You have a perfect PR opportunity on a couple of levels.
First, Americans LOVE their pets - a plus for you especially considering your custom product. Dog breed coats - gotta love it.
Write a general press release and send it through the free press release services (do a google search for `free press release`). Make that press release sing with the emphasis being that dog owners can express their pooch love even more with a specific breed coat.
Secondly, I would find the biggest dog lover celebrities in the media and PERSONALLY deliver a sample to them once you find out what kind of dog they have.
Begin LOCALLY with the TV/Radio folks in your town; does anybody do crazy or feature stories for your local tv news/newspaper? Do they have pets? Find that person and get a coat to them!
Develop a list of the local newspaper/tv reporters/news bureaus and their email addresses. Send that release to ALL of them, again, because Americans love their pets. You never know if the real estate writer has a beagle.And you want a story out of the deal, preferably a TV news story too that you can post on the internet.
And if you know of a national celebrity that loves their pets - somebody with a tv show like `Ellen` or something like that - do some internet digging - google/youtube - and find out their breed. Call the show, find a low level producer and gush about the coat and ask how you can send the celeb one. Make sure you send it to the staffer`s attention so they can get the credit for being such a thoughtful employee. I am sure somebody has put that celeb`s doggie info out there about the breed on the net because, Americans love their pets.
You`ve got a GREAT visual here. I can see it already, pooches sitting next to their owners dressed in matching coats. (And this from a guy who has NEVER had a pet.)
Somebody will do a local story, post it, and next thing you know, you will soon have national exposure if you push that story.
You`ve got a VERY good shot because of your product because, Americans love their pets.
I employed a similiar strategy with my product, got TWO local tv hits and was able to create a VISUAL marketing tool using these stories. It is so much better to be able to pitch a product to investors, manufacturers, etc. once you can direct someone to a tv story about your product that you have posted on YouTube. But your product is pretty much a no-brainer so this would jsut be icing on the cake.
Good luck. The odds are with you because, Americans love their pets.
BTW: Continue to use that woman on your website because she`s hot and looks like a real person who could be using the product and not necessarily a model. And everybody likes looking at a pretty woman.