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(Published in the July 2007 Issue)
All That Glitters Is Gold
Does bling still reign supreme in upscale dog collars and leads?
By Scott and Ann Springer
Collars and leads are to dogs like neckties are to men in suits.
Just like a tie is often the only thing that truly differentiates a finely dressed man from another, a dog's collar and leash are the distinguishing features on a dog.
"People say, 'Oh, that's a neat tie,' to a man, and that's what a collar and leash is to a dog," says Marissa McFarland, the owner of Beast Boutique in Oil City, Penn.
When comparing run-of-the-mill collars and leads, to their upscale counterparts, the choice is obvious. The right collar or lead can make a dog the talk of the walk or the stud at the fire hydrant, McFarland says.
"It accessorizes the dog and gives it a little extra bam," McFarland says.
Following Suit
Pets follow in the shadows in humans in life and in fashion.
"Whatever comes down the runways in the spring we start to see it in the pet industry in the summer," says Kathy Haase, the president of Diva-Dog, a San Diego, Calif.-based manufacturer.
As a result of this tightening of lag time in trends, dog owners enjoy a selection of more sophisticated looks for their pooch.
"We're seeing accessories and details from the human world popping up on collars and leads that people aren't used to seeing on dogs," says Christina Laird, the designer and owner of Canini, Inc. in Johnstown, N.Y.
Collars and leads are usually sold in pairs, but collars carry the majority of the weight in a sale.
"Most people pick out the collar first and then buy a coordinating lead," Laird says. "Consumers can mix and match because many leads come in utilitarian colors, but most buy a matching set."
Colors. Pink is always a hot color, but brown is the color of choice right now. The combination of brown with another color is particularly popular.
"Blue and brown and pink and brown are selling more than ever," Haase says.
In addition to all shades of pink, be sure to stock melon and peach, McFarland says.
Yellows of all shades and chartreuse greens are also big sellers this summer, Haase says. "These are colors we haven't seen in the pet industry in the past."
Camouflage is always popular with dog owners, as are tartan plaids, florals, and argyle. "These never go out of style," McFarland says.
Adornments of all kinds—such as daises, roses, and charms—are big with McFarland's consumers.
"Items with a lot of detail and stitching give contrast to a product so it doesn't look flat," Laird says.
Today's consumers also love collars and leads with a retro or urban look, which includes stripes and geometric designs, says Holly McClain, the owner and founder of Fremont, Calif.-based manufacturer Holly McClain Designs.
Textiles. Shimmer and shine attract upscale consumers, says Andrea Levine, the designer and owner of Andrea Levine Jewelry in Wilmington, Del.
"People want a lot of sparkle in the high-end market," Levine says.
Expect to see your upscale customers flocking to collars and leads adorned with charms, cubic zirconium, Swarovski crystals, and even authentic gemstones.
"People get information from what celebrities are doing and wearing," McClain says, "so they want something luxurious and designer-looking. And the dog industry is following that."
Look for gold everywhere, too, on everything from buckles and hardware to embossing on leather, says Julie Harris, the vice president of marketing for Aspen Pet Products, Inc. in Denver, Colo.
Nothing says luxury quite like leather, which is why high-grade leather is the base for most collars.
But the high-end category has widened to include other textiles as well.
Faux and real crocodile and alligator textures have also crossed over from the high-end human market, Harris says.
Hand-woven ribbon imported from France gives collars a unique look that you can't get with a leather collar, Haase says.
"Ribbons that are hand woven instead of just printed on won't wear off when washed and will last as long," Haase says.
Also popular in the market right now are items made with pony skin, which is actually shortly trimmed fur of cowhide that is first stenciled and then painted. "We're seeing a lot of printed pony skin in leopard prints and other prints," Haase says.
Justify the Price Tag
"The more educated a consumer is about the products to choose from and the reason behind those with higher prices, the more you'll see an increase in sales," Haase says.
Start by knowing the manufacturing processes of the products you stock.
This is done most easily if you hand pick a few manufacturers, get to know their products and history intimately, and then stand behind them, Laird suggests. Then you can speak more confidently about these companies' attributes and manufacturing practices.
Consumers are more socially conscious than they used to be, and many dog owners like to know how the products they purchase are made and where they are manufactured, McClain says.
"Explain to them what it means to purchase a product that has been handmade versus a product that is mass-produced," Haase says. "People value quality and will spend the money to know that it will last a long time."
Recognize that consumers are also willing to spend more to have a one-of-kind or limited-quantity boutique product. "They don't want to see that same collar on other dogs when they go out with their dog," Haase says.
Consumers who purchase high-end products for themselves will use that same information to evaluate upscale products for their pooch.
"When I shop for my dog, I look for those same qualities that I look for in products that I buy for myself," McClain says.
Price also raises some eyebrows with some products carrying price tags into the thousands, Levine says.
"In the past people were just looking for expensive collars, and now people are a bit more picky," says Cheryl Neapolitan, the owner of Fashions4Dogs, an online merchant based in Pleasant Hill, Calif.
Prices continue to climb in the high-end category, Neapolitan says. As a result, multiple manufacturers have answered consumers' demands with affordable luxury lines.
Levine, for example, has used the same high-quality processes but has substituted cubic zirconium stones in the place of diamonds, to make a collar that once was thousands of dollars more affordable.
"Burberry and Coach have their own following and a captive audience," Harris says. "But there are a lot of customers looking for high-end products without paying the high-end price."
Sources:
Holly McClain Designs
Holly McClain
Owner and founder
(510) 938-5604
Fremont, Calif.
Andrea Levine Jewelry
Andrea Levine
(866) 91-BREED
Owner and designer
Wilmington, Del.
Fashions 4 Dogs
Pleasant Hill, Calif.
Cheryl Neapolitan
(925) 689-9582
Owner
Beast Boutique
Oil City, Penn.
Marissa McFarland
(814) 676-0162
Owner
Kathy Haase
President
Diva-Dog
San Diego, Calif.
866.825.6667
Christina Laird
Designer and owner
Canini, Inc.
Johnstown, N.Y.
888.922.6464
Julie Harris
Vice president of marketing
Aspen Pet Products, Inc.
Denver, Colo.
303.955.6782
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