My personal lovemark: Havaianas

The topic about lovemarks is long gone but I couldn’t help to bring the topic once more, especially because some brands become so popular that, sooner or later, become international lovemarks. We talked about them during the class: Starbucks, Bic, Ben & Jerry’s… I intend to talk about one of my personal lovemarks, which turned out to be one of those cases.

I believe you know Havaianas, a Brazilian flip flop’s brand.

The brand was launched in 1962, inspired in Zori, the Japanese sandals (in fact, that is the reason why each Havaiana has a specific rice pattern).  It became popular over the years and, by the beginning of the nineties, publicity took a huge step with celebrity endorsement, being Havaianas the thing to wear in Brazil. In 2000 began the internationalization of the brand, on a way that, by 2003, an exclusive model was given to each of the Academy Awards’ nominees. Now, they exist in more than 60 countries all over the world.

The brand became huge! You can find them anywhere, and I had no idea of that fact; just the other day I was walking through Gent and I saw someone wearing a pair. You have models for every taste and price: from the most cheap ones and simple to expensive and full of decorations, every colour and combination… you can even design your own model, in some countries!

It became trendy, at least in Portugal, to have a pair of Havaianas. The thing is that you can get the same kind of flip flops cheaper in any store, but people still continue to find that these are the ones, the best, the cutest ones. I cannot say that I don’t agree with the opinions.

For me, I don’t think is about fashion or being trendy (because, we all know that, when the Summer comes, you can see Havaianas everywhere, every time); I just like them. I’m positively sure that I don’t need to spend this kind of money in flip flops, but the thing is that the design and everything surrounding the brand attracts me. I’m even wearing them right now, at home. I don’t call my flip flops by flip flops anymore, just Havaianas, which I know that Im not the only one.

More than a pair of shoes, are an accessory, an accessory that people like to show to others. I believe I can say for sure that this is one of the biggest lovemarks in Portugal and, I must say, one of my personal ones, too.

You can get all the information about Havaianas in their website: http://havaianas.com

Inês Maria