Pet Tracks
THE PET INDUSTRY GOES HIGH FASHION

I should have been in New York City this past weekend. For years, I never thought I liked "the City," but a few recent trips for gift and trade shows have proved to me that it really can be a fun place to go: the hubbub and energy, the resources, hotel options, enticing food choices and entertainment possibilities all combine for an enriching and exciting time. However, when it comes to deciding if a busy weekend should be added to an already busy August schedule, I lazily opt for staying put on our little island, enjoying some of the simple life with travel plans no more complicated than a trip to the beach.

The reason why I should have been in NYC was because of Pet Fashion Week New York, the title a tad misleading because the event really started Friday night and ended Sunday afternoon. But, let's not get into petty nit-picking, because this trade show is thinking big; big response and big bucks. This second annual show is geared to market luxury, high end pet products at the peak of the fall and holiday buying season. With its buyer runway show, vendor booths and a creative styling showcase fusing fashion and grooming, it is expected to draw over 1,500 buyers to the heart of Manhattan in, pardon, the dog days of August.

If you think high fashion for pets is going to the dogs, think again. The luxury market is a growing niche, closely tied to other trends such as increased health and social consciousness, environmental awareness and the demands of more sophisticated buyers with greater disposable income. The buyers of luxury products like the convenience of smaller, niche retailers, the uniqueness of their product mix and the level of service and knowledge offered.

Manufacturers to be seen at this show define themselves with names such as Barking Baby, Luxepets, Creature Couture and Poochie of Beverly Hills. To come up with cutting edge and innovative designs, manufacturers watch the trends in people-wear among teenagers and twenty-somethings, noting the musthave colors, looks and accessories, then adapt their products for the pet market.

According to the publication Pet Style News, The Leader for Boutique Fashion, Products & Trends, what's hot for fall includes collegiate/prep school looks, such as plaids, argyle and school girl outfits, affirmation jewelry, fabric and metal combinations, rope pearls, stripes and velvet and lace fabrics. Metallic hues of silver and gold are big this year along with soft tweedy textures. Pet jewelry, which languished in my shop a few years ago, has become very "in," particularly with matching items for both pet and person. The popularity of polka dots in the human apparel market right now could be due in part to baby boomer nostalgia, with the perky spots reminiscent of patterns from their childhood. So polka dots adorn pet clothing, collars and accessories and they always sell, but they sell even better when they are in fashion.

Pink remains strong for girl dogs and boy dogs are big into camouflage wear in shades of army green, blue and gray, along with macho biker looks and skull and cross bones motifs. Sporting-themed dog wear is popular throughout the year, with outfits for football, baseball and soccer, although tennis, sailing and golfing items are catching up. Not only are these outfits popular with sports fans but there is also an appeal to fashion conscious pet owners who just want to make a fashion statement.

Making a fashion statement is what a lot of the fuss is about. Dressing our pet is an outgrowth of the humanization trend. Our love affair with our pets and all things pet related continues to grow at an unprecedented rate, in part due to our increasing emotional involvement with our pets.

Also fueling this trend is the rise in popularity of the personal-sized pet. This past year, the Yorkie (Yorkshire Terrier) bumped the wellloved Golden Retriever and longtime favorite German Shepherd Dog to claim the #2 spot in American Kennel Club registrations. Four other smaller-sized breeds, the Beagle, Dachshund, Shih Tzu and Miniature Schnauzer placed in the top 10 registrations, with small breed registrations representing 29 percent of Club memberships.

Media attention, population aging, the prevalence of the single owner, ease of travel, less expensive cost of upkeep and medical care combine to make the smaller pet an attractive addition to many households. Add on the fun and fancy factor of designer duds and maybe I'll have to make it a point to get to

Fashion Week NY next year. I

Jan Jaeger is owner of Geronimo's, Ltd., Nantucket's pet supply and gift shop, and is a member of DWAA and CWA (Dog and Cat Writer's Associations of America). Her pets at home are Junior, a Chesapeake Bay Retriever and three cats. At the shop are the cats, Messrs. Fish and Chips, Flower bunny, Willie guinea pig and two budgies. Send e-mail to jan@geronimos. com.