It’s tough on the high street as fashion chains struggle to offload winter woollies and coats after the warm autumn, but business has never been brisker in the market for specially tailored clothes for our canine friends.
£170-a-go designer jackets, Christmas jumpers, hi-tech waterproofs, tracksuits and hoodies for pampered hounds have been flying off the shelves.
When Marks & Spencer joins Barbour, John Lewis, Asda and even teen brand American Apparel in providing clothing for dogs, it’s clear that a trend has emerged.
Pets Corner, the UK’s second largest pet store chain, says sales of dog coats are up 35% this year compared with 2013, as pet owners have moved on from simply wanting something to keep their dog dry to searching out more stylish kit. Pets at Home, the UK’s biggest pet store chain, says so far this winter it has sold 17% more than in 2013 – or some 105,000 items of pet clothing.
“All you have to do is take a walk in the park in the middle of the day to see that more and more dogs are wearing coats or jackets,” says David Robinson of the Kennel Club. “It’s become more acceptable. Dogs have become part of the family, so people want to buy them toys, accessories and clothing.”
Marks & Spencer started selling dog coats in October, while John Lewis says sales of pets’ clothing and accessories are up 94% on last year, when it first opened a pet department.
Barbour – purveyor of status waxed and quilted jackets for country pursuits and City commuters – says it has doubled sales of canine coats in the past three years. It sells a range of six styles, in dachshund to great Dane sizes, to match those worn by their owners.
While they are catering for those wanting to keep their pets stylishly warm and dry, novelty outfits are also in demand, especially for Christmas. Asda says it has sold 2,500 Christmas dog jumpers so far this year – including a red knit patterned with Christmas pudding motifs, holly, and the words Ho Ho Ho – and a whopping 5,500 novelty pet outfits for those who prefer to dress up their pets in Santa costumes or as green-suited elves.
In a tough economic environment, where shoppers are being choosy about how they spend their disposable cash, retailers and brands are keen to jump into a relatively high growth market.
A survey conducted by the RSPCA last year found that more than nine in 10 UK pet owners planned to buy their dog a gift last Christmas, with half ready to spend more than £10 on the family pooch’s festive treat.
Analysts at Euromonitor say the amount spent on pet foods and care products is 4% higher than a year ago and they predict growth will continue at that pace for the next five years.
With an eye on that opportunity, internet grocer Ocado has opened a separate online pet store, called Fetch, while the discounter Poundstretcher is trying out a Pet Hut chain to sell bargain pet care products.
Sarah Bourne of Pets Corner says: “People are a lot more precious about their pets.” Customers who buy special shampoo, £90 sacks of dog food and treats made from venison or dried salmon “want their pet to be snuggly. Or pretty. Or both.”
She reckons the trend in the UK was kicked off by celebrities like Paris Hilton and Lady Gaga, who both dress up their pet dogs like dolls, but says the majority of Brits want more practical outfits. As a result Pets Corner has responded with new ranges of far more technical kit with Teflon-coated, weather resistant, anti-microbial, thermal polyfill and breathable fabrics. “People are used to buying North Face and want the same for their dogs,” Bourne says.
