08/25/2026
How can Harley-Davidson attract the next generation of brand loyalists? This was the challenge extended to five Human Ecology students through a collaboration with the iconic, Wisconsin-based company and the University of Wisconsin-Madison School of Human Ecology Kohl’s Center for Retailing.
With mentorship from alumni, the students worked as consultants—conducting consumer and market research and developing brand positioning. One stand-out pitch centered on a traveling, interactive pop-up experience called “The Harley-Davidson University Tour.” A semi truck would be transformed into a custom merchandise store. Inside, college students could learn about key parts of a Harley-Davidson bike via a colorful diagram, along with historical touch points of the brand, bringing the iconic Harley-Davidson culture directly to younger audiences.
Read the feature story: https://humanecology.wisc.edu/human-ecology-students-help-harley-davidson-rev-up-the-next-generation-of-riders/
Congratulations to the brand consulting team, from left to right in the first photo: Eliana Feinstein '26, Consumer Behavior & Marketplace Studies; Clara Weeks '26, Interior Architecture; Bryn Dresselhuys 'x'27, Consumer Behavior & Marketplace Studies; Julia Dobson '26, Textiles & Fashion Design; and Ava Beydoun '26, Textiles & Fashion Design.
Wisconsin Alumni