Gucci for a cat – Style – Kommersant

Raincoats, knitwear, collars, shampoos – these are just a few that are produced for pets today. “Kommersant Style” finds out what else you can please yourself and your pet.

While you’re thinking about buying food for your dog, the pet business world is booming. Beds, bowls, wool brushes – this is the “living wage” of any owner of a cat or dog, real luxury comes to the fore today. More luxury brands are entering this fast-growing business, which already spans everything from Saint Laurent marble to Versace’s signature jellyfish loungers.

The epitome of glaring luxury from the life of the caudates was the cat Choupette of the Burmese breed, which, even after the death of its owner Karl Lagerfeld, lives happily ever after. Crammed into her busy schedule are commercial shoots, private jet travel and, of course, grooming, keeping a mood diary (done by two maids), and regular visits to her personal veterinarian. Already in 2015, she earned more than $3 million, and there are rumors that she is left with at least a part of Lagerfeld’s fortune of $200 million. She also receives income from her line of accessories – and today it is a very profitable business. Euromonitor International predicts that the global pet supplies market will grow by more than $10 billion between 2020 and 2025 to reach $36.89 billion.

The forecast is quite realistic – judge for yourself which serious players have joined the race: not so long ago, Fendi launched the first line of travel accessories for pets, Gucci presented a pet collection that includes collars and belts, miniature sofas, feeding bowls, trunks for transportation. Moschino Pets created a line of 14 pieces of clothing and accessories, while Dsquared2 collaborated with Poldo Dog Couture to create a collection of hoodies, bombers, vests, raincoats, leashes and bandanas. Valentino is pushing its Rockstud line – now the animal world has its own sweaters, sweatshirts, collars, trash bag holders and bags with hand-painted portraits of your beloved pet, all in branded shades and with distinctive metal studs. The designers claim that the focus is primarily on the well-being of a cat or dog, but it is clear who this is really for.

Zoomers and millennials are the most generous pet buyers — these 18- to 38-year-old demographics are willing to do anything for their pets and spend more and more on them. It is believed that social and demographic attitudes shift the focus of perception: people begin to treat their pets as people and behave not like the owner of the animal, but like its parent, indulging in new clothes, toys and goodies.

If we talk about beauty products, then everything is developing in the same trend, that is, rapidly. So, in March, a separate category “Products for animals” appeared in the Golden Apple chain for the first time. “Now it has about 550 positions. Among the goods for dogs, cosmetics (shampoo, hair products, toothbrushes, etc.) and ammunition (collars, leashes, bedding) are best sold. And for cats, the leading positions are occupied by accessories for feeding, cosmetics, toys. We see that every month the demand for such goods is increasing,” says Yana Maleeva, Marketing Director of the Golden Apple network.

Despite the abundance of offers for cats and even rodents and ferrets, dogs remain the most popular pet. On the altar of this love are hypoallergenic deodorant shampoos with field herbal extracts, high-tech hair dryers for drying wool, vegan dyes for dyeing it, organic nail polishes, conditioner sprays for fluffiness, softness and shine – the list goes on and on. Whether all this luxury will become a necessity or will be recognized as redundant and fall into the list of optional and impulsive purchases, time will tell.

Irina Kirienko