Yearning for vintage cuteness fires up demand for icons like Hello Kitty
They’re cute, colorful, playful and sufficiently “retro.” Just the way Gen Z likes its brands.
It’s no surprise then that popular iconic properties from the 70s and 80s like Hello Kitty (which just turned 50), are in high demand on shopping platforms such as eBay, a gold mine for Y2K aesthetic.
Ebay told Bagable.com that recent searches for Hello Kitty merchandise have surged, particularly for anything “vintage” and limited edition. It said Y2K Hello Kitty merchandise has been a hot seller, reflecting a 350% spike in sold items.
Globally on eBay in September 2024 compared to January 2023, the company said searches for unique Hello Kitty shoe collaborations, including Hello Kitty x Crocs and Hello Kitty x Adidas, jumped over 400% and 200%, respectively.
And searches for Hello Kitty x Louis Vuitton products spiked 300%.
For deep-pocketed shoppers, eBay said the top five most expensive completed auctions of Hello Kitty items on its platform globally from January through October 2024 were:
Hello Kitty Sheron Barber LV Bag Rare. It sold for $4,600 in May 2024.
Judith Leiber x Hello Kitty Sanrio Red Bow Top Handle Clutch Bag. It sold for $3,300 in May 2023.
Olympia Le-Tan Hello Kitty shoulder bag time. It sold for $2,705 in August 2023.
Balenciaga Hello Kitty Bag new. It sold for $1,800 in August 2023.
Takechi x Hello Kitty Leather Handbag Red Limited (Japan). It sold for $1,799 in June 2023.
Seeking comfort in nostalgia
Y2K’s popularity with younger shoppers could have something to do with their desire to crave a time of simplicity and ease.
“Hello Kitty, Strawberry Shortcake, Care Bears, My Little Pony, Sesame Street, these are what we call these legacy brands. These brands emotionally connect with multi-generations, and particularly when we're in a world that's fraught with so many challenges,” Maura Regan, president & CEO of trade group Licensing International, said in an interview with Bagable.com.
“That’s when we reach for something that’s familiar. Brands have really tapped into this,” she said.
But famous retro properties are reemerging with some “newness,” too, so that they’re also relevant for today's consumer. “That's what we're seeing consistently,” she said.
Five Below stores, for example, are currently stocked with a variety of Strawberry Shortcake merchandise — from backpack clips and small dolls to T-shirts and kids’ jewelry.
Buying retro merchandise on resale platforms taps into one other Gen Z priority: support of sustainability.
“It plays into their desire of wanting to do good for the environment by reusing and repurposing through thrifting or buying at resale,” Regan said.
Good news for me as I just pulled a ton of my old My Little Pony items from my parent’s place. Smelling a resale opp! :)