Dog Apparel: Sales Strategies Revealed

Break Out of the Box
5 ways to increase sales today

Take your sales to the next level with some easy tips on selling dog clothing from the experts at Chi-wa-wa Ga-ga in New Orleans.

1. Think outside of the box, or off the hanger. "We use our doggies as the models for a lot of our clothes," says Jennifer Allen, store manager. "We have a doggie schedule, just as we have a people schedule, and we usually have one or two dogs here everyday."

2. Hit the wall. Use wall space to show off some of your best outfits. "We also post pictures of customer’s dogs in their outfits," Allen says. "They see it on the wall and say, ‘There is my doggie’s picture!’ They love it!"

3. Provide choices, not prices. "Retailers will assume the spending level of a customer and that they will only spend a certain amount of money," Allen says. "They need to give customers plenty of options."

4. Use window displays. Window displays will have customers asking "How much for that doggie outfit in the window?" "Keep things new and exciting, rearrange a few things to make it look new, and put up little signs about new products or sales," Allen says.

5. Size is important. Don’t always trust the products’ packaging when sizing clothing for customers. Encourage owners to bring their dogs in to the store to ensure proper sizing. "We have more experience than what a package tells us to do," Allen says.
--S.S. & A.S.

(Published in Oct. 2004)

Dog Apparel: Sales Strategies Revealed
How to take sales to a new level with off-the-hook merchandising
By Scott and Ann Springer

Images of celebrities toting their tiny pooches dressed in designer clothes around Beverly Hills, movies such as Legally Blonde, and a flood of high-quality yet affordable products have made dog apparel increasingly more accepted and available among average Americans.

This category is soaring in interest and more and more dog owners are seeking out doggy clothes in functional and frivolous styles.

"Today the costs of pet apparel have gone down and there is more fun attire and it appeals to everyone," says Andy Katz, president of PetEdge in Topsfield, Mass.

There is money to be made in dog apparel. But some retailers struggle to have their sales meet their expectations. By following a few dos and don’ts of selling dog clothing, you can take advantage of potential sales in this market segment.

What Works
Displaying clothing on mannequins can help consumers visualize how an item will look on their dog. Retailers have several mannequin options, including inflatable dogs, breed-specific mannequins, stuffed animals, or their own dogs that serve as shop mascots. Different types of models may work better for different types of products.

For example, the pooch who serves as a mascot for the Chi-wa-wa Ga-ga store in New Orleans may not be comfortable sporting a winter coat for an 8-hour shift. An inflatable dog or mannequin may be more suitable for winter-weather clothing and breakables such as jewelry.

Mannequins have movable parts and are lightweight. "You can put any apparel on a mannequin and it just comes to life," says Laureen Pannullo, owner of italTrend—High Fashion for Dogs in Monroe Township, N.J., a manufacturer of faux fur dog coats and dog mannequins.

Jody Goldman, owner of DOG & Friends in Orlando, says "display is No. 1. I have found that if people have to figure out how the clothes look on their dog, they won’t buy them."

In the human fashion world, articles of clothing are often folded on shelves or hung on hangers, but this can be death in pet fashion. "The stores that are merchandising correctly are showing the front of the garment," says Bill Viscome, owner of Puppe Love in Costa Mesa, Calif.

Goldman displays more than 100 doggie dresses on the walls of her shop. "When you go through a rack all you see is the edge of the hanger and you can’t see what the dress looks like," Goldman says.

Remember that looks are everything in the clothing industry. "Some people have to see it to believe it or they just can’t picture it," Pannullo says. "It’s all about the visual when it comes to doggie apparel."

Dog closets are a unique way to display clothes on custom-made hangers. "Anytime a store makes it easy for the customer to see the designs, they will have a more prestigious look and they will sell more clothes," Viscome says. "It helps the store look more like a boutique."

Boutique-style doggie shops are popping up in more places than Fifth Avenue and Rodeo Drive. "People like boutique-style stores in order to find something different and interesting," says Merrillee Schedin, owner of Buttercup & Peanut, an Internet-based retailer in Gig Harbor, Wash.

Schedin recommends stealing merchandising ideas from children’s shops. "Do it up with style and go hog wild with the theme," she says.

Hosting events such as fashion shows or pictures with Santa helps draw attention and customers to your store. "Anything you can do to create fun around this category will bring attention to the category," Katz says.

Schedin has even hosted a dog wedding in Gig Harbor. "The mayor of our small town will marry the dogs and the bride and groom will dress up," Schedin says.

Another idea to consider is co-sponsoring a fashion show with a local pet charity or human fashion event.

Common Mistakes
Selling pet apparel has its challenges. Retailers with slumping sales may be making small errors that have drastic sales consequences.

First, some retailers leave outfits on hangers on circular racks where consumers are left to thumb through the remaining inventory.

Second, some retailers fail to scatter apparel throughout the store to appeal to those customers running in only for a bag of food. "Make sure that when consumers come in the clothing is readily available and customers see the product," Katz says. "If there is no promotion-space designation, you may not be maximizing your sales opportunity."

Point-of-purchase displays at the register and in the food aisles will help spur spontaneous purchases. "Consumers aren’t thinking, ‘I am going to buy if the price is right,’" Viscome says. "Instead, when the fashion is inspiring it will create impulse sales if the item is visible and available."

Retailers may forget who their target market is. "Pick a style that meets the needs of most of your customers," Katz says. There is a wide variety and price range of outfits and you need to be mindful of the spending habits of your customer base.

"The target market is not an animal—it is a member of the family," Viscome says. "When you look at it like that you understand the mind of the buyers and you can see how they love their animals like their sons or their daughters."

It is important to have a solid selection of pet apparel, Katz says. "You want to send a message that you are serious about pet apparel," he says. "Having a large selection makes you more of a destination so customers aren’t forced to go to a larger store for more selection."

You should seek out unique product lines. "If everybody is carrying the same thing, then ask yourself, ‘What would be the draw to come here?’" Goldman says.

Katz recommends going out on a limb sometimes when you select clothes. "If you can find something that is unique and fun it can help draw attention to the category, even if it isn’t the best seller," he says.

Scott and Ann Springer are freelance writers living in Southern California.