In the United Kingdom, there is a noticeable shift in consumer behavior towards pet clothing, presenting attractive opportunities for brands in this expanding market. Recent findings from a survey indicate that 44% of UK consumers are keen on coordinating outfits with their beloved canine companions, signaling a rising trend in the human-pet crossover space. This trend is particularly alluring to the luxury sector, especially with Millennial pet owners who are willing to invest in pampering their furry friends.
The survey conducted by Savile Row Company, a renowned tailoring specialist, revealed that 40% of dog owners in the UK allocate more of their budget towards their pets than towards a family member. Additionally, a significant 65% of dog owners consider their pets as integral family members, while almost half (44%) are interested in twinning with their pets through matching ensembles. Interestingly, the study found that pet owners prefer authentic and fashionable attire for their furry pals over gimmicky costumes.
Canine expert and first opinion vet, Clare Hamilton, attributes the surge in pet outfit purchases to the innate human desire to humanize animals. The survey disclosed that a staggering 75% of dog owners have invested in pet outfits, often saving them for special occasions like Christmas celebrations.
To capitalize on this burgeoning trend, companies such as Savile Row Company have rolled out engaging promotions where consumers have the chance to win bespoke shirts tailored for both themselves and their dogs. This marketing endeavor aligns with the recent partnership between Moncler and Poldo Dog Couture, which debuted a chic pet clothing line comprising of timeless down jackets and waistcoats in fashionable hues.
Moreover, the influence of this trend extends into the realm of pet care, with beauty brands like Ila-spa dabbling in pet grooming products. Their latest collection, Ilapet, boasts items like Peaceful Pooches Shampoo, Paw Wash, and Doggy Mist, formulated to soothe and cleanse dogs. Market research conducted by Mintel projects the UK pet products market to hit a worth of £1.7 billion this year, with expectations of reaching £2.1 billion by 2023, particularly in non-essential categories. This growth trajectory underscores the lucrative opportunities for brands looking to tap into the pet fashion and beauty sector in the UK.
Sources:
1. Savile Row Company Survey
2. Mintel UK Pet Market Research
