Caterpillar products are suitable for a range of consumers and body types and have a proud heritage of shaping the landscape and are seen as earth movers, worn by bold leaders who are focused on shaping the future. Here’s an tete-a-tete with the spokesperson of the brand, Saraswathi Laxman.
How would you describe the brand?
Caterpillar is a brand which is over 100 years old. Drawing inspiration from the progress and innovation of Caterpillar(the equipment company), CAT now offers functional and lifestyle footwear, apparel and accessories designed for the active urban dweller of today. For nearly two decades, CAT footwear, apparel and accessories has been designing and engineering quality products that live up to the hard working reputation of the Caterpillar brand. One small boot collection has grown into an expansive line of men’s and women’s lifestyle range sold in more than 150 countries worldwide. CAT positioning is – Forged by Work. Driven by Life.
Who is a typical CAT buyer?
CAT appeals to a large base of consumers coming from different walks of life, both men and women. Today’s consumer is dynamic and wants to sport a different look, not only of different days, but many times in a single day. The rugged, authentic, tough, bold style, which reflects in every CAT product, appeals to a large number of this ever dynamic consumer of today.
What are three things a consumers know about CAT?
a. The heritage of the brand being an equipment company, the product design stems from the ethos of work.
b. The core attributes of the CAT brand are – authentic, tough, dedicated, dynamic and bold. Every product designed is a manifestation of the brand and reflects these attributes.
c. The consumers can expect a range of products for men and women in footwear, apparel and accessories designed and made with the highest levels of quality and workmanship keeping in mind today’s trends and style.
How would you describe the CAT style?
Premium. Rugged. Stylish.
Two CAT must haves?
The Colorado Boot and the CAT Original Fit Jeans are a must have in every wardrobe.
What should consumers look out for in 2013 as far as CAT is concerned?