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THE CULT OF A BRAND
The year is 2008. The brand is the cult brand that captures Brazilian spirit better than any other, Havaianas. Considered one of life's affordable luxuries, Havaianas is about to grow and become within 3 years, a billion dollar brand. Led by an ambitious CEO and client side team, they seek out a newly formed partnership with IDEO. The challenge is to help the Havaianas stage it's first step into a broader world of fashion accessories throughout the USA, a $300B market size alone. IDEO teams work tirelessly interviewing 50+ Brazilian families from the favelas to the upper echelons of society and everywhere in between along with countless groups within factories, suppliers and retailers to unlock insights that represent the essence of the Brazilian spirit. Within 18 months, 7 new bags, one new espadrille, the original Brazilian alpargatas, a line of colorful rain boots and new styles of flip flops make their way into peoples's lives. The collection is launched first into the Brazilian market at Sao Paulo Fashion week using it's local power to engage fellow Brazilians to bless this step into fashion accessories. It is all systems go for the next step into the USA and beyond. The results are clear, Havaianas has presence in 80 countries worldwide, revenue at $1B and extended it's reach to a broader collection of footwear, and fashion accessories that fulfill the task of strengthening it's cult brand status.
