Looking to spark buzz for its spring ’17 line, Caterpillar Footwear brought its Make a Scene Tour to Los Angeles retailer Sportie LA on Wednesday, showcasing its new lifestyle collection of day-to-night looks, as well as rugged styles for winter ’16.
The multi-city program supported a contest to win a custom pair of Cat Boots designed by mixed-media artist Ivan Orama. Social media and digital-driven initiatives are “key” strategies for the brand, Chief Marketing Officer Dani Zizak told Footwear News.
“Through activations like our cross-country ‘Make A Scene Tour,’ we’re creating content for these channels that is engaging and shows our brand in action,” Zizak explained.
Some options on display from the label’s spring line incorporate Cat’s proprietary EASE technology, which will be in 52 percent of Cat’s inventory — a percentage that will grow, according to the brand. The technology enhances comfort, absorbs shock and returns energy. Along with a comfort-focused push, the brand will continue to offer athleisure fare.
“We first saw the adoption of blue jeans and denim as an everyday style, no longer reserved for casual Friday,” Zizak said. “Now, we’re seeing that shift with footwear, not just as a passing trend, but as a way of life. Our Earthmoving consumer is young and driven, so we set out to deliver product that will cater to that 24-hour lifestyle while still being inherent to Cat Footwear’s bold point of view.”