Brazilian retail

Havaianas is among the top 10 valued brands in Brazil

Tuesday, April 02, 2013 - 11:14
From a simple accessory to a fashion icon, the company saw the sales from its own shops go up 35% last year From a simple accessory to a fashion icon, the company saw the sales from its own shops go up 35% last year Photo: Paulo Vitale

For the first time, Brazilian top brands participate in the well-reputed ranking, Best Retail Brands. Havaianas is among the top 10 valued retail brands in Brazil.

Conducted by the international consulting service Interbrand, the report's 2013 edition brings Havaianas in eighth position, valued at US$ 167 million.

The brand grew by exporting the Brazilian spirit and betting on variety of products; it redefined a category and secured a global presence (now sold in more than 60 countries). The position reached by Havaianas shows it is one of the strongest brands in Brazil in several aspects. In addition, it has a great influence on the consumer's purchasing decisions, creating a financial value higher than costs, says Marcelo Ferrarini, Analyst of Brand Strategy and Evaluation at Interbrand.

The criteria observed by Interbrand include the monitoring of consumers' needs, the culture of efficient response, the brand experience, and others.

Source: Alpargatas and Portal Exame