以下文章来源于深响 ，作者深响 深响 . 挖掘增长密码，探解生意本质。 宠物服饰品类从小众细分， 走到了高光之下。 文 ｜ 林之柏 来源｜ 深响（ID： deep-echo ） 封面来源 ｜ unsplash "人不如狗"系列又更新了——来自日本的Alphaicon（下文简称Alp）突然走红，原价约340元人民币的爆款摇粒绒四脚衣在部分二手平台被炒到3000元左 右，涨价近十倍依然"一衣难求"；专做斗牛犬服饰的Spark Paws则在全球范围火速流行，年营收突破1600万美元。 宠物服饰品类从小众细分走到了高光之下。 头部运动服饰、快时尚品牌也争相下场： 在过去很长一段时间，宠物服饰市场高度分散，呈"有品类无品牌"状态，并未出现兼具高国民度、高份额的代表性品牌。如今随着新品牌成长和大牌跨界入 局，市场将进入精细化经营阶段，打开新局面。 阿迪的Adidas Originals宠物系列7月5日起正式在天猫旗舰店开售，主推售价199元/件的纯棉宠物T恤。此前该系列服饰已经在上海安福路阿迪达斯旗 舰店开售，如今相当于全网大规模上线； 耐克旗下Jordan宠物系列也在今年6月正式登陆线下门店； 锐步、北面、Montbe ...

Core Insights - The article discusses the resurgence of international sports brands' interest in collaborating with K-pop artists, particularly female groups, to enhance their market presence in Asia, especially China [1][6][25] - Nike's recent signing of aespa member KARINA marks a strategic move to re-engage with the Korean wave and leverage the popularity of K-pop in the Asian market [1][7][25] - Other brands like alo, Puma, and Adidas are also actively signing K-pop artists to boost their brand visibility and sales in the competitive Asian sportswear market [5][6][9] Brand Collaborations - Nike has signed aespa member KARINA, following previous collaborations with other top K-pop artists, indicating a shift back to engaging with Korean talent [1][3][7] - Alo's flagship store opening in Korea featured appearances by K-pop stars, showcasing the brand's commitment to embracing the Korean wave [3][7] - Puma has announced a partnership with BLACKPINK's Rosé as a global ambassador, while Adidas has signed I-DLE member Song Yuqi to promote its Originals line [5][9] Market Strategy - The article highlights that international sports brands are not only focusing on athletic performance but are also betting on fashion trends to capture market share in Asia [6][22][25] - The opening of flagship stores in Korea by brands like alo and Vuori is seen as a strategic move to tap into the Asian market's potential [9][10] - The competition among sports brands has intensified, with a growing number of niche brands entering the market, prompting established brands like Nike and Adidas to adapt their strategies [13][22] Cultural Influence - The influence of K-pop on fashion and lifestyle is significant, with brands leveraging this trend to enhance their appeal among younger consumers [17][20][21] - The article notes that collaborations with K-pop artists serve as a powerful marketing tool, helping brands to connect with the cultural zeitgeist and drive sales [19][25] - The trend of integrating fashion with sportswear is becoming increasingly important, as brands seek to align themselves with contemporary cultural movements [22][23]