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Luxury brands have understood that affluent millennials are willing to spend a lot on accessories and other gadgets for their furry friends.
Luxury brands have sensed the trend and are now tackling pets. Collars, leashes and other accessories for our animal friends are multiplying among the biggest brands, which have understood that a clientele, particularly millenials, is ready to put their hands on the wallet.
According to a report published by the American Pet Products Association in 2021, the number of owners of small animals, fish and other reptiles in the United States increased by 30% in 2020. While retail sales of treats, pet supplies and veterinary care grew by 6.7%. 30% of pet owners said they were spending more on their pets in 2020 than in 2019.
Luxury brands in the hair
Countless designer brands have already released capsule collections for pets in recent months. For its 2020 holiday collection, Prada launched a line of coats for dogs and in 2021, Versace extended its homeware collection to pets, no doubt inspired by Donatella’s Jack Russell, Audrey. A few months later, clothing shop DSquared launched an offering for dogs, while Hermès bolstered its capsule collection of pet items with new items such as a wooden bowl.
Pagerie, a luxury pet brand, has just launched a collection for both humans and dogs. The brand’s creator, Mandy Madden Kelley, launched it two years ago, after leveraging her fame as a social media influencer. “All these people, dressed head to toe in Chanel, Dior or Prada – I remember thinking, ‘Wow, they look stunning, absolutely flawless’,” she said. “They always brought their dogs with them, but there was a disconnect between how they were dressed and what their pets were wearing.”
So the brand is looking to bridge that style gap, offering items such as a $152 waste bag dispenser and a $525 leash, all packaged in a bag with an authenticity card, akin to a “human” luxury purchase.
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Kristen Boesel, a lifestyle and leisure analyst at market research firm Mintel, has been tracking the luxury pet sector for four years. She tells Insider that the rise in demand is primarily driven by affluent millennials. “As they earn more than they used to, they can spend on things that have less utility. And as they have children later, they adopt pets and transfer some of their parental needs onto them first. This has created an opportunity for niche products that make pets’ lives more comfortable. It’s now about pampering their dogs and giving them the best.”
Lire aussi > Klarna Report: Millennials and Generation Z more sensitive to luxury products
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Luxury brands have understood that affluent millennials are willing to spend a lot on accessories and other gadgets for their furry friends.
Luxury brands have sensed the trend and are now tackling pets. Collars, leashes and other accessories for our animal friends are multiplying among the biggest brands, which have understood that a clientele, particularly millenials, is ready to put their hands on the wallet.
According to a report published by the American Pet Products Association in 2021, the number of owners of small animals, fish and other reptiles in the United States increased by 30% in 2020. While retail sales of treats, pet supplies and veterinary care grew by 6.7%. 30% of pet owners said they were spending more on their pets in 2020 than in 2019.
Luxury brands in the hair
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Luxury brands have understood that affluent millennials are willing to spend a lot on accessories and other gadgets for their furry friends.
Luxury brands have sensed the trend and are now tackling pets. Collars, leashes and other accessories for our animal friends are multiplying among the biggest brands, which have understood that a clientele, particularly millenials, is ready to put their hands on the wallet.
According to a report published by the American Pet Products Association in 2021, the number of owners of small animals, fish and other reptiles in the United States increased by 30% in 2020. While retail sales of treats, pet supplies and veterinary care grew by 6.7%. 30% of pet owners said they were spending more on their pets in 2020 than in 2019.
Luxury brands in the hair
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