By Nikki Moustaki
Lapping Up luxury is getting easier for Fido and
Fluffy with the fairly recent development of the high-end pet bowl
trend. Sure, there are still pet bowls at the big discount stores that
sell for a couple of bucks, but what self-respecting poochie or puss
would dare drink from that? No—today's trend-setting setters need
something a little more upscale.
“A high-end bowl is defined according to its uniqueness, limited
quantity and cost,” says Susan Jones Kenyon, artist and designer for
Pedishe in Cooperstown, N.Y. “Design, function and material all play a
role in customer appeal. There are currently very few high-end dishes
available to people and their pets.”
It’s true that super high-end bowls are few and far between. There are
some resembling furniture that will set a dog-lover back half a grand,
and other high-concept designer bowls that sell for just under a couple
hundred bucks. But for the most part, dog boutiques consider high-end
bowls those that fall somewhere in the $20 to $60-and-up range. In
fact, since consumers often choose design over material, there’s an
abundance of bowls that look high-end, but come with a more affordable
price tag.
“Plastic is the number-one-selling material in dog bowls,” says Nanci
Schwind, product manager for watering and feeding at Petmate in
Arlington, Texas. “Stainless is second, and ceramic is third.”
With plastic still firmly in the lead and ceramic gaining by a nose,
it’s no wonder there are so many choices in high-design bowls. Both are
very versatile materials.
“To be considered ‘luxury,’ ceramic bowls need to have creative
designs, be made with premium material and must be flawless,” says
Rebecca Volandt, creative director at Melia Luxury Pet in Decatur, Ga.
“Higher end bowls have little twists that make them special, like the
artist’s signature. Companies offering this type of bowl may also offer
customization, such as color changes or personalization, which you
won’t find in a lower-end bowl.”
Luxury at Any Price
The most important elements of high-end anything are material,
design and function. Ideally these three aspects in a luxury product
will blend to create something unique that looks like a “must have” for
the consumer. Ultimately, when it comes to pet products, function wins
the race, and design and material have to keep up—people tend to buy
benefits rather than features.
“Some bowls have a unique design with a functional purpose, such as a
brand of stainless-steel bowls with rubber feet that have a wide low
profile rim so that cats don’t rub their whiskers when they eat, and
others have moving parts and specific functionality for the health and
welfare of pets, such as the various pet fountains now available that
continually circulate the water through a filter to keep it fresh and
clean for the pets,” says Sean Rowe, president of Veterinary Ventures
Inc. in Reno, Nev. “Others simply have attractive designs for the pet
owner, but no additional functionality to benefit the pet.”
Carol Perkins, president of Harry Barker inNorth Charleston, S.C., says
that high-end bowls start with design that follows fashion.
“A beautifully designed bowl, no matter what the price, can be
considered ‘high-end,’” says Perkins. “The trend is multi-purpose. The
customer wants the convenience of putting these bowls in a microwave or
dishwasher, but they also want durability, all while looking beautiful
in the home.”
Volandt also believes that design has the biggest impact when it comes
to purchasing, but only if the bowl is well made and functional.
“We sell stainless-steel bowls, which at first seem blasé or
run-of-the-mill, but put these bowls in a higher gauge stainless steel
and place them in a fashion-forward raised feeder in a fun color like
candy-apple red, and you have a high-end look,” she says.
Another trend within the high-end bowl craze is customization.
“People are looking for unique, personal and one-of-a-kind pet
products,” says Kenyon. “Custom and personalized pet dishes are
especially appealing because they offer designs that can range from
simple elegance to over-the-top, complimenting a décor, re-creating a
china pattern or even a pet’s portrait.”
Another obvious trend is one that follows human fashion—the matching look.
“Consumers want their premium dog bowl to be placed in a fashionable
raised feeder and to coordinate with their décor by placing a
decorative place mat under the feeder, and some consumers go as far as
a matching treat jar on the countertop and coffee cup for the owner,”
says Volandt, who notes that themed bowls are on the rise as well. For
example, her sea-creature themed bowls do very well in ocean
communities where people want something special for their seaside
homes.
You Break It, You Buy It
Marketing and displaying high-end pet bowls can be tricky, especially if you carry breakable materials.
“One problem I had was with a bowl company that made beautiful ceramic
handmade pedestal bowls, but made them too top heavy,” says Stephanie
Thomas, owner of Snooty Pets in Las Vegas. “They were easily tipped
over and could break, which is not good for the little paws running
around your house. In our store, we haven't had a problem with bowls
breaking or being dropped, but now that I say that, I have probably
jinxed myself.”
Perkins recommends that retailers sell bowls packaged in gift boxes.
“Set out a couple bowls right on top of the packaged bowls,” she says. “It’s convenient and eliminates butterfingers.”
Rowe suggests that most pet bowls, regardless of design and material,
should be pretty sturdy. They are, after all, meant to be used by pets,
and people are aware that most stores have a “you break it, you buy it”
policy. However, he points out that it’s important to check all
electric bowls to make sure that the unit has been UL(Underwriters
Laboratories) Certified for safety before stocking it.
“There are several good ways to display the various types of high-end
bowls depending on what makes them unique,” says Rowe. “Bowls with
fancy designs on the side or in the bottom are best displayed ‘not in
use’ in a store window, or visibly on a shelf. Other high-end bowls
with special functionality, such as pet fountains, often do well when
they are shown working and made available to customers who bring their
pets with them to the store. Often, these special bowls have many
features that can be difficult to comprehend from the packaging alone,
but when they are set up near the store entrance, for example, it
instantly becomes clear how they work and what their benefits are.”
Making sure the store’s customer base is right for high-end bowls is
important. Dusty bowls on the shelf don’t make for a great display.
“You have to be in an area where your customer base is image-conscious
and likes unique things and can afford them,” says Thomas. “Create a
great atmosphere of good smells and upscale store design that puts the
thought of luxury on their minds as soon as they enter the store. Too
many times stores will try to sell upscale, but have horrible store
design, cheap fixtures and bad odors to greet their customers, even
stores that don't sell animals, which is surprising. Keep stores clean
at all times and smelling great.”
Of course, placing a nice bowl at the register with some dog cookies on
it will get it some attention, and putting a fancy water dish outside,
perhaps with the store’s name on it, will make four-footed patrons stop
and two-footed patrons take notice.
Just because bowls are meant to be on the floor doesn’t mean they
should be swept under the rug. Choosing at least a few high-end lines
to carry should have a positive effect on your bottom line.
Sticker Shock
High-end bowls definitely result in some sticker shock, especially now
that the trend is just starting to catch an updraft. But if a store has
the right clientele, it’s possible to move a lot of product. Consumers
are willing to reach deep into their wallets for things that complement
their décor and make their pets happy.
“As more and more expensive pet items are available to consumers, the
sticker shock begins to subside,” says Sean Rowe, president of
Veterinary Ventures Inc. in Reno, Nev. “People’s reaction to the first
over-$50 pet item they see is usually ‘Wow, that’s an expensive pet
product,’ but when a consumer is used to seeing products over $50, and
many over $100, they think, ‘That’s not too expensive, and my pet is
worth it!’”
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