How Can The Flip Flops Of Havana In Brazil Become The Fashion Industry?

Brazilians love bright colors and advocate flying personality. In the streets and alleys of Rio De Janeiro, people with colorful and varied bikini or shorts can be seen everywhere. But on their feet, there are almost a pair of flip flops printed with the word "Havaianas (Havana)". In Brazil, where the sun is shining every day, suits are rarely seen. They are light slippers. They are mainstream equipment in beaches, cafes and offices.

　 Havana

Brazil is the birthplace of rubber, and Japanese immigrants have brought "clogs culture". Brazilians skillfully combine local rubber and clogs to form a huge manufacturing industry. Among them, Havana is not only known as Brazil's "national shoes", but also is popular throughout the world, and is positioned as "high-end consumer products". According to observation, every shopping mall in Brazil has several stores or franchises of the brand, and even supermarkets have their counters.

How can ordinary slippers become a global brand in the fashion industry?

Unlike previous slippers, Havana defines itself as a high-end consumer product and is determined to become one of Brazil's "logo". Cara, President of the Havana company, said that "Havana spirit" is a kind of "Brazil spirit", which is dedicated to the world. It is fun, enterprising, happy, innovative and friendly. "For this reason, we have done quite a lot of research outside the design, and we are trying to bring the slippers to the T platform, which is popular in the world."

Hodgal, who is engaged in leather design, points out that Havana's market concept is that it is widely known that the brand name should be built into "Nike" and "Microsoft". "From the late 90s of last century, they planned to enter the international market and began to have a clear purpose - to occupy the global herringbone market more flexibly and extensively."

"In 1980 and 1994, the Havana company made two plans to enter the fashion industry. One of them was to use the top-down strategy to enter the upper class and celebrities, and the influence of slippers was expanded thousands of times through the" star effect ".

In 1998, Havana became a sponsor of the French World Cup. It was on an equal footing with international brands such as crocodile and Dior, and opened its ambitious overseas trip.

Havana Havaianas is a famous fashion brand in Brazil. In March 5, 2006, every nominated star received a gift bag at the Oscar prize presentation ceremony. Among them, there were a pair of Havana flip flops worth over 1000 dollars: each pair of shoes was printed with star names, and the shoes of ladies' slippers were made of gold and SWAROVSKI crystal, decorated with zircon and black diamond. The gold laces of men's slippers were built with a five pointed star made of pure silver and black drill. This is definitely the most luxuriant luxury in the history of slippers. The free publicity of international superstars has created a reputation for Havana in the international market and promoted its expansion plan in overseas markets.

Havana also attaches great importance to the "opportunity" of marketing. When it comes to major activities, it is bound to launch corresponding commemorative slippers. For example, at the beginning of this year, the world's top 16 Brazil world's national flag slippers were gradually put on shelves, which was widely favored by consumers.

A British tourist who had come to Brazil for vacation bought 4 pairs of flip flops with Brazil flags and British flags at a time. He said that this design is both interesting and highly collectible. Havana often collaborated with other fashion brands to create limited edition series, and it was strongly sought after by "HA powder".

Hocil believes that the secret of success in Havana's brand lies in the fact that they are single-minded in doing one thing, one product, and exploring unlimited possibilities from them. They always pursue new and faster, so that others can only pursue.

At present, Havana has established more than 10000 stores in more than 80 countries and regions worldwide. Its annual sales volume exceeds 220 million pairs, and the net profit in the third quarter of 2013 was 74 million 500 thousand (about $37 million 500 thousand at that time). Havana has become a marketing miracle in Brazil's manufacturing downturn.

From the hippie fever in 70s, Havana captured the beaches by young people in the South and North Playa De Las Americas. In the 80 year, the fitness winds swept the world and moved from the beach to the streets. In the late 90s, because of the general trend of lifestyle, the status of street fashion was firmly established. Not only has become the common people's favorite, but also captures the favor of European royalty and famous models. With the advent of the new century, the designer has formally entered the stage of fashion. From the common people to the nobility, from the general public and fashionable guests, the true spirit of Havana's brand democracy has been achieved.