Harley-Davidson's Retail Traffic Builers (1,171 words)

"Riders go to these events in the summer and recognize the setting," she says. "When they open the book, they see their world."

In an unusual catalog approach, men's and women's gear is mostly shown together.

Product descriptions are brief and to the point. Explains Hasley, "Owners identify with the brand, so little descriptive verbiage is required. Simple rally and product shots get the job done."