Glamour goes global

Smart coats and jaunty knickers for dogs, cushions and beds in trendy colours, stylish collars and leads: Zoomark International in Bologna offered pet supplies retailers plenty of opportunities to find out about the latest trends in fashion products for pets. The exhibitors were mostly Italian, French and Spanish companies that have specialised in this category of goods. This came as no surprise, because the demand for unusual accessories is considerable among dog owners in the countries of southern Europe in particular.The upward trend in fashion products emerged at the same time as the trend that is being observed globally towards small dog breeds. Young women in particular regard it as chic to stroll along city centre shopping streets with their Chihuahua, Miniature Pinscher or Terrier. See and be seen: both dog and mistress must be fashionably dressed to get noticed. Sometimes they even appear in matching outfits, underlining once again the significance of small dogs for their female owners.In western countries, dogs have become a child substitute in many cases, and are spoilt and cosseted accordingly. It is no longer a rarity to see a dog being wheeled around in a buggy.Demand spreads beyond metropolisesGlamour girl Paris Hilton, who has appeared in countless tabloids across the globe with her small Chihuahua Tinkerbell, has made a major contribution to getting the market for pet fashion products really moving. This also explains why stylish accessories for dogs are in demand principally in sophisticated big cities. Boutiques in which the hot brands can be bought now also exist in medium-sized cities. The demands of the customers there are perhaps not quite as outlandish and exotic as in New York, Tokyo or Paris. Fashion products that may have an added practical benefit are also arriving in the so-called provinces.In Asia, where small dogs have been popular for a while, there is likewise considerable interest in fashionable accessories, especially apparel. The number of canine boutiques in the big cities there is correspondingly large. Even pop-up shops, which open only for a limited time with their latest collections, are no longer a rare sight in Asia (cf. report in PET worldwide 6/2012). They might make an impression on other continents too.Growth in spite of recessionWill the difficult economic situation in many countries have an effect on the upturn in pet fashion products? At Zoomark International in Bologna, where many suppliers of fashion…