Moncler breaks into the Pet Economy

Moncler has just announced a new collaboration with Poldo Dog Couture.

The luxury sports brand, historically a power-user of collaborations, now with an even stronger position thanks to its new project Moncler Genius (which we had already commented in our February review “The month of brand innovation” ), has undertaken an “aggressive” approach to the capsule collection concept.

In addition to the various collaborations with designers and brands, Moncler has decided to “extend” its brand to puppies, establishing its name in the pet economy. The multi-billion dollar pet industry indeed, shows no signs of losing demand, with pet owners treating their puppies like real children and spending increasingly more on fashion and luxury items. So, no wonder why many of the leading luxury brands are breaking into this business. After all, Jeremy Scott also included a couple of pieces dedicated to our little friends in his recent, and sought-after, Moschino x H&M capsule collection.

Like him, many other high fashion brands and designer recognized the value of this market, especially in the luxury segment, foreseeing that the “Mini-Me” trend is not restricted only to children’s fashion.
To give you some examples: Gucci’s backpack for dogs, Bottega Veneta collars or the outfit collections offered by Ralph Lauren and Burberry.
Maybe, we will not wait too long before seeing one of those “#petfluencers”, increasingly present during the fashion weeks around the world, wearing a pair of small Louboutin too.

About Ambra Farioli

Branding consultant and web communication expert, always on the go looking for interesting brands' r-evolution projects. Last but not least, passionate Brand Jam managing editor :-). If you wish to discover more follow me on twitter @Ambra_Farioli