Pampered pooches: the rise in four-legged fashion and doggy delicacies

By LUCY HOLMES

The saying goes that dogs are a man’s best friend, but they're also an incredibly lucrative market. 

Australians have one of the highest rates of pet ownership in the world with 63 per cent of all households having one.

We have more pets than people – and mostly, we have dogs, according to the RSPCA.  

Providing for that booming market is earning businesses $4 billion a year, with a steady growth that is showing no signs of slowing.  

A close look at some of the businesses providing for our pets suggests Australian dog lovers have a tendency to treat their furry friends more like children than animals.  

DOGUE specialises in canine fashion, accessories and grooming. It has a large online base, with retail stores in NSW and ACT. 

DOGUE marketing coordinator Amelia Perry says the business is aimed at people who consider their pet as part of the family. And business is booming, with online sales on track to grow at 30 per cent this year.

“They enjoy taking care of their dogs, and love to purchase products that match their own lifestyle and home,” Ms Perry says.

Dogs come in to be fitted for clothing, and Ms Perry says owners sometimes choose items for their dogs that reflect their own style.

Dog day care is another popular part of the package at DOGUE, with facilities for dogs to be entertained and indulged. “Like children, a dog’s attention span is short so all DOGUE boutiques offer a variety of activities including morning and afternoon walks, structured play, training and free time,” she says. 

Hachi is a retail store in South Yarra that aims to provide a human-like retail experience for dogs. "Our store encourages dogs to try on clothing to see the size and look,” store manager Kaori Hidaka says.

As an inner-city suburb, South Yarra is full of apartments and tiny backyards. “These urban dogs are more fashion-conscious compared to larger dogs running in their big backyard,” Ms Hidaka says.

Toy poodles Motsy and Macy are regular customers at Hachi. Owner Kristie Kopas takes them with her wherever she can. “I wish they could come everywhere with me,” she says.

Her mother, Val Kopas, says dressing the pups up in fancy clothing is about more than furry fashion.

The toy poodles wear clothes to prevent skin cancer, she says, which is a common problem for certain dog breeds.

“If they lay in the sun and are walking in the street, they need covering up,” Mrs Kopas says.

Minimal research on the frequency of dog cancer has been conducted, but pet-health experts say about one dog in every 200 develops a skin tumour or cancer each year.

But the important thing about dogs was the unconditional love they offer, particularly after your children grow up and leave home, Mrs Kopas says.

“To have your own pet, you’re needed, you must get up in the morning – there’s a reason to live,” she says.

Clothes and day care aren't the only growth areas for pet marketing. A Google search of “Melbourne cakes for dogs” finds an array of pooch food puns – “barkery”, “supaw”, “pupcakes”.

The Melbourne Pawtisserie owner Sarah Morton, whose shop creates canine cakes, party catering and treats, also believes dogs are family.

“Humans celebrate with cake so it’s only natural that we want to celebrate milestones of our dogs' lives with cake,” Ms Morton says.

Ms Morton’s recipes are all taste-tested by her dog Jack. “He can be a bit of a fussy eater so once I got the all clear from him, I knew I was on to something,” Ms Morton says.

“I have tried it and I don’t think it’ll win any awards among the human population – but the dogs love it so that’s all that matters.”