Rising “pet lovers” love Gucci and Marine Serre and do deals with brands
The pet economy is booming globally. Seventy percent of American familiesor about 90.5 million households, own a pet, according to 2021-2022 data from the American Pet Products Association (APPA), up 67 percent from 2019. In the UK, there are about 34 million pets, where 3.2 million households have acquired a new pet since the start of the pandemic, according to the Pet Food Manufacturers Association (PFMA). The market is also exploding in Asia, with China overtakes the United States Pet ownership briefly took place in 2019, according to a review of Population of the World.
This creates new opportunities for luxury brands and creators. Intelligent pet owners, able to combine cuteness with clever artistic guidance and a unique perspective, have turned their adorable cats or dogs into social media stars that rival the earning power of some of the most prominent human creators. Fashion and beauty brands are now sensing an opportunity to attract highly engaged consumers who want to decorate their pets in a way that reflects their aesthetics and values.
Only a few premium brands, such as Aesop and Kiehl’s, have historically sold pet products. But the market is growing: In March 2021, hair care brand Ouai launched a $32 shampoo for dogs and cats. Cosmetics store Lookfantastic, owned by The Hut Group that also owns Cult Beauty, introduced pet care in mid-2021. Gucci, Celine, Tommy Hilfiger, Hugo Boss and Christian Louboutin launched pet products this year.
German multi-brand retailer Mytheresa added pets as part of a new lifestyle in May. Tiffany Hsu, Vice President of Fashion Buying at Mytheresa, says there has been “high demand” for brands including Gucci, Prada and Moncler, “mostly in apparel and collars.” “Customers who buy luxury items for themselves also buy luxury pets, but not necessarily from the same brands.” This week, Mytheresa launched Christian Louboutin’s Loubifamily collection, which includes items for dogs.
Brand campaigns and deals
Bobby, a rare mix of Italian greyhound Chihuahua, lives in Toronto. Her owners have been posting pictures of her on Instagram since 2018. Today, Basito says, she’s no different than any emerging media mogul with brand sponsorship, book deal and franchise of her own.
After years of working with big clients like Goldman Sachs and Kellogg’s, Pacitto and Glassman wanted to build their own community. It was inspired by the approach of Emily Weiss Glitter, which has grown from a blog to become one of the first direct-to-consumer beauty unicorns. “We wanted to build a community around fashion and fun and not take things too seriously. So we decided to apply that to our dog,” Paquito says.
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