Havaianas -the brand has taken the humble flipflop global but it is of interest that the simple slipper is also now synonymous with Brazil.
Many carry a little Brazilian flag on their strap.
Havaianas is symbolic of Brazil's fun, vibrant and spontaneous way of life and it is a strong, relatable identity.
They are sold all over the world, from the UK to Australia. From the pavement stalls to Saks Fifth Avenue.
A purely functional, unpretentious, working-class footwear brand has become the definitional “cool.
Havaianas leveraged storytelling to create an emotional link between the consumers, the brand and the Brazilian 'spirit'.
This Brazilian spirit was a proxy for vibrant colours, joy, fun, positivism, simplicity and sense of humour – universal emotions that are loved about Brazil and positive Latin characteristics, such as sensuality without vulgarity, youth without exclusion and joviality without slapstick frivolity…
India needs many such lifestyle associations and branded statements to be made.
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