research havaianas - environment design - retail

RETAIL ENVIRONMENT REPORT

Hallan Moulin 33434T Branded Environment BillyBlue 2012

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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)

Background

Initially seen as “Thongs for the poor”, Havaianas was established in 1958 based on the Zori sandals made of rice straw in Japan. Havaianas is a Brazilian brand who redesigned the sandals to be manufactured in rubber, starting with one basic white model with blue stripes on the side.

In order to reposition the products in the market and upgrade the brand from “Thongs for the Poor” to “Thongs for Everyone”, in 1991 they released the “Havaianas Sky”. These featured a higher ankle than the previous models as well adding a huge range of colours. The price was also put up in order to make it less accessible for the poor and target the medium/high-end market.

As a marketing campaign, celebrities were asked to wear Havaianas and therefore spontaneous media started helping the brand to grow in popularity in Brazil. Soon enough, the “Thongs for the poor” label was left behind. They began exporting to Latin America in 1994 and the rest of the world in 1997.

Nowadays, Havaianas is the biggest brand of thongs in Brazil, Australia, France, Spain and United States of America.

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CONCEPT STORE RETAIL ENVIRONMENT

Brazil

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Store front. Oscar Freire Street, Jardins, São Paulo.

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Retail design

The Philippines architect Weinfeld won the Shopping category at the World Architecture Festival in Barcelona in 2009 for the Havaianas Concept store. It is located in one of the most expensive and high-end addresses in the world, Oscar Freire Street in São Paulo, Brazil.

At street level there is only a small sitting area and a mezzanine that looks over the entire store, where you are able to see the beautiful and colourful products. The level below is defined by independent elements: a mid-floor stand with thongs in baskets and table recalls the origin of the sandals, which were sold in city markets in similar stands; a shipping container displays the “export” models, which have not been seen in Brazil; a transparent cylinder features the new products; and an interactive cube exhibits the history of Havaianas inside and advertises its digital media campaigns. There is also a space to “customize” your thongs.

Concept store - São Paulo/Brazil

Interactive cube with Havaianas` story and advertising

Store view from the back. Container with export models

on the left.Stand Mid-Floor, recalling the

way thongs were initially sold.

Store view from the mezzanine.Hang-sell at the back.

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Floor Plan from the concept store

1. Entrance Patio2. Garden 3. Interactive Cube4. Cutomization Area5. Stand6. Export Container7. New Articles8. Kids Models 9. New Models10. Monochromatic Models11. Elevator


6. Export Container7. New Articles8. Kids Models 9. New Models10. Monochromatic Models11. Elevator

1. Entrance Patio2. Garden 3. Interactive Cube4. Cutomization Area5. Stand

Concept store LayoutLayout is very clean, easy to walk and dynamic.

Entrance patio isa mezzanine where people can mingle whilst waiting for someone. From here you can see the whole store but the counter.

The interactive cube features the story of Havaianas as well as an interactive screen where special events and ads are shown.

Customization area is on a lower level from the store.

This mid fl oor stand recalls the way Havaianas were sold at the begining of the company.

The counter is below the entrance patio.

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The shipping cointainer exhibits the export models that are nt available anywhere else in Brazil.

Acrylic cilinderwith newaccessories.

Kids Area

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Elements of the brand and environment

Always Summer.Free your toes.

Thongs for Everyone

Ambience & LightingThe retail climate is exactly what the brand inspires: freshness, casualness, comfort, ease, well-being and “Brazilianness”. Inspired by its slogan “Always summer”, the store is well lit with a lot of natural light. Colours are evenly spread around the store and mid-fl oor elements are very easy to recognise and distinguish from each other.

Lighting is as “summery” as possible during working hours. At the concept store in São Paulo there is a lot of natural light coming from the semi-opened ceiling. Spot lights and indirect lights are used to give a more sophisticated and “end of the day at the beach” feeling some hours prior the store is closing down.

In other exclusive stores such as in Rio de Janeiro, Singapore and the Philippines the same features are applied, but on a smaller scale. Ambience in some point of sales is not as strong as in-store, as Havaianas cannot control external infl uences such as lighting, fi ttings and materiality. When the only space is a Point of Sale, the brand communicates itself via the colourful sandals themselves as well as the graphics used within all the collateral materials.

ThemeAlways summer it is. With a colourful and fresh approach to its design, Havaianas store, Point of Sales, Displays and general Branded Environment is focused in delivering the “Free your toes” feeling.

