Talk about barking up the right tree.
A growing number of top-tier luxury brands and retailers are tapping into the burgeoning business of designer pet accessories, a nascent but growing universe that now encompasses everything from black marble Saint Laurent dog dishes and striped Thom Browne leashes to minimalist Prada raincoats and Versace dog beds in baroque patterned velvet.
More from WWD
Since dipping a toe into the pet category at the end of 2019, Ssense has seen sales vault 95 percent in 2021 compared to 2020, boosted by Millennials raising more money on their dogs, according to to Brigitte Chartrand, vice president of women’s apparel buying at the Montreal-based e-tailer.
CATTA AND CLAUDIA
“Since the start of the pandemic, there has been a big shift towards consumer lifestyle products in general, with more consumers working from home or in hybrid work models,” he explained. “Nearly 70 percent of Ssense employees are Millennials and prior to the 2019 launch, we also saw firsthand the growing focus placed on pets from our pet-friendly offering.”
Chartrand notes that “recognizable branding always performs well in womenswear and menswear, such as Burberry checks and Versace prints” and that it “translates easily to pet wear and often resonates with consumers.”
Cue items like bejeweled Prada dog collars with its telltale triangle logo, dog collars in natural bridle leather and tawny stripes from Hermès, and Marine Serre harnesses in denim printed with her signature crescent moon branding.
The global market for pet products, excluding food, is expected to grow by more than $10 billion between 2020 and 2025, when it is set to reach $36.89 billion, according to Euromonitor International.
“We see the opportunity in the pet accessory category, and continue to change the design and communication strategy for this vertical,” said Rodrigo Bazan, chief executive officer at Thom Browne, who entered the business for the fall of 2016. there’s a big dog offering that includes the Hector Browne V-neck sweater, a tribute to the designer’s dog and brand muse.
Respected
Browne’s extensive use of animal themes — up to and including dachshund-shaped handbags — translated into a “successful and desirable pet category for our business,” Bazan told WWD. “The unity of the two has been proven season after season as a growing core of the brand along with accessories and ready-to-wear.”
Browne sells a full line of pet accessories online, in its boutiques and through specialty retailers worldwide.
Like many brands, Dsquared2 entered the category relatively recently, collaborating with Milan-based Poldo Dog Couture on a collection that included logo-embellished hoodies, bomber jackets, vests with branded patches, and raincoats, as well leashes and bandanas as well.
“We saw a real opportunity here and took it seriously,” designers Dean and Dan Caten told WWD in an email interview, citing an enthusiastic reaction from consumers since the initial launch in September 2020.”In this collection, streetwear becomes comfortable, urban and luxurious and we are really happy to turn our dogs and friends into true fashion gurus, launching the second edition of the collection this year.”
Catens says designer brands are bringing a new level of quality and style to the pet clothing and accessories market. “The items in the collection are made with resistant and versatile materials, keeping the well-being of the dog wearing them at the center,” they said.
Valentino partnered with pet influencers including Bichon Tori and cat duo Taro + Zippo to get the word out about its Valentino Garavani Rockstud Pet project, which was introduced in October 2020 with a selection of bags that can be customized with an image of any animal by artist Riccardo Cusimano, with a product line that “exceeds expectations,” according to a spokesperson for the Roman fashion house.
Courtesy of Valentino
To meet the “popular needs and demands of pet owners,” Valentino Garavani’s range of accessories has grown to include backpacks, travel bags, and tote bags, along with sweaters, hoodies, collars, leashes and trash bag holders, the latter. objects decorated with metal studs. The brand recently created a pop-up in Japan dedicated to pet accessories, and a caravan in the US
“The project will now continue online and in selected boutiques with a wider range of products. We expect a continued increase in turnover related to these products, in line with the global trend in the general market,” said the Valentino spokesperson.
Retailers cite healthy consumer interest in pet accessories from popular designer names and luxury houses, as well as specialty pet brands.
Selfridges introduced a small range of pet products in August, and has so far focused on independent, more sustainable brands.
Courtesy of Selfridges
“We work with smaller businesses like Lish, Kintails and Cheshire & Wain — all designed and made in the UK,” says Eleanor Gregory, home and gift buyer at the British retailer. “Lish in particular continues to be one of our top selling brands, with exclusive designs and ranges. We are also increasing our luxury range with curation of brands.”
Selfridges trialled a small range of pet accessories in August 2020 in response to the increase in pet ownership during the lockdown.
“Initially we worked with a handful of brands but sales were strong, peaking around Christmas,” says Gregory. “Gifting continues to be the biggest driver for pets, with clothing and toys performing best. Since last year, we’ve increased our buying by more than 30 percent.
Chartrand told Ssense of healthy and growing demand for pet collars, leashes and outerwear. “As we’ve seen in other categories, consumers want to buy products that offer quality balanced with compelling design details. Whether it’s decorative food containers from Boo Oh or luxurious doghouses from Pets So Good, brands are pushing the boundaries with design-forward products,” he said.
In his view, both specialist dog brands and luxury fashion houses have their own turf: the former for more technical products such as serving dishes and houses for dogs of different sizes; the latter for allowing pet owners to express “their individual style, brand loyalty, and their dog’s personality through clothing and accessories.”
Respected
“We always aim to innovate and push our offering across all departments to offer established brands alongside emerging designers, and we’ve taken the same approach with Ssense pet wear. Our buyers worked with emerging talent who weren’t necessarily creating pet wear at the time to commission exclusive collections from 032c, Ashley Williams, Marine Serre, Collina Strada and Stutterheim,” he said.
Chartrand noted that nearly 80 percent of Ssense’s audience is between the ages of 18 and 34 years old, “with this demographic spending more on their pets.”
Italian fashion brand Sunnei, showing at Milan Fashion Week, is the latest to enter the fray, offering a range of hoodies, T-shirts and trench coats for dogs, many in bold stripes and all with well-known branding.
The pride of its campaign is the pet selfie, with a corgi, French bulldog, dachshund and Weimaraner among the breeds caught in the act.
Respected
And thanks to Moschino, dogs can now eat from a ceramic bowl branded as couture.
Last week, Moschino said its creative director Jeremy Scott took Moschino classics, including biker jackets, and “reinterpreted them for the stylish pet.”
The Moschino Pets collection spans 14 clothing items, plus accessories such as collars and leashes, sold on the brand’s website, in Moschino boutiques, and department stores including Selfridges.
Respected
SEE ALSO:
How Dog Clothing Performs During Quarantine
Precious Pup Reveals Latest Collaboration
Fendi Unveils Pet Travel Line
Best of WWD
Sign up for WWD’s Newsletter. For the latest news, follow us on Twitter, Facebook, and Instagram.
