This document summarizes the history and branding of Havaianas sandals. It discusses how the brand was originally sold to all socioeconomic classes in Brazil but is now perceived as stylish and associated with Brazilian culture. The document also outlines Havaianas' international expansion and rebranding to target higher-income consumers abroad while maintaining a premium position in Brazil. It concludes by providing various marketing videos that portray the brand's identity and messaging around comfort, fashion, and being for everybody.
2. Havaianas, 50 years
“(in 2011), 210 million pairs of
Havaianas were sold worldwide .
Even with 15 percent of total
production exported to some 80
countries, enough of the sandals
were sold in 2011 for nearly every
man, woman and child in
Brazil.” http://migre.me/ddE2d
3. Before After
Havaianas sandals were The brand is still perceived as
1994
sold to every socio- durable, hygienic and
economic class with offering excellent value for
no differentiation. money. But it has also come to
They were considered be associated with the
practical footwear Brazilian identity - youthful,
offering value for money. happy, relaxed and stylish .
But this led to the It has become an outdoors
sandals being product, comfortable for the
perceived as a beach, heat and holidays. Today,
brand for the poor. Havaianas has more than 80
http://migre.me/ddF6O
models in 60,000 colours .
5. In 2007 and 2008
“ The company launched the Havaianas
brand in New York and Paris,
respectively. The brand was positioned at
the higher end, as there was an
abundance of low-cost competitors. The
makeover of Havaianas in Brazil had already
catapulted it into the premium segment.”
http://migre.me/ddF6O
