When I say Cat Footwear you say…? Construction, probably. And that right there is why the Wolverine Worldwide-owned brand decided to put down (temporary) roots in New York City with its first-ever monogrammed storefront in the U.S. Open to the public from Oct. 21-29, the pop-up was located in a prime position in midtown Manhattan: on the corner of Lexington Avenue and 47th Street, where the estimated 25,000 people that pass by every day had a chance to stop in and check out the latest lifestyle collection including the re-launched Colorado boot, as well as some exclusives from the U.K. “We liked the location because it has a mix of professional New Yorkers who work in midtown as well as international tourists who are familiar with our brand,” explains Kelly Ballou, Cat Footwear’s director of marketing. “And the proximity to Grand Central Terminal was a huge plus!”
To generate excitement in the run up to the store’s opening, several events took place at the space, including a Spring/Summer 2015 presentation for editors and retailers, a performance by singer/songwriter and #Earthmover Tyler Hilton and a shopping night hosted by fashion bloggers Adam Gallagher and Sazan Barzani. “Each event targeted a different demographic and served a unique purpose,” Ballou notes, pointing out that the Tyler Hilton concert and the shopping night introduced the brand to new consumers. She continues, “We think it will have a lasting impact on sell through for our New York-based retailers who stock the brand year round. Most American consumers who were typically only familiar with our work wear were pleasantly surprised to learn more about the fashion/lifestyle side of our business. Many visitors were surprised by the range of shoes and boots the brand offered–and we were happy to surprise them!”
