ruiser customers are more about comfort and style then regular streetbike and sportbike customers. Cruiser riders want to look good when they ride. They’re the guys who stop in front of the reflective windows on the street and admire themselves on their bike. We know it’s true because we’ve all done it. These are the customers that are into details on their machines and on their apparel. That’s why it is essential for good sales to stock apparel that is cruiser specific.
     Many a metric dealer who sell streetbikes as well as cruisers have apparel stocked that is geared for the street and sportbike crowd but very little for the cruiser rider. Consider that the Arlen Ness line of leathers and apparel is targeted to the 35-65 year old rider who likes to be comfortable while they ride with great, classic styles that are not too busy. If you’re a metric dealer, you need to stock Arlen Ness leathers for that group. The Cruisers!
     Imagine a new or even a regular customer comes into your dealership. They look over the bikes to see what’s new. Where do they go next? Most customers look at apparel. Remember, Americans are shoppers and something new to wear is almost always on their minds. They see the usual lines of sportbike and classic biker jackets, which they probably already have at least one of. Then the Arlen Ness line catches their eye. They feel the fine quality of the leather, the broken-in feel; they see the detail work and superior craftsmanship. They have to try it on! They do. The jacket feels as though it was custom made just for them, it looks great in the mirror, and POW! They have to have this jacket! It happens almost every time. All you have to do to make the sale is have the jackets in stock so they can try them on. Arlen Ness leathers sell themselves.
     “While traveling the around the country I have found that the consumer loves the line of leathers we have created,” says Susan Steichen of Parts Unlimited. “Arlen Ness is a respected name that speaks of quality and class. Everywhere I’ve gone the response is the same, ‘Wow, this is great styling and extremely comfortable. I love the different look and feel of the jackets. Where can I get one?’ The answer is always, ‘At your local Drag Specialties or Parts Unlimited dealer.’ If you haven’t brought this line into your dealership you’re losing sales!”
     Stock up on Arlen Ness apparel today, and don’t forget the mirror!