As we kick off our 2011 PGA Merchandise Show coverage, we wanted to start with a bang, so we tracked down Canadian designers, Lauren Demerling and Sima Anvari, to give us an inside look at Catwalk Performance Artwear’s new look.
The dynamic duo have brought this brand from girl to woman, and the demand continues to grow.
Here is a quick Q&A with Demerling and Anvari:
This will be your third PGA Merchandise Show . . . tell us how the road has been breaking into the world of women’s golf apparel?
Yes, this is only our third PGA Show, but we started six years ago wanting fill a void in women’s golfwear, creating styles that really celebrate the female form. Since our styles are designed to be quite different than traditional golf apparel, we find it takes the buyers a bit to warm up to the new fit and styling we represent. We’ve found that once it is brought into the golf shops or retail stores, it is quickly embraced by the consumers who have been thirsty for something new, edgy and figure flattering.
How have you matured – as a company – over the past few years?
Over the past few years we have grown by really listening to feedback from sales reps, buyers and consumers, to get a better understanding of the needs in different areas – particularly from buyers in the southern states who recognize the need for greater sun coverage.
We have also introduced some versatile and crossover pieces that allow the consumer to purchase racerback, collarless styles that are great for yoga or tennis and easily convert to a golf-code-friendly polo.
What has been the toughest part of the journey?
Convincing the buyers that our line should not be slotted as only for young or fit women, but more for the confident woman. Catwalk is for the woman who is happy in her own skin and does not shy away from attention.
What are you doing to get the Catwalk name mainstream and in all of our local pro shops?
I don’t know that Catwalk will ever be mainstream, as it is not at all traditional – it has a very unique appeal. We are currently doing more advertising in local magazines and we are, of course, on Twitter and Facebook.
Where do you foresee the trends going this season?
Instead of thinking of where the trends are going … our consumer is going to grab a piece that they like, feel comfortable in and voila! It is trendy. Who needs to follow any codes this season?
For 2011 in particular, where has your inspiration been drawn from?
As always we are inspired by women who understand what we are doing to change the face of golfwear; women who are constantly looking for something unique and fun. We want to create artwork for the body using bright, upbeat colors with fun prints that are carefully placed to carve out a silhouette that makes every woman feel amazing.
How do you set Catwalk apart from the thousands of other competitors? Especially the larger and more established ones.
Catwalk stands apart from other manufacturers in that we really make every effort to provide unique designs. We do not offer a standard polo shirt that has been the uniform of golf for so any years. Most of our designs have numerous panels and seams, which help in carving out the silhouette. Our designs have a lot of angles and curves and there is a lot of precision sewing involved. Each piece is truly an art. Quite often, factories request we simplify our designs, but we hold our ground as we feel it is important to maintain the individuality of our style.
What exciting pieces do you have in store for fashionistas this year?
This coming Fall we will introduce some exciting lifestyle pieces to our line; which include a reversible coat, riding jacket, tops with soft fluid lines, as well as a beautiful, long-column skirt with bias cut detailing at the back. We also offer a short skirt, as well as pants, that will go easily from office to evening.
Tell us a little bit about your lifestyle/yoga line? When did this idea flourish?
The yoga/tennis line was a direct response to requests from buyers who wanted Catwalk flair for the tennis court and gym as well. We are offering four very different styles of tops, all custom-designed artwork for the body. We have a yoga and Capri pant in addition to a tennis skirt. I wanted each piece to have a distinct personality.
Please visit catwalkartwear.com for details on your local distributors