The Brazilian sandals “Havaianas”, initially developed as the durable shoe for the Brazilian worker, repositioned itself to penetrate the world of fashion, so to become the most stylish, colorful, and widespread sandal in the world.
How it started – In the early 90s, most Brazilians low-income people use the sandals in a regular basis while Brazilians high-income people use as slippers, only at home. After doing some research Havaianas got that, and repositioned the brand, first in the Brazilians customers’ mind as a stylish product, bringing the same product in vibrant colors, and packaged in a colorful box. Nowadays, Havaianas dress the feet of all Brazilians to global celebrities, standing by the slogan: “Everybody wears them.”
Eva Longoria wears…
A bit of history – It is interesting to notice that Havaianas means “Hawaiians” in Portuguese, but it was created by a Scottish man in Brazil who got inspiration from the zori sandals worn in Japan. Got that? I will say again: a Brazilian sandal, made by a Scotsman, inspired on a Japanese design, using a Brazilian rubber, with a Hawaiian name. This mix so greatly portrays the diversity of Brazil!!
My memories – When it was targeting the Brazilian workers I remember all commercials emphasizing how durable they were, and they really ARE. However, nowadays their global campaigns appeals more to a free spirited lifestyle. They sell the experience and the way you live your life. They show you how life can be vibrant, tropical, and happy framing it just as Brazilians are. Aren’t we?
How they repositioned the brand – In order to retarget and expand the market they invested in design, colors – and most importantly – they strategically placed the product in the fashion world, starting with Brazilians’ celebrities. Also, influencers got their samples, and Hollywood got them too in gift bags given to actors at 2003 Oscars.
Suddenly everyone is wearing them, from Kelly Slater to Jennifer Aniston. The slogan becomes true in every vowel and consonant: “everyone wears them.” And that is a big lesson of how you change the perception of a brand. As a typical Brazilian girl I proudly use mine. Well, me and…
Jennifer Aniston
Ashley Olsen
Ashley Tisdale
Britney Spears
Gwen Stefani
Jessica Simpson
Lindsay Lohan
Nicole Richie
Rachel Bilson
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