The company is currently speaking to agencies with strong fashion and retail trade press contacts and those handling apparel and fashion brands ahead of Cat and Dockers 2004 spring/summer travel goods ranges.
It plans a two-pronged media relations strategy, building awareness initially among travel goods and accessories buyers through the trade press, followed by a consumer drive in fashion and lifestyle titles.
‘We may well appoint two different agencies,’ said Chris Theobald, UK managing director at Navigator, which has held the licence for both Cat and Dockers in the UK since 2002.
‘The task of generating interest from consumers is very different and broader. We have very broad and diverse requirements,’ said Theobald.
‘We need somebody with a clear understanding of starting with something that is not specific and then adding focus to that,’ he added.
Although Cat and Dockers are both established international brands they have not had a significant marketing push in the UK of late, necessitating an initial PR campaign to educate the market.
‘Cat and Dockers have been grossly undersold in the UK, This is the first concerted drive to raise their profile,’ said Theobald.
‘Advertising is not part of our immediate plans but is in the medium to long-term. Before that we need to generate interest and create a discourse.
‘The aim is to get questions posed to us and then see if we can come up with the right answers,’ he added.
Theobald expects retailers of travel goods and accessories to experience a boost in sales over spring and summer in 2004 as the travel industry continues to bounce back after 9/11.