×
2 817
Fashion Jobs
BOOHOOMAN
SEO Manager
Permanent · MANCHESTER
AESOP
Cybersecurity Operations Manager UK
Permanent · London
BOOHOOMAN
Senior CRM Executive
Permanent · MANCHESTER
HARRODS
Buyers Clerk (Food)
Permanent · LONDON
HARRODS
Lead Art Editor
Permanent · LONDON
JOHN LEWIS
Brand Experience Manager
Permanent · HIGH WYCOMBE
JOHN LEWIS
Section Manager – Training
Permanent · MILTON KEYNES
SUPERDRY
Internal Audit Manager
Permanent · CHELTENHAM
ESTEE LAUDER
Clinique - Consultant - Selfridges, London - 15 Hours, 2 Days - Part Time, Permanent
Permanent · Londres
ESTEE LAUDER
Tom Ford Beauty - Product Manager (Fragrance)
Permanent · Londres
ESTEE LAUDER
The Estée Lauder Companies - UK dc Warehouse Operative – Goods in (Tuesday-Friday 06:00 - 14:00 & Saturday 08:30 – 16:30)
Permanent · Fareham
AESOP
Retail Consultant | Full Time | Aesop Northcote Road, London
Permanent · London
AESOP
Retail Consultant | Part Time | Aesop Northcote Road, London
Permanent · London
AESOP
Retail Consultant | Full Time | Aesop Richmond, London
Permanent · Richmond
AESOP
Retail Consultant | Part Time | Aesop Richmond, London
Permanent · Richmond
BOOHOO GROUP
Warehouse Operative - 3on/3off - 14:00-02:00
Permanent · CRICK
COAST
Art Director
Permanent · LONDON
BERSHKA
General Manager - Bershka Blanchardstown
Permanent · DUBLIN
ZARA HOME
Zara Home White City - General Manager (Maternity Cover)
Permanent · LONDON
SELFRIDGES
Finance Systems Analyst
Permanent · LONDON
URBN
Urban Outfitters Performance Marketing Manager - London, UK
Permanent · LONDON
HARRODS
Senior Buyer's Clerk - Accessories
Permanent · LONDON
Ads
Published
Nov 19, 2018
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

UK consumers switch on to pet clothing as brand opportunities expand

Published
Nov 19, 2018

In normal circumstances, receiving a release containing survey results that show 44% of UK consumers would like to wear an outfit that matched whatever they might dress their dog in might be dismissed as a gimmick.


Savile Row Company



But coming in the same month that Moncler has launched its Poldo Dog Couture Couture collab, there’s clearly more going on here. The human-pet crossover market is booming and is a particular opportunity for the luxury sector as Millennial pet owners in particular prioritise spending on their pets.

A survey of 1,000 UK dog owners by tailoring specialist Savile Row Company showed 40% of them spending more on their dogs than a member of their immediate family, 65% classing their dogs as a ‘member of the family’, 44% prepared to wear matching outfits with their dogs and the same number wanting to ensure it’s ‘real’ fashion rather than a novelty costume.

Clare Hamilton, canine expert and first opinion vet, said that this classification of dogs as being a member of the family explains the human need to anthropomorphise pets by dressing them in outfits, something 75% of the surveyed owners admitted purchasing, even if only for one-off events such as Christmas.

The survey is all part of the the company’s publicity campaign for a competition that’s offering consumers the chance to win a made-to-measure shirt for themselves and one for their dog with the option of custom embroidery on the cuffs.

And yes, that's clearly a marketing initiative. But the competition comes just a few days after a more concrete step into pet fashion by a big name, with Moncler having announced the launch of its collaboration with Poldo Dog Couture as the latest step in its reinvention of its ranges under the Genius tag. 


Moncler



The new collection includes classic down jackets in new nylon laqué colours and waistcoats in the colours of the French flag.

And the trend is impacting beauty too. Only last month we heard that British organic skincare brand Ila-spa was preparing to launch into the petcare market with a line called Ilapet. This includes Peaceful Pooches (a rescue remedy), plus Shampoo and Paw Wash, and Doggy Mist. The products are designed both to calm and to clean dogs.

Mintel said recently that the UK pet products market should be worth £1.7 billion this year but would rise to £2.1 billion by 2023 with non-essential products seeing fast growth. 

Copyright © 2022 FashionNetwork.com All rights reserved.