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To reinforce the premium benefits of Havaianas flip flops, Havaianas launched the slogan "Protect yourself from phony Havaianas with the real ones". In the s, the Ministry of Finance included the sandals in the list of products that are fundamental to Brazilian life. Nowadays, Havaianas can be found in more than 60 countries. Let us help you. The first pair of Havaianas was born in , based on the traditional Japanese sandal known as the Zori, whose soles are made of rice straw.
Havaianas hits the road: By practically every worker in Brazil wore a pair. Traveling salesmen in their vintage vans would take Havaianas throughout the countryside cities in Brazil and sell Havaianas directly from their vans. The city sandal has become our focus for summer.
But we will only offer the collection in a few, countries at first, because we need to be cautious. Obviously we are very ambitious when it comes to this new opportunity, but we need to properly manage they way we are going to launch it. Apparel is another industry, it is not the same as footwear so we need to learn and be humble as it is a real competitive market.
Our aim is to dress consumers from top to toe. In the future we may extend the clothing line so it more appealing for consumers in Northern Europe by adding long sleeves shirts or pants, but the core summer pieces will always be the heart of our apparel collection.
We also signed a licensing deal with Safilo to launch eyewear in Brazil next summer. The collection consists of colourful and fun summer pieces which are in line with Havaianas brand DNA. They are designed to be suitable for everyone, and the price is accessible for most consumers.
If we offered them all in a department store, they would hang the swimwear on one floor and shoes on another - we rather have control of how the brand story is translated to our customers and make the best use of the space we have. So Havaianas apparel line will be sold in our own stores at first, as it is very important to us to give consumers the full in store experience. In addition, this lets us protect our brand DNA while testing the waters. Since then the brand has grown into an internationally renowned brand, which is iconic for its celebration of the carioca lifestyle.
Best known for it brightly coloured footwear, Havaianas recently expanded its product categories to include apparel, swimwear, and accessories and is currently in the midst of rolling out its own retail locations across Europe. Who wears this to work? So I took a look and the girl had come in wearing a pair of white flip-flops - Havaianas.
Fast-forward to this Easter when he went to visit his former colleagues at the same office and it became clear to him how consumers view of the brand had changed.
Twelve years later and the Brazilians look at the brand differently now. Having a look which is complete, from your flip-flops to your board shorts and shirt is what consumers want. After testing the waters with its apparel collections in its home market, Havaianas has launched its apparel collections in 5 selected stand-alone stores in Portugal and Italy for the first time, with the aim of rolling it out to additional stores across Europe next year.
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