IDEA: How to Get Saks' Goats

Saks Fifth Avenue’s Wild About Cashmere promotion got fashion folks talking—by bringing goats to the Fashion Week tents, Central Park, and a 4,000-person shopping gala at the Saks flagship store. But who wrangled the furry guests of honor? That would be guerilla marketing firm the Michael Alan Group, whom Saks vice president of special events Caroline Dougherty charged with managing some of the more creative parts of the promotion. The first challenge was finding goats used to being around people. Springtide Farm in Maine, which hosts events and tours, brought eight goats to New York, where Saks put them up in the stables at the Claremont Riding Academy on West 89th Street. As the goats went from appearance to appearance—where models posed with them while two handlers followed to take care of any messes—their trailer was parked close by, so the animals could get back for water or rest. “It’s a lot harder to shuttle goats around the city than you might imagine,” Michael Alan’s Jessica Murphy told us, and we'll take her word for it. —Chad Kaydo
Posted 10.03.05