Case study for brand marketing, e-commerce and retail from 2009 to 2012

1. Havaianas, Case Study 2009 to
2012

2. Challenge – 2009 US Revenue Growth Had Stalled
Ecommerce
Wholesale

3. -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.
?

4. 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

5. Havaianas allows you to express your style in a spontaneous, passionate, fun way
because they have Latin Flair
US Consumer Benefit & Insight

6. 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
AWARENESS
Traditional and digital media, mass PR,
POP, guerrilla events, customer
experience/eventsLatinFlair
Overall Communication Vision & Customer Segmentation
ADVOCACY
Social media, email, content, partnerships

7. Print, OOH & digital
media
Celebrity
& PR
Events/Pop Up
Collaborations
& Partnerships
Ecommerce & Social
360 Integrated Approach
Retail & POP
Latin Flair

8. Simon Doonan
Ace Hotels
Collaborations
Opening
Ceremony
Michael Bastian
MISSONIMISSONI ♥♥ HAVAIANASHAVAIANAS

9. Social Media
Results
3MM+ Facebook Fans
Content
Exclusives
Partnerships

10.  Event series with bloggers and secret
locations available via social media outlets
David Arquette and Courtney Cox’s house
Hosted by bloggers
13mm+ impressions
Midnight Swim Club
Events

11. Limelight Marketplace
Space 15/20 Los Angeles
Hamptons, NY
Chicago
Pop Up Stores

12. Retail
First US Store
Bloomingdale’s 59th
Street Shop in Shop

13. 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. -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

15. 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 2012
Company revenues increase 59%
 Brand awareness increased to 33% from
22% (Millward Brown Brand tracking)

16. Note: Millward Brown norms reflective of ad results from tracking database
2006 to 2012 Company Revenue
Ecommerce
Wholesale