This summer, the Ruth Davis Design Gallery window will feature an iconic, American brand: Harley-Davidson. A Wisconsin born heritage motorcycle and lifestyle brand known for their close-knit rider communities, Harley-Davidson continues to build a brand with a culture that keeps consumers loyal for decades, if not lifetimes. During the Spring 2026 semester, five School of Human Ecology students were prompted by the brand through the annual Kohl’s Center for Retailing (KCR) Brand Consulting Project, to evolve the current go-to-market plan so that it better aligns with Gen Z consumers. On view, with objects and images on loan from the Harley-Davidson Museum and Harley-Davidson Motor Company, is the outcome of this collaboration and the plan developed by this cohort of students.
Read more about this project through the article below:
Human Ecology students help Harley-Davidson rev up the next generation of riders
The Nancy M. Bruce Center for Design and Material Culture values inclusion and access for all participants. Please contact Bo Owen, bo.owen@wisc.edu, or 608-262-1162 to make an accommodation request. Requests should be submitted at least 2 weeks before the event date.
