Havaianas, Case Study 2009 to 2012
Challenge – 2009 US Revenue Growth Had Stalled
Ecommerce
Wholesale
Brand PosiAoning EvaluaAon
2006 Color
2008
2010
Color
? • 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.
-3-
PosiAoning StarAng Point -‐ Global Brand Mission 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?
US Consumer Benefit & Insight Havaianas allows you to express your style in a spontaneous, passionate, fun way because they have LaAn Flair
Overall CommunicaAon Vision & Customer SegmentaAon
COOL, ASPIRATIONAL Top Tier Print, Specific stories in PR, high touch events, high end collaboraIons
Clients
New Clients
LaIn Flair
Top of the pyramid : -‐ influencers, trend se<ers, -‐ early adopters …
ADVOCACY Social media, email, content, partnerships AWARENESS TradiIonal and digital media, mass PR, POP, guerrilla events, customer experience/events
360 Integrated Approach Events/Pop Up Celebrity & PR Retail & POP
Latin Flair Print, OOH & digital media Ecommerce & Social
Collaborations & Partnerships
CollaboraAons MISSONI ♥ HAVAIANAS
Opening Ceremony
Michael Bastian
Ace Hotels Simon Doonan
Social Media Exclusives
3+ million fans
Partnerships Content
Events Midnight Swim Club Event series with bloggers and secret locaIons available via social media outlets n David Arque<e and Courtney Cox’s house n Hosted by bloggers n 13mm+ impressions n
Pop Up Stores
Limelight Marketplace
Hamptons, NY
Space 15/20 Los Angeles
Chicago
Retail First US Store Bloomingdale’s 59th Street Shop in Shop
Control DistribuAon & Segment Product Indept. Accounts
Key Accounts
Tier 1
Tier 2
VerAcals:
Tier 3
VerAcals:
• Provide each Aer with assigned product assortment. Elevate the brand by reducing distribuAon in lower level stores
Ecommerce – 2009 to 2012 +95% Traffic Driving SEO & SEM
UX – I.e Customization
Assortment and Exclusives
us.havaianas.com
Social Media integration
CRM/Email Marketing
Integrated Promotional Calendar
-14-
Results -‐ WWD ArAcle 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 2012 n Company revenues increase 59% n Brand awareness increased to 33% from 22% (Millward Brown Brand tracking)
2006 to 2012 Company Revenue
Ecommerce
Wholesale
Note: Millward Brown norms reflective of ad results from tracking database