Rocking the Grooming Aisle

With the Rock Your Fur grooming line, Fetch…for pets! continues its commitment to partnering with recognizable brands that are dedicated to the pet specialty channel, says company president, Steven Shweky.




   Steven Shweky



Pet Business: Fetch…for pets! is launching the Rock Your Fur line, based on the human Rock Your Hair line by Michael O’Rourke. What makes this license a good fit for grooming products?

Steven Shweky:
Rock Your Fur is a fierce, fun and stylish brand of dog grooming products. It is formulated to bring out a dog’s inner rock star with eye-catching designs and exciting scents. Inspired by celebrity hairstylist Michael O’Rourke and his line Rock Your Hair, we’ve created Rock Your Fur to bring the latest in fashion and beauty to the pet world. Products combine flair and function. Not only are they stylish, they perform well too. Free of harsh chemicals and pH balanced for dogs, they are the perfect choice to pump up any dog’s ‘do.

PB: What products will be included in the Rock Your Fur line?

The line includes a variety of innovative products that bring the latest in beauty to the pet world. Products include shampoos, conditioner, sprays and wipes. All products are made in the USA and are pH balanced for dogs. The line is also sulfate and paraben free. Furthermore, Rock Your Fur is safe to use with flea and tick products, and it is cruelty free. Lastly, the products feature delicious scents, so dogs can look and smell great. The fun flavors include Hardcore Apple, Kickin’ Cucumber and Pumped Up Peach.

PB: How does the Rock Your Fur line complement Fetch’s other licensed lines?

Rock Your Fur continues our trend of working with top licensed brands to create great pet products. The line adds a salon brand to our licensed brand portfolio, thus bringing a new, fresh dimension. Rock Your Fur is our playful and edgy grooming line.

PB: What role does brand recognition play in pet retail? How important is it that a brand be committed to pet specialty?

When consumers recognize a brand, they are more likely to be drawn to it. Consumers consider their pets part of their family. A growing trend in 2014 is that pet owners oftentimes want to share their lifestyle with their pet through their favorite brands. Therefore, they are more likely to purchase a brand they use themselves for their pets as well. Consumers usually find comfort in purchasing brands they know and trust, making them more likely to purchase them over brands they do not recognize.

It’s very important that a licensed brand be committed to the pet specialty channel. Those stores offer a higher level of customer service and pet-related knowledge than mass retailers. As a result, they are better able to sell products to consumers because they are more informed.

PB: How can pet retailers successfully introduce a new licensed product line to customers?

It is important that retailers educate themselves and their employees on the products in the new line. They can do this by trying them out themselves. This allows them to better understand the products. In turn, it helps them talk to consumers about the line and convey their opinions, plus give advice more effectively. This is especially important because consumers are often looking for guidance and information, and it is a retailer’s job to provide this. This is imperative because consumers have a key attribute that can be leveraged—word of mouth. When they find a new product they like, they will tell others about it, further spreading the word.

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