Going back to its origins in Brazil, advertising and design elements such as banana leafs, coconut palms, fl owers and colourful features are the main strategy in its designs, examples of which are shown beside.

Ceiling São Paulo concept store

Concept store in São Paulo - Brazil

Advertising in Australia

Advertising Concept

Some of the brand taglines

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Concept store - São Paulo/Brazil

Pop-up store U.S.A. Pop-up store U.S.A.

Customizing Wheel

Spin aroundThe experience of having your own customized product is not new, but Havaianas created an interactive and fun way to do so.

You use the wheel to choose and match the colours you want to have for your thongs. You can also choose among several different metal pins to pierce into the rubber stripe and then staff will assemble it for you promptly.

This wheel was originally created for the customization area in São Paulo, but it has been used all over the world in mobile events and stands to attract people.

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Materiality mood board

Typical Brazilian floor made of stone.

Colourful elements including thongs.

White wooden surfaces

Natural wood

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Store Rio de Janeiro - 01Exclusive stores in Rio de Janeiro follow the same clean design concept from the São Paulo Concept store by Isay. Materiality used is proportionally the same Isay proposed and the colourful sandals are highlighted and noticed from far away.

Image One shows a store with a bigger front shop, where the designer was able to feature the shop window with a raw wood border.

Image Two features a smaller floor plan and shop-front. Although space is reduced, the same branded environment elements were used, making it easier for the customer to recognise the store.

Exclusive stores

Image 01 - Rio de Janeiro exclusive store

Image 02 - Rio de Janeiro exclusive store

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RETAIL ENVIRONMENT

Worldwide

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Exclusive store in Singapore - Front-Shop

Pop-Up store in Malasya Kids space in Philippines

Pop-Up store in the USA

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RETAIL ENVIRONMENT REPORT

Hallan Moulin 33434T Branded Environment BillyBlue 2012

Australia

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In Australia, Havaianas does not have an exclusive store like in Brazil. However, it is undeniable that the Brazilian product is hugely popular here Down Under. Just in Sydney City (Postcode 2000) there are more than 50 Stockists with Havaianas products, and that is just one postcode.

“Displays, Point of Sales layout and general design are independently created by each country’s marketing team following the brand’s guideline and essence”, said the Official Facebook team.

Although the brand experience you have when visiting one of the stockists is directed to the shop itself and not

only to Havaianas, it is noticeable that the thongs have a special treatment compared to other products in the same field.

Depending on the quantity and range of models the store has, the layout and display are different. However, they always follow one of the original simple displays Havaianas have created for its concept store: Hangsell, Basket bulk, Stacking or Shelving. No matter what the display technique, the visual impact is provided by the colourful range. The brand is also promoted through out-of-store event days, such as the Thong Challenge Day.

Location wise, the brand is well spread all over Australia and is not only present in beach wear stores, but in general clothing shops as well. Wearing thongs on the streets in Australia is not a big deal and shows the “laid back” part of Australians inside their busy routine.

Pop-up store in Chicago uses Basket with fruits to display products.

Standard counter-side hang-sell display

Thongs down under

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Havaianas vending machine at The Galleries, Sydney

Havaianas sandals became not only a popular products to be worn in beaches, but also as a day to day product. Following public demand, Havaianas installed vending machines with the basic one colour models in business and urban areas, where people are often too busy to stop in a store.

The brand and its elements are shown not only via the colourful graphics and illustrations used on the vending machine itself, but it is also shown in the innovative idea of selling thongs in a vending machine. This embodies the Havaianas tag line of “Thongs for everyone”, everywhere.

There is a size chart stuck onto the floor to help

you know your size if you have not bought one

even before.

Thongs for everyone

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Online store experienceAnalysing the online “retail” store experience

Havaianas website and online store experience is relevant to the brand itself. This relevance comes from the brand elements applied to it such as images, colourful rubber stripes with the same texture as the sandals themselves as the menu and the sole’s pattern on the background.

Products are displayed from both views: top and side, so you are able to see your new thongs with more details and decide where to buy.

Checking Out is very easy and user friendly, which also refl ex the “laid back, non-formal” essence of Havaianas.

Social media icons are easily reachable everywhere on the pages, so you can share your thoughts and likes with friends.

Products views

Homepage www.havaianasaustralia.com.au

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Besides thongs, the online store also sells accessories, infl atables and even an umbrella. Yay.

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Obrigado!(thank you)

research havaianas - environment design - retail

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