Triumph held its first ever fashion show in New Orleans last night, in conjunction with the Transportation Revolution, the company’s dealership there. The show launched the new line of Steve McQueen–inspired T-shirts, and also featured the company’s latest lines of riding gear, casual wear and motorcycles.
While we admire Triumph’s attempt to pursue marketing outside its traditional mediums, we can’t help but wonder what would be possible if they put more emphasis into the effort. By the looks of it, influence, contributors and expertise drawn from outside the bike world could have brought the event greater credibility and impact. This limited scope doesn’t just affect Triumph, but the industry as a whole, with companies acknowledging the need to appeal to a wider audience but not demonstrating the will or commitment necessary to do so.