what happened to big dog sportswear

What Happened to Big Dog Sportswear?

If you were around in the 1990s, you'll probably remember the infamous grinning dog logo, synonymous with Big Dog Sportswear. The California-based company was founded in 1983, and for over a decade, they dominated the casual clothing market. So, what happened to Big Dog Sportswear? Let's take a closer look at the company's rise to success, and what ultimately led to its decline.

The Rise of Big Dog Sportswear

In the 1990s, casual clothing was all the rage. Brands like Gap, Abercrombie & Fitch, and American Apparel dominated the market, but Big Dog Sportswear was a unique outlier. Their shirts featured cartoonish drawings of dogs with jokes and sayings that appealed to a specific demographic. The brand quickly became a hot commodity, and by the late '90s, they were worth an estimated $200 million.

The company cleverly marketed itself as a counter-culture brand, appealing to individuals who wanted to stand out from the mainstream. Their shirts were often humorous, irreverent, and always comfortable. They quickly became a staple in high schools and on college campuses across the country.

Subheading: Taking It Too Far

As Big Dog Sportswear's popularity grew, so did their ambitions. In the early 2000s, they began to expand rapidly, opening up retail stores across the country. But they may have taken on more than they could handle. By the mid-2000s, the company had opened up over 200 retail locations, many of which were located in malls. Unfortunately, this was around the same time that online shopping began to take off, and mall traffic began to decrease.

Subheading: In the Red

The company's rapid expansion had come at a cost. In 2004, Big Dog Sportswear posted a net loss of $42 million. The company was unable to pay its bills and even stopped making payments to its suppliers. Ultimately, the company was forced to declare bankruptcy in 2006. They were then bought out by Vermont Teddy Bear Company and continued to operate under the Big Dog brand name.

Subheading: Changing Tides

Despite the buyout, things were never the same for Big Dog Sportswear. The company struggled to keep up with the ever-changing fashion trends and the rise of online shopping. Other brands such as Threadless and Redbubble began to emerge and dominate the market for irreverent, humorous clothing.

Subheading: A New Approach

Nowadays, Big Dog Sportswear continues to sell their signature logo shirts online and in retail stores, but they've pivoted their approach. Rather than trying to outcompete with Threadless and Redbubble, they've carved out a niche by focusing on nostalgia. They've brought back some of their classic designs from the '90s and have even reintroduced some of their older slogans.

Subheading: The Future of Big Dog Sportswear

It's hard to tell what the future will hold for Big Dog Sportswear. Their focus on nostalgia may appeal to an older demographic, but it may not be enough to win over younger customers. The company continues to operate under the Vermont Teddy Bear Company, and it's uncertain if the brand will continue to expand or if it will stay a niche online and retail store presence.

In Conclusion

Big Dog Sportswear may have had its heyday in the '90s, but its impact on the casual clothing industry is undeniable. Their signature grinning dog logo remains a recognizable symbol of the era, and their irreverent humor resonates with many to this day. However, due to overexpansion and an inability to keep up with changing trends, the company ultimately had to declare bankruptcy. Today, Big Dog Sportswear continues to operate in a niche market, but only time will tell if they'll be able to recapture their former glory.

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