# Puppy-Specific Clothing Collections 'Oh Joy' Has Expanded Its Houseware Items to Pet Fashion By Mishal Omar | Published 2017-02-13 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/oh-joy References: [refinery29](http://www.refinery29.com/2017/02/140223/target-oh-joy-dog-accessory-collection) & [ohjoy](http://www.ohjoy.com/) Oh Joy is known for its houseware and baby items, and has since decided to include a puppy clothing collection into its product lines. The brand created the collection in a partnership with [Target](https://www.trendhunter.com/trends/cuddle-collab), and as a result will launch in select Target stores and on its website. It features vibrant colors and products like decorative bows, coats, sweaters and playful hats. Whether it is to ensure their warmth or simply take endearing photos, the collection of [pet clothing](https://www.trendhunter.com/trends/petsmart-2) is perfect for homeowners who have small dogs or puppies. Aside from clothing, the Oh Joy collection offers dog beds, bowls and ties. Oh Joy's expansion into the pet market allows it to function as a more far-reaching houseware brand. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 35% | Activity: 36% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Puppy-specific Clothing Collections:** Disruptive innovation opportunity: Creating high-quality and fashionable clothing for pets that reflects their owners' personal style. - **Expansion Into the Pet Market:** Disruptive innovation opportunity: Diversifying product lines to cater to the growing demand for pet-related products, including clothing, accessories, and home goods. - **Partnerships with Retailers:** Disruptive innovation opportunity: Collaborating with established retailers to gain wider distribution and reach a larger customer base for pet-focused products. ### Industries Being Reshaped - **Houseware:** Disruptive innovation opportunity: Introducing unique and stylish pet products into the houseware industry to appeal to pet owners. - **Fashion:** Disruptive innovation opportunity: Incorporating pet fashion into the mainstream fashion industry by creating trendy and fashionable clothing options for pets. - **Retail:** Disruptive innovation opportunity: Leveraging partnerships with retailers to disrupt the pet industry by offering a wider range of products and reaching new customers. ## Related on Trend Hunter - [Sustainable Dog Clothes Brands](https://www.trendhunter.com/trends/pet-passion.md) - [Exclusive Pet-Themed Collections](https://www.trendhunter.com/trends/cuddle-collab.md) - [Printed Pet Sweaters](https://www.trendhunter.com/trends/smiley-sweater.md) - [Expanded Pet Apparel Capsule](https://www.trendhunter.com/trends/adidas-originals-pet-collection.md) - [Whimsical Printed Pet Collections](https://www.trendhunter.com/trends/bow-print-pet-collection.md) - [Doll-Themed Dog Collections](https://www.trendhunter.com/trends/canada-pooch-x-barbie.md) - [Retro Athletic Pet Accessories](https://www.trendhunter.com/trends/pet-accessories-collection.md) - [Expansive Seasonal Pet Products](https://www.trendhunter.com/trends/petco-merry-makings-holiday-collection.md) - [Minimalist Pet Accessory Collections](https://www.trendhunter.com/trends/neighborhood-dog-series.md)