Havaianas is one of the most popular brands in Brazil, and
its main product are the flipflops. It’s funny to say “flipflops”, because in
my country the word that we use to refer to the product is the name of the
brand, which demonstrates its power and the monopoly that it has in the
product. Formerly in the 20th century its target market was the
middle class and low, and the differentiation was quality, durability and low
price. In the 90s the brand changed its positioning, with a huge success; its
price went up, lots of different types and models were made, and they did a
segmentation, with flipflops to kids with mickey mouse’s face on it for
example, to young people with the possibility to personalize the product by
putting a strass or changing the color, and for adults and older people there
are models with more basic colors, that’s why the slogan’s “Havainas, everyone
wears it”. Nowadays, the brand’s expanding to other countries and its
commercials are always funny and entertaining, and show a lot about the
Brazilian culture. This one that I chose shows that expansion, with the three
Brazilian guys watching a soccer game with the flipflop, saying that it’s their
lucky charm and don’t win the game because three Italians cheering for the
opposite team are also using the flipflop with the same purpose.
The brand has its own stores but the products are also sold
in supermarkets and basically everywhere, but not with the variety found in the
stores, so you don’t have the same experience. The marketing strategy is
amazing and very effective, cause it created a major relationship with the
customers. I wouldn’t buy flipflops if they weren’t Havaianas, that’s something
that doesn’t even cross my mind. And I can say without hesitating that I don’t
know a single Brazilian that doesn’t have havainas or that has just one pair.
Marcella Galeotti
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