CEBU, Philippines - Brazilian flip flop brand Havaianas has managed to sustain its leadership in the Philippines amid the influx of different global names in the flip flop category.
For almost a decade that it has been in the Philippines, the brand has outgrown being seen as a mere fad or trendy flip flop choice as evident in the consistent double-digit growth of exclusive distributor AL Amizade Marketing Inc., for Central and Eastern Visayas.
Leanne Tonette Florendo, managing director of AL Amizade Marketing Inc, said that the brand is now catching up to hit the younger market, as it has become a family's favorite flip flop brand owing its high-end brand equity.
"The brand did a natural progression from loyal parents who have been making Havaianas their favorite flip flop choice, now it has gained the interest of the younger market," said Florendo.
Florendo and partner Aimil Sarmiento are the exclusive distributors of Havaianas in Central and Eastern Visayas market.
The market's strong loyalty, as well as the younger market's patronage to the brand despite the growing number of new trendy brands available, Florendo said has strengthen the company's plan to expand its distribution network in the Eastern and Central Visayas area, specifically in the tourism hot-spots.
"This brand has amazed us in so many ways. The good performance came as pleasant surprise for us considering the entry of more flip flop brands," said Sarmiento.
The tropical and relaxed environment in the Philippines, has sustained the foothold of Havaianas in the market, Sarmiento said adding that the market has grown over the years, and now it has become a household brand for flip flop products of Filipinos.
“People stop seeing us as a ‘fashion brand,’ Havaianas has transcended from being just a mere fashion product, to a lifestyle necessity, especially with our tropical location, and being a tourism haven,” said Florendo.
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 younger, as well as foreign tourists markets 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.
Havaianas is currently holding its 9th Make Your own Havaianas (MYOH 2014) at the Ayala center Cebu until the 3rd of August. (FREEMAN)