As the pet category continues to grow exponentially, with new designer collaborations delighting pet parents regularly, Petco aims to deliver its customers a completely elevated experience.
When thinking about the pet category, Jennifer Kovacs, vice president of design, collaborations and omni experience at Petco, told WWD trendsetting is much like any other category, “you have to immerse yourself in the lifestyle.”Notably, Kovacs spent more than two decades at Nordstrom working in several merchandising roles before joining Petco and said that she sees no end to the similarities across categories when it comes to trend forecasting.
Like the consumer lifestyle, the pet category is always evolving. Many young consumers are choosing to forgo having children, instead treating dogs and cats as their “fur babies” and giving them a larger role in their day-to-day lives. Pets have their own fashion, their own travel gear and their own furniture at home.
“As pets continue to be more immersed into people’s lifestyles, fashion is playing a bigger role and they merge together in the category,” said Kovacs. “I spent five years in the kids’ category and it’s a lot like that. We had a modern mom at the time and so we really had to take a look at our assortment to make sure that it was relevant to her and what’s going on in her life.
While not all human trends are relevant to the pet space, Kovacs tells WWD they’re all worth taking a look at and it’s growing the landscape. Pet parents are embracing the pet category to express themselves and their pets and with this in mind, Kovacs said there’s more space in the pet category for just about everything including luxury, calling out fashion and lifestyle in particular and noting the interest in innovations from pet consumers.
“Just like in the human world though, it’s not an every-customer thing,” said Kovacs. “When I was at Nordstrom there was a brand in the adult world that was one of our top brands, just really hot at the time, and so when they were doing a kid’s line, we were all excited thinking about the mom who wears the brand. The kid’s line was beautiful, but it just didn’t resonate. It’s the same with pets, yes to more luxury and yes to premium products, but it has to be the right combination to be right.
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