The 2023 PetSmart Pride Collection Encourages Expression Through Pets
Michael Hemsworth — May 4, 2023 — Lifestyle
References: petsmart & storebrands
The 2023 PetSmart Pride Collection is the latest addition to the pet supply retailer's range of products that encourage members of the LGBTQ+ community to express themselves via their pet this Pride Month.
The collection has been announced ahead of June with a variety of products for cats and dogs alike to don, which each show off rainbow elements. The various products are an addition to the brand's You Are Loved collection of goods, which was first created in partnership with the PetSmart PRIDE AT WORK associate resource group. The retailer has also announced a $200,000 donation to the GLSEN organization dedicated to eradicating violence, discrimination and harassment of LGTBQ+ youths in K to 12 schools.
Senior Vice President and Chief Merchandising Officer and Executive Sponsor of PetSmart PRIDE AT WORK Kristin Shane spoke on the 2023 PetSmart Pride Collection saying, "PetSmart is proud to elevate the voices and experiences of the LGBTQ+ community – from our associates and the pet parents we serve, to members of the community and allies. Our You Are Loved collection was initiated and inspired by our associate resource group team members to help pet parents and their pets celebrate the spirit of Pride and share our values of inclusion and unconditional love."
The collection has been announced ahead of June with a variety of products for cats and dogs alike to don, which each show off rainbow elements. The various products are an addition to the brand's You Are Loved collection of goods, which was first created in partnership with the PetSmart PRIDE AT WORK associate resource group. The retailer has also announced a $200,000 donation to the GLSEN organization dedicated to eradicating violence, discrimination and harassment of LGTBQ+ youths in K to 12 schools.
Senior Vice President and Chief Merchandising Officer and Executive Sponsor of PetSmart PRIDE AT WORK Kristin Shane spoke on the 2023 PetSmart Pride Collection saying, "PetSmart is proud to elevate the voices and experiences of the LGBTQ+ community – from our associates and the pet parents we serve, to members of the community and allies. Our You Are Loved collection was initiated and inspired by our associate resource group team members to help pet parents and their pets celebrate the spirit of Pride and share our values of inclusion and unconditional love."
Trend Themes
1. LGBTQ+ Pet Products - The trend of creating pet products that celebrate the LGBTQ+ community and promote diversity and inclusion is growing, presenting an opportunity for new product lines and market segments.
2. Corporate Social Responsibility in Pet Retail - Pet retailers can expand their brand's reach and connect with socially conscious consumers by partnering with organizations dedicated to supporting LGBTQ+ rights and individuals.
3. Pet Fashion and Accessories - The pet fashion industry is constantly evolving, and creating special occasion accessory collections presents the opportunity for retailers to tap into consumer demand for themed and seasonal pet products.
Industry Implications
1. Pet Retail - Retailers within the pet industry have the opportunity to create product lines and campaigns that support social causes and promote diversity and inclusion within the LGBTQ+ community.
2. Charitable Organizations - Organizations dedicated to supporting various social causes and marginalized communities can partner with pet retailers to raise awareness and funding through product sales and promotions.
3. Fashion Retail - Fashion retailers can explore opportunities to expand their product lines to include pet fashion and accessories, targeting consumers who are partial to seasonal and themed products for their furry companions.
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