Havaianas, Case Study 2009 to 2012

Challenge – 2009 US Revenue Growth Had Stalled

Ecommerce

Wholesale

-3-

Brand Positioning Evaluation

ColorColor

•In 2006, Havaianas reinvented the category using color, fashion and fun. This was no longer unique as Old Navy and other brands copied this approach.

?

A premium style brand that embodies the Spirit of Brazil.

US Challenge - What did Brazil mean to our core target, wealthy American women 25-34?

Positioning Starting Point - Global Brand Mission

Havaianas allows you to express your style in a spontaneous, passionate, fun way because they have Latin Flair

US Consumer Benefit & Insight

Top of the pyramid : - influencers, trend setters, - early adopters …

Clients

New Clients

COOL, ASPIRATIONAL Top Tier Print, Specific stories in PR, high touch events, high end collaborations

AWARENESSTraditional and digital media, mass PR, POP, guerrilla events, customer experience/events

Latin

Fla

ir

Overall Communication Vision & Customer Segmentation

ADVOCACYSocial media, email, content, partnerships

Print, OOH & digital media

Celebrity & PR

Events/Pop Up

Collaborations& Partnerships

Ecommerce & Social

360 Integrated Approach

Retail & POP

Latin Flair

Simon Doonan

Ace Hotels

Collaborations

Opening Ceremony

Michael Bastian

MISSONI MISSONI ♥♥ HAVAIANAS HAVAIANAS

Social Media

Results 3MM+ Facebook Fans

Content

Exclusives

Partnerships

Event series with bloggers and secret locations available via social media outletsDavid Arquette and Courtney Cox’s houseHosted by bloggers13mm+ impressions

Midnight Swim Club

Events

Limelight Marketplace

Space 15/20 Los Angeles

Hamptons, NY

Chicago

Pop Up Stores

Retail

First US Store

Bloomingdale’s 59 th Street Shop in Shop

Control Distribution & Segment Product

Key Accounts Indept. Accounts

Verticals:

Verticals:

•Provide each tier with assigned product assortment. Elevate the brand by reducing distribution in lower level stores

Tier 1

Tier 2

Tier 3

-14-

UX – I.e Customization

Ecommerce – 2009 to 2012 +95%

Traffic Driving SEO & SEM

Social Media integration

Assortment and Exclusives

CRM/Email Marketing

Integrated Promotional Calendar

us.havaianas.com

Results - WWD Article 4/30/12

“For the U.S., Havaianas sales for the first quarter of 2012 are up 35 percent from the same time last year. “

Results 2009 to 2012Company revenues increase 59% Brand awareness increased to 33% from 22% (Millward Brown Brand tracking)

Note: Millward Brown norms reflective of ad results from tracking database

2006 to 2012 Company Revenue

Ecommerce

Wholesale