Male market demand buoys sales of Havaianas in RP

CEBU, Philippines – Despite the entry of more flip-flop brands in the Philippines recently, Brazilian brand "Havaianas" continues to post positive performance in the country now buoyed by the growing demand from the male market.

The growth of the Havaianas brand in its seventh year in the Philippines, is not only fueled by the sustained interest of the dominating women market and emerging men consumers, but also because the product has become part of the Filipino lifestyle, said Leanne Tonette Florendo, managing director of AL Amizade Marketing Inc., Havaianas sub-distributor in Central and Eastern Visayas.

She said the share of the men market now has increased to 30 percent, from less than 20 percent in the last few years. 

"People stop seeing us as a 'fashion brand,' But Havaianas transcend from being just a mere fashion product to a lifestyle necessity, especially with our tropical location, and being a tourism haven," said Florendo in an interview with The Freeman.

According to Florendo the entry of other brands, has given the market wider options, and it also reinforced the positioning of the country, as one of the largest flip-flop markets in the world.

In 2009, the Philippines earned recognition as one of the top five revenue contributors of "Havaianas" from 120 countries worldwide.

While Havaianas has managed to sustain and grow its market despite the odds of competition, imitation, foreign exchange fluctuations, Florendo said the increasing male market has driven the growth of Havaianas' distributorship specifically in Central and Eastern Visayas.

She said Havaianas has now become a "fashion staple" for all family members, including the male consumers.

She said the brand is primary selling "comfort" and product's durability, beyond its fashion appeal. The reason, why after five year's of holding the "Make Your Own Havaianas" (MYOH) volumes have increase year-by-year, regardless of economic difficulties.

In 2009, although the company has felt a slight effect of the global economic recession, Florendo said sales performance during the year experienced a "plateau", but this year, she said the company is seeing improvement.

"The brand belongs to affordable-luxury segment," she said adding that the brand has also felt what the economists called as "lipstick" effect, where in people buy good things to feel good during crisis, or severe economic depression.

No matter how difficult the economy, Florendo said "there are even more people buying affordable-luxury products, and that includes Havaianas."

This Brazilian-brand has pioneered the trend of flip-flop casual footwear in the Philippines. It has significantly, made a big hit in the country, including Cebu, and other neighboring provinces despite its high cost component, because of the tropical environment. (THE FREEMAN)