by Lisandra Maioli

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February 12, 2013

Havaianas, Havaianas, 50 years50 years

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

New New positioningpositioning

19

94Havaianas

sandals were sold to every socio-economic class with no differentiation. They were considered practical footwear offering value for money. But this led to the sandals being perceived as a brand for the poor.

Before AfterThe brand is still

perceived as durable, hygienic

and offering excellent value for

money. But it has also come to be

associated with the Brazilian identity -

youthful, happy, relaxed and stylish.

It has become an outdoors product,

comfortable for the beach, heat and holidays. Today,

Havaianas has more than 80 models in

60,000 colours.

http://migre.me/ddF6O

“Everybody wears

Havaianas anywhere”

“ 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.”

In 2007 and 2008

http://migre.me/ddF6O

We are We are HavaianaHavaianass

We are Havaianas:

http://youtu.be/Lpg1l76aLX4

HavaianaHavaianas Identitys Identity

Havaianas Identity:

http://youtu.be/S5narJyxKH4

Havaianas messages:

Original/Comfort/Fashion/Colorful/ Variety/Customized/For everybody

Brazilian Brazilian CampaignCampaign

“Everybody wears

Havaianas anywhere”

Brazilian campaign:

2 people in a ordinary (but funny) scene of everyday

life

TheTheHoneymooHoneymoonn

(my choice)(my choice)

Honeymoon:

http://youtu.be/g9TavXkP3EQ

We are proud of Havaianas:

An International brandwith a Brazilian soul

More videos about Havaianas:

https://www.youtube.com/havaianasofficial

OBRIGADAOBRIGADA!! http://www.slideshare.net/lmaioli