A diverse spectrum

Today it is common for people to dress up their dogs, particularly small dogs, and canine clothing has become a global phenomenon. Dog fashion and style has been greatly influenced by the advent of the Internet. New professions have arisen driven by consumer capitalism, such as the pet styling expert. It is more common to dress small dogs, because they are easier to dress and they often suffer from the cold more due to their coats being less thick. "Buying clothes for pets is increasingly popular, with 60 per cent of millennials saying they are likely to buy sweaters, coats, dresses and other fashion for their pets," a US newspaper reported earlier this year.
Dog clothes are available in various price ranges from inexpensive to high-end designer styles. Typically toy and small breed dogs, such as Chihuahuas and Yorkshire Terriers, are dressed in dog clothes, although even large breeds like Golden Retrievers can wear clothes, too. Functional dog clothes are for protection from the elements and allergens. Dog clothes that are purely for show would be used as costumes for holidays and special occasions such as Halloween or weddings.

Joachim B. Student, founder of the DoggyDolly label, reports that designs and fabrics are becoming oriented more than ever to the trends for summer and winter: "Since 80 per cent of dog fashion customers are women, we are also geared to women's fashion." It is worth considering, however, that teenagers, middle-aged women and older women naturally all have very different tastes, which they transfer to their dogs too. An added factor is the variation in colours and designs internationally: "In China the hip-hop style is currently trendy, but no longer so in the USA and Europe over the last two years. In the Middle East and India very lightweight fabrics are primarily in demand."
German manufacturer Hunter is currently targeting functional wear, such as garments to protect dogs from the wet, the cold and wind. "We believe we can make the life of dogs and owners more pleasant and comfortable with our range of functional products," says Jörg Kleinberg, head of international sales and marketing. Customers in the northern hemisphere prefer practicality, while those in eastern Europe and Asia tend to go for style aspects. Jörg Kleinberg perceives classic colours and classic style to be trends that span national borders.
Italian company Inamorada specialises in high-end apparel and accessories for dogs of all sizes and…