Havaianas flip-flops are an international phenomenon. They have one of the world’s simplest designs, and yet they are one of the world’s most iconic fashion items. The first pair of Havaianas was created by Scotsman Robert Fraiser in 1962. Since then, the company has taken great care to identify itself with the positive aspects of Brazilian culture. Havaianas has used creative marketing strategies to achieve its popularity, and it now positions its flip-flops as a premium brand.
Havaianas dominated the large domestic market in Brazil throughout the 1980s but the company began to see its sales fall in the 1990s. The decrease coincided with (and was most likely caused by) an upturn in the Brazilian economy, which meant that ordinary citizens suddenly had more money to spend. Flip-flops were not the footwear of high-income earners.
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