Scaling an icon's merchandise program across India's marketplaces
A legendary brand, a fragmented marketplace presence. We rebuilt the catalogue architecture, brand store and retail media system — and turned marketplace merchandise into a serious revenue line.
3.1x
marketplace revenue in 9 months
-42%
TACoS reduction
5
marketplaces operated
4.7★
average catalogue rating
The Challenge
Iconic brand equity wasn't translating online: fragmented listings, inconsistent imagery, thin A+ content and ad spend bidding against its own organic rank. Premium pricing demanded a premium shelf the existing setup couldn't deliver.
The System
Full catalogue rebuild with a keyword architecture mapped to rider intent; cinematic A+ and brand store rebuilt by Studio; portfolio-structured PPC with strict TACoS governance; weekly merchandising cadence synced to drops and riding season.
“They treat our shelf the way we treat our showrooms — nothing goes live that doesn't feel like the brand.”
Merchandise Program Lead · Harley-Davidson
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