How Havaianas built a global brand; Flip-flop maker excelled at planning and marketing
September 3, 2013 1 Comment
September 2, 2013 6:10 pm
How Havaianas built a global brand
By Dominique Turpin
The story
The Havaianas brand of rubber flip-flop sandals started life 50 years ago as a basic shoe for poor plantation workers in Brazil. The brand became a staple in the country before gaining fresh impetus in the mid-1990s, when parent company Alpargatas decided to reposition the declining brand as an aspirational fashion product. It hired leading designers to come up with attractive colours and designs and soon Brazilian and then international celebrities were wearing the new, colourful and stylish, higher-priced sandals. Sales grew rapidly. However, the market was saturated in Brazil, where Havaianas sold 850 pairs of flip-flops for every 1,000 people in 2007. And although it was enjoying strong overseas sales growth in 65 countries, it did not have a strategy for international expansion. In 2008 Marcio Luiz Simoes Utsch, Alpargatas chief executive, decided to try to turn Havaianas into Brazil’s first truly global brand. Read more of this post






