Mine don't love clothes but they tolerate them if they're comfortable. My male, particularly, doesn't like any kind of fabric invading his, uh, private space. Even after 8 years of wearing clothes, if I get something that rides too deep on his belly, he will throw a fit.
With the probably-uncomfortable costume, you may have inadvertently taught him that all clothes are bad. You might try finding something especially comfortable and unobtrusive just to get him to the point where he knows clothes aren't all bad.
And give him lots of treats when you put coats on to make it more fun.
Below is a link to some petco coats that I like. They fit like a horse blanket, with just a strap around the neck area and one under the belly. These are wool, but fleece is nice too.
http://www.petco.com/product/114136/...-Dog-Coat.aspx
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Mike ~ Doting Dad to Jillie, Harper, Molly, Cooper, Eddie (RIP), Lucy (RIP), Rusty (RIP) and Jack (RIP).
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