Havaianas. A Brazilian Company Goes Global

 Havaianas. A Brazilian Brand Goes Global Essay

appearing brands

A perspective from…

Havaianas' Afonso Sugiyama

The president of Alpargatas UNITED STATES, the mother or father company of flip-flop company Havaianas, Afonso Sugiyama talks to Pip Brooking about the challenges of exporting Brazil's best loved manufacturer to a global audience

The Havaianas manufacturer has some thing

most brands could only dream of –

100% understanding in its home market.

However , that also places limitations

upon further progress. The brand have been

growing organically outside Brazil,

driven by simply affinity with its ‘Brazilian

spirit'; now it is time for it to build

about that, feels Afonso Sugiyama,

president of Havaianas father or mother company

Alpargatas USA.

businesses. In The european union we

ought to find more occasions

to wear, so it's regarding

developing company extensions

just like closed-toe shoes or boots.

" We were

concerned that

Brazilians could

be offended”

The business is really large in Brazil

that there are an psychological connection

together with the brand. The truth it's exactly about

flip-flops is much stronger in Brazil.

Anywhere else the connection is far more to do

with the " fun” aspect of the manufacturer.

How does the proposition change

outside Brazil then?

Did your experience present learnings

to get other LatAm brands?

Outside the house Brazil, Havaianas goes coming from

market leader to a opposition brand. All of us

need to be even more daring and still have more

of any story to share with. It's also significantly less about the

category and even more about the rand name. In

the Northern Hemisphere the biggest

problem is the seasonality of flipflops. We have to generate it more relevant in people's heads, and to stockists'

Storytelling is extremely specific towards the

brand, but understanding who also you're

telling it to and how to hook up them

is usually something that is applicable to anyone.

Latin America is normally very self conscious

about taking business throughout the world, but just like

it or perhaps not, the earth is global. Building

resonance internationally can easily reinforce

your position in your home marketplace. k

MM Q4 p57_Emerging brands. indd 57

At quantity 85, Halo is the simply

Latin American brand to create it into

Interbrand's Best 100 Global Brands

Index. It is not only the biggest selling

beer in Mexico, nevertheless the fourth greatest

selling beer in the world. According to

it is parent firm, Grupo Estilo,

Corona Extra is the number 1

imported premium beer in the US. It is

continue to expanding into new marketplaces such

as Australia and New Zealand.

Many of the most familiar Brazilian

brands come from the monetary sector,

yet Banco Itau is the biggest. The

bank was crowned the most valuable

Brazilian company for 2010 before

other financial brands Bradesco and

Banco do Brasil. With an estimated

manufacturer value of $12bn according

to Interbrand's local rankings, the

achievement of the group in multiple areas

of bank services is definitely beginning to

gain international attention outside their

domestic industry.


South america

The Philippine telecommunications

firm is familiar throughout Latina

America and with a 60% marketshare

is it doesn't most valuable manufacturer in the

area, according to Millward Brown.

It has made high brand awareness

through aggressive marketing

and sports activities sponsorship, which includes

NASCAR, globe tennis tournaments

and soccer events.

Yet does that upset the loyal

followers in Brazil?

We were concerned that Brazilians

would be offended that there's an item

somewhere else that they can couldn't purchase.

It's for what reason the closed-toe model exists

in our concept store and we will be

moving it out over the market. Thankfully

though, the response in Brazil has been

incredibly positive. Brazilians are pleased with

seeing Havaianas going global.

How does brand perception transform

from home market to a global market?



Bajio Itau


How do you have a brand just like

Havaianas, global?

We have a powerful asset that has

developed naturally over 50 years – it's

something no expense in marketing

can build – and on the road to global,

you should always stay loyal towards the brand.

All of us always...

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