Although the Japanese female Bobtail cat created in 1974 has always been present in fashion as a regular feature of various retail products, it is only recently that Hello Kitty has become a global sensation, whose market has broadened from young adolescent children to fully grown adults. The character has become one of the most unique and interesting icons ever created, and has proved to be a worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers all over the world.
With Hello Kitty proving to be a powerhouse brand, taking the industry by a storm, its popularity has spilled over from apparel to lingerie, accessories, bag packs, shoes, makeup, lifestyle and fragrances, in fact to every product line possible. And interestingly the impact is on products that range from mass market items to high-end consumers and rare collectibles. Recent to join the Hello Kitty family, is an airline, as Taiwanese carrier EVA Air launched three Hello Kitty-themed planes, where travellers have the privilege of using pink self-check-in counters at the airport and use pink tickets and boarding cards with a Hello Kitty design. Once on board, they can rest their heads on Hello Kitty headrest covers and choose from a Kitty-inspired menu.
Leaving its mark on the entire fashion industry, a high-end Hello Kitty clothing line Pynkiss launched at Italy’s Milan Fashion Week in September 2011 and the December 2011 issue of Taiwan’s Elle fashion magazine also featured Hello Kitty as its cover girl. Stussy, apparel and accessory brand, worked with Hello Kitty on a collection focusing on the Hello Kitty character with Stussy signature graphics. This collection included T-shirts, keychains, and hoodies. As early as 2010, a collection of Hello Kitty College Team Tees was available at Old Navy ranging from $ 12.95 to $ 16.94 on the store’s website.
In more current ventures, the age-old heritage brand Liberty London collaborated with the character and injected Hello Kitty in four of their oldest prints to be launched in 2012. Beauty giant Sephora’s Soho store also launched Hello Kitty’s Big Pink Bow fragrance on May 5th 2012. Hello Kitty merchandise is making its mark on the upcoming Olympics of 2012, and is claiming its spot on the streets in London. The undergarment brand Hanky Panky has also announced its plans to release two kinds of Hello Kitty lingerie in June 2012. The licensed lingerie will feature Sanrio’s Hello Kitty character in black or white lace designs, where the individual pieces will cost between US $ 27 and US $ 98.
After making its appearance on a selection of Vans’ skate silhouettes in 2011, Hello Kitty has appeared on a collection of caps by New Era and two separate Jeremy-Scott-inspired UBIQ collaborations. In 2012, the iconic character returns to flex a little feline style on the Vans Sk8-Hi, Authentic and Slip-On in June at selected Vans retailers. The Hello Kitty UNIQLO T-shirt collection featuring a selection of urban sportswear tops with flirty prints, are also available online. Making Hello Kitty, one of the most appreciated icons of 2012 by both the designers and the consumers, garments with the icon are present at Macy’s, Walmart, Marks and Spencer’s, Target and Sears.
Not only retailers and manufacturers, but designers are also banking upon the popularity of the adorable cat. Filipino designer Francis Libiran, owns his share of popularity to the Hello Kitty-inspired gowns he created for America’s Next Top Model (ANTM), which caught people’s attention for their flamboyance and flair. On garments, Hello Kitty prints can be seen on lowers, nightwear, T-shirts, as embroidered logos and even fabric patchwork. After making its presence felt in the international market, Hello Kitty has also entered the Indian market with Twenty One Fashion Studio and will be a part of their merchandise in 2012.
Being one of the most beloved marketing brands of the world, the character has become the sure shot formula of generating sales. the iconic character is present on everything, the rising rage of the consumers for Hello Kitty might just prove to be what retailers want for now, sales at good prices. And it seems that for the retailers and manufacturers in 2012, ‘Cats’ the way…
