Havaianas aims for 20% growth

THE exclusive sub-distributor of Brazil-made flipflops Havaianas in Central and Eastern Visayas is aiming to hit 20 percent growth in sales this year despite the tough competition in the market with the entry of other imported footwear brands.

To do this, A.L. Amizade Marketing Inc. managing director Aimil Sarmiento said they will bank on the younger market and focus on more marketing initiatives to grow the business.

“Keeping our designs in style and knowing what our customers really want is on top of our priorities,” Sarmiento said at the launching of the Make Your Own Havaianas (MYOH) 2012 at the SM Cebu Northwing Atrium last Wednesday.

MYOH is an event that allows people to make their own unique pair of flip flops.

She said that in the past they used to invite parents to attend events like MYOH but now they noticed a change in the profile of buyers.

“We are seeing a younger generation crowding the MYOH. So we are banking on this market who exactly knows what designs and styles they want,” Sarmiento said.

Despite the entry of other imported brands, Sarmiento said Cebuanos have remained loyal to Havaianas.

“Cebuanos are frugal but still they felt they deserve something that has high quality and has value for money,” she said.

Cebu sales from March to July this year grew by 10 to 15 percent. Sarmiento noted 2011 sales were a bit lower from 2010, which was an election-driven year.

Central and Eastern Visayas sales is growing at an average of 10 to 15 percent annually.

Sarmiento is optimistic Cebu sales will continue to grow given the high prospects in the retail industry and growing purchasing power of Cebuanos. The company also hopes to grow the business by opening outlets in new malls here.

The MYOH theme this year is the celebration of the brand’s 50 years in the market.

Havaianas originated from Brazil. The footwear are designed, marketed and manufactured by the Brazilian company Sao Paulo Alpargatas S.A. The brand originally catered to the “young and hip” market but since its entry into the country, the brand has widened its scope, making it popular across all age brackets.

The flip-flop’s embellishment features happiness, 1632, Basipilipinas, and soccer ball that are associated with Brazil.