Out of the Cocoon

Caterpillar Inc., the Peoria, Ill.-based construction machinery manufacturer, is reportedly about to open stores featuring its own line of Cat-branded casualwear.

The clothing line has not gained much attention in the U.S. up to now, other than the company's familiar logo hats — so Caterpillar is launching publicity campaigns in hopes of raising its profile in the apparel world.

On the other hand, in Europe – which accounts for more than half of Caterpillar's $900 million sales worldwide — the merchandise has become popular among young urbanites. The marketing campaign there deals with the reverse problem: raising awareness among European construction workers to connect the clothing line with the company's machinery.