Selling on Amazon is what every retailer looks forward to, but the US-based Harley-Davidson doesn’t think so!
The American motorcycle manufacturer, which sells merchandise under its Harley-Davidson brand, is no longer selling any branded clothes on the e-commerce stalwart’s website.
The brand has said that selling clothes on Amazon is weakening sales at its own dealers. This was confirmed to media by Jochen Zeitz, CEO at Harley-Davidson.
The CEO added that Harley was looking to have a completely integrated, digital e-commerce business with its dealers and Amazon wasn’t helping the cause.
Amazon has not commented as yet on Harley’s move.
Here it is important to state that US fashion retailer Nike too had stopped selling apparels and shoes on Amazon in 2019.
In these tough times, every retailer is working on new business strategies. It’s no different at Harley-Davidson, which too is working on transformation as the firm has been struggling with sales in its US market for some time now.
In this regard, Jochen had created the role of Chief Digital Officer so as to help the company revamp its online retail platforms.
Harley-Davidson licenses and markets merchandise under its Harley-Davidson brand, which includes clothes, home décor and accessories, amongst others.