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By John Henley
Staff Writer
(Monday, Jan. 12, 2004 10:15 AM EST) |
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Showroom boutiques have now become commonplace at large Harley-Davidson franchises in cities all over the country. As the motorcycle company became an icon among middle-aged baby boomers in the last decade, executives at the company saw the potential in marketing accessories with the Harley logo to its customers.
In recent years, automakers have begun to follow suit. BMW and Lexus have been marketing items that carry their logo to their customers for some time.
The management at Cadillac is the latest to decide their line of cars could benefit from peddling high-end goods carrying its logo. From watches and briefcases to housewares, glassware and Callaway golf equipment, the Cadillac logo will be emblazoned on items that "are consistent with the image of Cadillac," said Mark LeNeve, general manager of Cadillac.
Pendleton, Nambe, Mont Blanc, Skagen, Danier and Callaway are just a few of the manufacturers contracted to produce merchandise with the Cadillac logo. There will reportedly be children's apparel as well.
"It's a natural outgrowth of our current positioning and the renaissance of Cadillac," LaNeve said.
Seeking out products and manufacturers that would appeal to Cadillac's upscale clientele was the job of Susan O'Callaghan, national sales promotion manager for Cadillac, and Chemistri, the advertising firm that handles Cadillac's national and regional adverstising. Identity Marketing Group was hired to work with manufacturers and ensure "program fulfillment."
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