Interview | Karen Murray, President of Nautica and Their New Store

Ladies and gentlemen- exciting news! Nautica, one of our favorite brands, has opened its first doors to a store in SOHO in New York City. Karen Murray, President of Nautica took a moment to answer a few questions about the new location and about the brand. Take a look at the cool interior design of the store and the great clothes of course.

- Who is the Nautica man and woman?
The Nautica man and woman care deeply about style and the brands that they purchase. They seek many sources for inspiration, especially those with authority such as magazines, blogs and celebrities. Style is a tool that helps them to feel respected and be appropriate. They are driven, self-confident, action-oriented people who take charge of their days, their goals and their aspirations. They have a strong affinity for the water. For them, it’s a place to connect, have fun, be social and active. In their busy lives, the water is a place to get away from the grind and be their best selves.

- Why open a store now?
Two years ago the Nautica team embarked on a brand journey worldwide in an effort to better address the needs of its target consumer and refine their brand positioning. The results enabled the brand to resonate more with the target consumer, broaden its reach, and differentiate itself from other fashion brands. The SoHo store opening embodies the brand’s refreshed marketing and design strategy that was announced in February 2016. The new positioning: Reimagine Nautica - Inspired by the Sea, Designed in the City, celebrates the Nautica brand's home in New York City and its established nautical heritage.

- What are some of the key pieces in the Spring '16 collection we should seek out?
The men's selection offers updated outerwear in new fabrications, such as high-twist poly and water repellent cotton nylon as well as new elements such as engineered pockets and inverted pleats. You will see more wovens, sweaters, sport coats and pants that have been added to the collection to help consumers build head-to-toe looks. The women’s line includes timeless pieces that are versatile. You can expect to see day-to-night staples, like chambray shift dresses, tailored trousers, and modern jumpsuits, available in a feminine mix of neutrals and sea glass shades.

- Are there plans on opening another location in the near future?
We would love to, but our focus right now is building awareness and excitement around the SoHo store.


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