Havaianas faced stalled US revenue growth in 2009 and developed a new strategy to position the brand as cool, aspirational, and embodying the spirit of Brazil for wealthy American women ages 25-34. The 360 degree integrated approach included collaborations with influencers, pop up stores, social media integration, and customizing the ecommerce experience. This led to a 59% increase in company revenues from 2009-2012, brand awareness growth, and 35% sales increase in Q1 2012 alone according to WWD.