Brand celebrates Cebu foothold

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Friday, August 1, 2014


THE exclusive sub-distributor of Brazil-made flip-flops Havaianas in Central and Eastern Visayas is aiming for double-digit growth this year as Filipinos continue to patronize the brand, despite the entry of competing players.

“While the entry of new brands has always been a challenge to us, brand loyalty has been the main driver of the continued growth of Havaianas in the Philippines,” said A.L. Amizade Marketing Inc. managing director Aimil Sarmiento during the launching of Make Your Own Havaianas (MYOH) 2014 in the Ayala Activity Center last Thursday.

She said the company is eyeing double-digit growth this year on the back of brand loyalty and high spending of Cebuanos on premium products and brands. Growth in travel especially among the younger market also contributed to the sales. “Our outlets in airports and hotels are doing well,” she said.

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On its ninth year, the MYOH 2014 returned to its Brazilian roots, its theme focused on the brand’s origins, where the 2016 Olympics will take place.

Customers are given the chance to mix and match colors for their customized flip-flops. The event will be open to the public from Aug. 1-3 in the Ayala Activity Center.

Its limited edition pins feature everything about Brazil from the beats to the wildlife, flavors and beaches, to symbols representing summer fun.

Classic staples include geometric and crystal pins. To add a local flavor, a special Cebu pin is made available that is designed by renowned Cebuano furniture designer Vito Selma.

“Nine years is a surprise to us. If not for the good brand to begin with, this whole thing would have been here for only two years,” said Leanne Florendo, also managing director at A.L. Amizade Marketing Inc.

A.L. Amizade Marketing Inc. has 16 retail partners.

The MYOH 2014 is also inspired by a 200-year-old tradition from Brazil as this year’s commemorative pair features colorful Bonfim wish ribbons that are worn for good luck.

The print wishes every wearer alegria, diversao, empolgacao, euforia and felicidade, or joy, amusement, excitement, euphoria and bliss.

Published in the Sun.Star Cebu newspaper on August 02, 2014.

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