll on the
motorcycle industry and Harley became one of only two remaining motorcycle manufacturers. During this period, the
company survived through exports and sales to the police and military. Ultimately to improve sales, they added creative
styling features such as art deco decals and three-tone paint that helped to differentiate and excite the consumer with their
brand.

During WWII Harley continued to prosper from military orders and introduced new models to cater to a growing
recreational market of consumers with money to spend: the K-model (1952), Sportster "superbike" (1957), and Duo-Glide
(1958) were just some of the new designs. Success and growth were positioned in 1965 when the company went public
but American Machine and Foundry (AMF) bought the company in 1969. However, by the late ’70s, sales and quality
were slipping and so was their market share. Certain that Harley would lose to Japanese bikes flooding the market, AMF
put the company up for sale. Unfortunately, there was no buyer until 1981, when Vaughn Beals and other AMF executives
purchased it. Minutes away from bankruptcy in 1985, then-CFO Richard Teerlink, convinced lenders to accept a
restructuring plan and their historical turnaround was launched.

Facing falling demand and increasing imports, Harley-Davidson made one of the greatest comebacks in US automotive
history (helped in part by a punitive tariff targeting Japanese imports). Using Japanese management principles, still in
practice today, it updated manufacturing methods, improved quality, and expanded the model line. Harley-Davidson again
went public in 1986, and by the next year it had control of 25% of the US heavyweight-motorcycle market, up from 16%
in 1985.

Today, Harley-Davidson is the only major US maker of motorcycles and the nation's #1 seller of heavyweight bikes. The
company offers 32 models of touring and custom Harleys through a worldwide network of more than 1,300 dealers.
Harley sells attitude -- goods licensed with the company name include a line of clothing and accessories (MotorClothes)
that reinforce the brand message throughout the world. Headquartered in Milwaukee, WI, the company has grown into a
$5B global brand under the leadership of CEO and Director, Jim Ziemer, VP & COO, Jim McCaslin, VP General Counsel,
Gail Lione, VP Human Resources, Harold Scott, VP & Treasurer, Jim Brostowitz, VP Strategic Planning & New Business,
John Hevey, and the newly promoted General Merchandise Manager, Patrick Smith.

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The GMM of Motor Clothes is looking to round out his team and has engaged Elliot Associates, Inc to identify a creative
leader that will help inspire the design team across all categories ultimately enhancing both product and revenue.

Position Overview
Reporting to the General Merchandise Manager, Patrick Smith, the Director of Design-General Merchandise will be
responsible for managing the design process, including creating, standardizing and implementing all time and action
plans, creating designs to finished product for the general merchandise apparel and accessories categories. The position
includes both domestic US and international responsibility, and will require the necessary leadership to design, graphics,
and the technical design staff in order to produce high-quality general merchandise consistent with the brand image and
identity.

Specifically, s/he will be responsible for:

• Collaborating with Creative Direction and Product Direction to establish seasonal direction to teams for development
and help with direction on all product assortments.
• Guiding teams in ensuring appropriate product and graphic applications, techniques, and color ways that effectively
convey brand statement at retail.
• Maintaining awareness of specific riding needs and translating these at the appropriate technical level.
• Working collaboratively with all functional areas to ensure strong representation of product and brand consistent with
business objectives.
• Working to effectively integrate creative direction into apparel and accessory categories.
• Designing or managing design of apparel and accessory product to meet the objectives of product management
communicated through business line plans and creative direction.
• Allocating resources, contract or free-lance, and permanent staff to efficiently and cost-effectively handle workload.
• Working to ensure WEB PDM and Gerber systems are fully optimized.
• Directing all aspects of the creative process pertaining to product development; contributing to overall design
direction for international markets and developing graphics/concept boards to build brand awareness by international
licensees.
• Helping set design direction and overseeing overall execution – including: product; packaging; signage; graphics, etc.
• Maintaining leading edge market knowledge relating to trends in product offerings, and translating this knowledge
into styles appropriate for Harley-Davidson’s target customer.
• Creating designs consistent with the overall brand image.
• Maintaining awareness of appropriate industry standards and striving to design product that consistently meets these
standards.
• Keeping abreast of new and changing technology and methods that enhance current skill set. This can be
accomplished through continuing learning at outside classes, seminars, reading and other related training
opportunities.
• Finding ways to continuously improve processes and responsibilities in role (e.g.: creating, standardizing, and
implementing all time and action plans).
• Interacting with variety of stake holders via various communication mediums (written and/or verbal).
• Building a permanent staff of designers and graphic designers by selecting new hires with the appropriate level of
expertise, keeping in mind headcount and budget objectives.
• Counseling, coaching, monitoring, and appraising job results on a continuous basis.
• Supporting continuous improvement and development through the PEP process, and internal and external education
opportunities.
• Exhibiting leadership consistent with the corporate values.
• Helping achieve group objectives.

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Candidate Profile
The successful candidate is a design professional who possesses:

• A Bachelor’s Degree in Fashion Design, Fine Arts/Illustration, or Design.

• A minimum of 10 years of industry experience and a minimum of 5 years in retail/merchandising, with demonstrated
individual design success in career path.
• Proven working knowledge of branding with strong understanding of product development process.
• Experience working with outside licensees, freelance designers, suppliers, etc.
• An understanding of Harley-Davidson brand as an advantage.

S/he will also have the ability to:

• Work independently and as a member of a team.

• Manage multiple projects and to guide teams to complete projects within timelines.
• Clearly present information through the spoken or written word; read and interpret complex information; talk with
customers or clients; listen well.
• Take action in solving problems while exhibiting judgment and a realistic understanding of issues; able to use reason,
even when dealing with emotional topics; review facts and weigh options.
• Be tactful, maintain confidences, and foster an ethical work environment; prevent inappropriate behavior by
coworkers; give proper credit to others; handle all situations honestly.
• Prepare for emerging customer needs; manage multiple projects; determine project urgency in a meaningful and
practical way; use goals to guide actions and create detailed action plans; organize and schedule people and tasks.
• Act in accordance with established guidelines; follow standard procedures in crisis situations; communicate and
enforce organizational policies and procedures; recognize and constructively conform to unwritten rules or practices.
• Maintain high standards despite pressing deadlines; establish high standards and measures; do work right the first time
and inspect material for flaws; test new methods thoroughly; reinforce excellence as a fundamental priority.
• Develop rapport with others and recognize their concerns and feelings; build and maintain long-term associations
based on trust; help others.
• Adapt behavior to others styles; interact with people who have different values, cultures, or backgrounds; be of
service to difficult people; optimize the benefits of having a diverse workforce.
• Withhold actions or speech in the absence of important information; deal with unresolved situations, frequent change,
delays, or unexpected events.

Web Resources
www.Harley-Davidson.com
www.TheElliotGroup.com

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