Rides, Rallies and Events Recap

Gail’s Harley-Davidson Spring Fashion Show

Written by  April 30, 2005

Long-time Harley-Davidson riders remember when Harley apparel consisted of black T-shirts with a dealership logo on the back. The “new spring line” sported different designs on the front or maybe even a new dealership logo. The clothing rack was likely to be in one corner of the showroom floor that might have been in the same room with the service department. Harley-Davidson has come a long way, and so has their Motorclothes™ line! Harley dealerships of the Twenty-First Century typically have large areas dedicated to the sale of clothing and other general Harley merchandise.

The company’s 2004 Annual Report quotes Ruth Crowley, Vice President, General Merchandise as saying, “Harley-Davidson General Merchandise is about connecting with customers at all levels. Out on the road, Motorclothes apparel allows for unmatched self-expression in functional riding gear. And our fashion apparel and other branded products let our individuality shine through long before—and after—the ride.”


Speaking of connecting with customers, Gail’s Harley-Davidson does just that in many ways. For example, customers were invited to wear “Harley business” attire to a Spring Fashion Show on Thursday, April 14, at the dealership. Tasty finger-foods and beverages were provided, as was an opportunity to view new items from the spring and summer Collections. When planning the event, Dani Schmill, MotorClothes Manager at Gail’s, chose not to employ professional models. Instead, clothing for adults and children was modeled by store employees and their children, customers and friends of the dealership, and members of the American Heartland Chapter of Harley Owners Group. They did a great job of showing off some very cool apparel for an appreciative audience. Those who chose to shop that evening were treated to double customer appreciation points.

The show concluded with a surprise treat, a performance by the Belton High School Dance Team dressed in Harley clothes. The young ladies who had just returned from Jefferson City performed a high-kicking dance routine to a medley of biker anthems kicked off by Steffenwolf’s “Born to Be Wild.” These energetic “biker babes” were a crowd favorite.

Thanks, Gail, for the invitation! Congrats to Dani for putting on a great show. Thanks also to models Mark, Christaine, Hayden, Cody, Bob, Cowgirl Lindsay, Collin, Chrystal, Savanna, Lundin, Lonnie, and announcer Roger. We’ll be looking forward to the next show—fall and winter fashions perhaps?

Story and Photos by Stripe