Despite being conceived in 1903, Harley-Davidson and the motorcycle industry as a whole didn't really take off until after World War II. Many people rode motorcycles during the war, with Harley-Davidson itself supplying nearly 90,000 motorcycles to the U.S. military during this time. Many veterans chose to purchase motorcycles when they returned home because they enjoyed riding during the war and wanted to continue riding in their civilian lives. This generation known as "baby boomers" has quickly become the primary target audience for many of Harley-Davidson's marketing efforts. With increasing sales and growth of the industry, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most of the people associated with these clubs and gatherings, bikers generally had an image of being disorderly and noisy. The image of Harley-Davidson itself took a big hit because of the Hells Angels. They were a motorcycle gang wanting to become famous for "drug trafficking and other organized crime activities", which used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the industry during the 1960s. The motorcycle industry was really helped by the release of the Hollywood film Easy Rider in 1969. This film helped change the public's perception of bikers and sparked a surge in demand for motorcycles that lasts to this day. The motorcycle industry offers products that can be viewed as a luxury or desire as opposed to a necessity. When it comes to Harley-Davidson, most motorcycle owners purchased their motorcycles as a second vehicle, using them more on weekends and off-time than during the work week. This implies that motorcycles serve recreational purposes and are therefore an item that can sometimes be consumable. This has hurt the industry recently due to the mild recession the U.S. economy is facing. Another interesting thing to note about the motorcycle industry is the different appeal that motorcycles have in different parts of the world. In the United States for example, Harley-Davidson has achieved great success due to market trends and popular tastes. Harley-Davidson has benefited from a U.S. market that likes casual, recreational riding. This is not necessarily the case overseas, as in Europe the fashionable choice is a sleeker street bike, emphasizing speed and handling over power and comfort..