Hello Kitty
| HELLO KITTY | |
Obsah Introduction 3 1. Hello Kitty 4 1.1 History 4 1.2 Hello Kitty in Japan 5 2. Globalization – localization 6 3. Famous brands create for Hello Kitty 6 3.1 Forever 21 (US) 7 3.2 Sephora (Francie) 7 3.3 Swarovski (Austria) 8 3.4 Vans (US) 8 3.5 Eva Air (Taiwan) 9 Conclusion 10 Bibliography 11 Appendix I.: Hello Kitty Story 12 Appendix II.: First product with Hello Kitty motive - 1974 13 Appendix III.: Hello Kitty Products 14 Appendix IV.: Hello Kitty a celebrities 19 Appendix V.: Hello Kitty products in magazines 20
Introduction Lately I have been noticing many articles in the shops carrying a name Hello Kitty with the typical oversized-head kitty image. To be quite honest until I started looking for information I did not know anything about this brand, where it is coming from, what is its main product, who is its targeted group, nothing. But it got my attention because I have been spotting the Hello Kitty image on so many different products and in such an amount that I started to feel like it is everywhere and I cannot escape. This essay is about one Japanese brand, that was invented as a new Sandio´s company design for coin purse that turned into a global brand, presenting her as a western brand and not carrying so much about its origin. Introducing the company secret about such a popularity of Hello Kitty brand – licensing. Starting by introducing the brand and saying few details about its history, continuing by describing the Japanese market and some cultural differences. Naming few categories of products that are available in Hello Kitty design concentrating more on chosen famous brands that decided to provide its good name, quality and prestige to this Japanese cartoon brand.
1. Hello Kitty The reason for this name is expressed in this statement, made by Bill Hensley, marketing director of Sandrio´s company: “Gift-giving is an important part of the Japanese culture. In Ja-pan,
Obsah Introduction 3 1. Hello Kitty 4 1.1 History 4 1.2 Hello Kitty in Japan 5 2. Globalization – localization 6 3. Famous brands create for Hello Kitty 6 3.1 Forever 21 (US) 7 3.2 Sephora (Francie) 7 3.3 Swarovski (Austria) 8 3.4 Vans (US) 8 3.5 Eva Air (Taiwan) 9 Conclusion 10 Bibliography 11 Appendix I.: Hello Kitty Story 12 Appendix II.: First product with Hello Kitty motive - 1974 13 Appendix III.: Hello Kitty Products 14 Appendix IV.: Hello Kitty a celebrities 19 Appendix V.: Hello Kitty products in magazines 20
Introduction Lately I have been noticing many articles in the shops carrying a name Hello Kitty with the typical oversized-head kitty image. To be quite honest until I started looking for information I did not know anything about this brand, where it is coming from, what is its main product, who is its targeted group, nothing. But it got my attention because I have been spotting the Hello Kitty image on so many different products and in such an amount that I started to feel like it is everywhere and I cannot escape. This essay is about one Japanese brand, that was invented as a new Sandio´s company design for coin purse that turned into a global brand, presenting her as a western brand and not carrying so much about its origin. Introducing the company secret about such a popularity of Hello Kitty brand – licensing. Starting by introducing the brand and saying few details about its history, continuing by describing the Japanese market and some cultural differences. Naming few categories of products that are available in Hello Kitty design concentrating more on chosen famous brands that decided to provide its good name, quality and prestige to this Japanese cartoon brand.
1. Hello Kitty The reason for this name is expressed in this statement, made by Bill Hensley, marketing director of Sandrio´s company: “Gift-giving is an important part of the Japanese culture. In Ja-pan,
Bibliography: Forever21.com [online]. 2011 [cit. 2011-12-09]. History & Facts. Dostupné z WWW: <http://www.forever21.com/Company/history.aspx?br=f21>. SALMAN, Maya. Scribd.com [online]. 2011 [cit. 2011-12-08]. Hello Kitty – The Iconing Japanese brand. Dostupné z WWW: <http://www.scribd.com/doc/49138163/Hello-Kitty>. Sanrio. Sanrio.com [online]. 2011 [cit. 2011-12-08]. Hello Kitty. Dostupné z WWW: <http://www.sanrio.com/characters/HelloKitty/?chr=HelloKitty>. Sanrio. Sanrio.com [online]. 2011 [cit. 2011-12-08]. Hello Kitty Blog. Dostupné z WWW: <http://www.sanrio.com/hellokittyblog/>. Sephora. Sephora.com [online]. 2011 [cit. 2011-12-08]. Hello Kitty. Dostupné z WWW: <http://www.sephora.com/browse/brand_hierarchy.jhtml?brandId=5988>. Shop.vans.com [online]. 2011 [cit. 2011-12-09]. Collections: Hello Kitty. Dostupné z WWW: <http://shop.vans.com/catalog/Vans/en_US/category/collections/hello-kitty.html>. The Icfai Center for Management Research (ICMR). Scribd.com [online]. 2007 [cit. 2011-12-08]. Hello Kitty - Japanese Superbrand. Dostupné z WWW: <http://www.scribd.com/doc/19584011/Case-Study-Hello-Kitty>. WAI-MING NG, Benjamin