Launching Luxe Using the Married to Medicine Platform
I am a dog person. And though dogs will never rank up there with my kids, I can definitely relate to having a well-groomed pooch. But Quad Webb-Lunceford of Married to Medicine fame, is taking this concept to an altogether different level. She’s launching a new line of couture clothing for dogs called Picture Perfect Pup. And of course I’m fascinated by her brand concept and how reality TV will impact her launch.
First let me just tap into Twitter demographic mode for a moment… This morning I read a tweet from her design partner Reco Chapple….
I adore this man’s energy! And industry numbers have even better news. Overall US sales in 2014 for all pet supplies (within which doggy clothes fall) are forecasted at $13.72 billion dollars. That’s billion with a big ol’ B. So while not all of this segment is about puppy clothes – it is a pretty sizable market.
At the same time, the pet industry is contracting a bit. This market now includes fewer dog owners overall; and even fewer who will ever make the investment in a luxe doggy brand – no matter how adorable or well promoted. Luxury brands are always exclusionary. My thought is that they should take a look at the well-executed examples of “Affordable Luxe.” You do remember the collaboration between Target and Neiman Marcus for the myriad of designers that they’ve launched at Target stores? I bet this would be a very viable angle for Quad’s team to consider because it can convert more of the viewing audience delivered by BravoTV into customers. For Married to Medicine the average number of weekly viewers for their new episodes is about 1.8 million people.
So Quad can thank both Bravo and Mariah for making her relevant. (I’m completely kidding about the Mariah factor – but Mariah has a great brand concept brewing too if she’ll take note. I’ll discuss that in my next post.)
So here’s what I love about Quad’s new venture. First, it’s an extension of who she is. She personally comes off as likable, charismatic, driven and original and that bodes well for her emerging brand.
I also love how she’s added a non-profit to the mix to raise money and awareness for Canine Companions for Independence. This was a really good move. Her argument that she’d purchased school supplies just didn’t lend enough credibility to counterbalance the “superficial factor” raised by her husband on the last episode.
I think her brand will also scale really well. She can extend her line beyond clothes and offer accessories and other products.
There is definitely a market for her brand if it remains a pure luxury offering. I can envision this in boutiques frequented by the pet-pampering, disposable income set. However, I think “Afforable Luxe” branding concepts are the way to go for bigger profits.
I’ll be watching to see how Picture Perfect Pup is ultimately rolled out to retailers. I can’t wait to see the particulars.
Stay very busy Ms. Quad.