Why Fashion Brands Are Chasing the Pet Market

From H&M to Hermès, fashion brands are jumping at the chance to launch pet lines.

Today, pet parents can buy everything from bow ties to designer dog carriers from major luxury houses including Prada, Fendi, Louis Vuitton and Miu Miu. Last month, Sandy Liang announced a collection of matching human and pup bomber jackets and milled cardigans with Little Beast. Next April, True Religion enters the space with a collection of leashes, collars, toys and bedding through a licensing deal with Wiesner Products.

While clothing and accessories for four-legged friends are nothing new, more brands are venturing into pet care as the market grows in size. About one in five American households Adopt a pet during the pandemicAccording to the American Society for the Prevention of Cruelty to Animals (ASPCA), increasing the need for snacks, toys and bedding. Meanwhile, Fresh and frozen pet food category Brands like Nom Nom and The Farmer’s Dog have exploded, while drug companies have stepped up. Life extension technology research Now for pets, with a global pet economy that Bloomberg Intelligence Put in half a trillion dollars by 2030, more fashion companies are joining in.

True Religion has been working to move into the pet space for several years, CMO Kristen D’Arcy told Modern Retail. D’Arcy, Conn Joined the company as its first CMO. In July, she was eager to get involved, especially since she adopted her dog two years ago. (His dog, along with other True Religion employee pets, is featured in a campaign photo for the upcoming pet line.) “To be a lifestyle brand, you have to play in these adjacent spaces. has luck and opportunity, and that’s what we’re doing here,” said D’Arcy.

True Religion’s new collection includes everything from harnesses to cold weather accessories. Denim, a staple of True Religion products, is woven into some products, including bedding and bandages. “What customers have loved about the brand is our attention to detail,” said D’Arcy. “All those elements… you’ll see translated into the product line for pets.”

Going forward, True Religion will launch a new pet collection twice a year (once in the fall and once in the spring), D’Arcy said. These items will be available on True Religion’s website as well as through select wholesale partners in the apparel and pet spaces. The brand plans to promote the new pet line through an inspiring campaign featuring humans and their pets. Some participants will be True Religion staff and their dogs, while others will be pet owners, athletes and celebrities who spoke about the campaign. DRC estimates that a combined 100 participants (pets and humans) will participate.

Sandy Liang’s new dog and owner collection, which debuted online in November, includes colorful fleeces and beanies, many with bows or buttons. Like other luxury pets, it has prices in the double or triple digits. Styles vary from the Little Grass Fleece Jacket ($695 for humans, $88 for pets) to the Little Bumi Puffer Jacket ($965 for humans, $149 for pets). “Combining Sandy Liang’s feminine yet ready-to-wear designs with LittleBeast’s expertise in the pet industry, this line of winter outerwear and accessories is a dog mom’s dream,” A press release said.

In March, Tommy Hilfiger entered the pet space with its first dog collection. The line — created in partnership with dog product licensee Canine — offers preppy polos, branded hoodies and silk raincoats in the brand’s trademark colors of red, white and blue. Items range from a $30 Squeaky Rope Frisbee to a $150 Button Front Sweater. “Dogs are often seen as an extension of our personal style, self-expression and extended family,” Tommy Hilfiger. said in a statement On time. “This is an exciting project to bring this collection to life and connect with a whole new global audience.”

In addition to brands and designers, celebrities are starting to create pet lines themselves. In August, Martha Stewart started A line of six food formulas for dogs, cats and puppies at Chewy.com. In July, Snoop Dogg’s petwear brand Snoop Doggie Doggs announced It was expanding beyond Amazon and into retail with Petco, Healthy Spot, PetSmart, Kohl’s, Faire, Pet Supplies Plus and Wholesale Pet. Last September, Dolly Parton created Her Dougie Parton clothing line in partnership with Sport Pete Designs. It includes shirts, squeaky toys and a “blonde bombshell” wig.

Anna Andreeva, managing director of e-commerce and equity research for global brands at Needham & Co., told Modern Retail that while consumers may return for other items during tough economic times, they are less likely to spend on their pets. Will not decrease. “Historically, during recessions, it’s a very resilient type of demand,” he said. “Pet spending is more of a need than a need, so I think the sustainability of the space is why you’ve seen some of these new players come into that category.”

However, Andreeva pointed out, people are acquiring dogs at a slower rate than during the peak days of the pandemic, which has led to a drop in demand for some pet-related products. In fact, pet ownership rates for dogs had largely stabilized by 2022. According to the American Veterinary Medical Association. (On the other hand, the percentage of households with cats has increased over the past year.)

“The hard goods or supplies category is very responsive to new trends in pet ownership,” Andreeva said. “And when they’re down, it’s obviously not good for the category as a whole.” So I think it will be interesting to see how well these new players actually do with this category.

In fact, some major pet companies have reported. A slowdown in spending. Petco’s earnings lack of 0.5% year-over-year in the third quarter as consumers bought more than other categories such as commodities such as food and medical supplies. According to CFO Brian LaRose, Petco’s discretionary supply business was down 9% year over year.

“While we saw an increase in pet adoptions during the pandemic, along with the stimulus that facilitated discretionary spending, the current economic environment means that many “Consumers are becoming increasingly savvy in their spending and are actively looking for greater value,” said Ron Coughlin, CEO of Petco. said on an earnings call. “It is clear that we must adapt our business to meet the needs of consumers in this environment.”

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top