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business Podcast product Uncategorized

How Havaianas is using collaborations to take over the world

“Collaborations to me, are a love affair,” says Eno Polo, US president of Alpagartas, the parent company of the world’s most popular flip flop brand, Havaianas, on the latest episode of the Innovators podcast by the Current Global.

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Collaborations are at the core of both the brand’s success and its wide reach, but in order to become successful, they need to remain authentic, he explains. “It has to be two-way. I think a lot of brands out there force collaborations, they pay for collaborations. But if you pay for going out with a girl, I don’t call that a love affair. I’d rather it be a natural feeling – she likes me, I like her – and we go out together. That’s what I call a true collaboration, and those are the ones I think are most successful.”

Havaianas shot onto the international stage when French designer Jean Paul Gaultier accessorized his models on the New York and Paris catwalks with the flip flops in 1999, instantly turning them into an object of desire. What followed was a series of fashion brands wanting to collaborate with the now-iconic brand, hoping to borrow some of the color and freshness that only a Brazilian label could bring to the table.

Today, Havaianas produces over 250 million pairs a year, or 10 pairs a second, and is Europe’s number one sandal brand.

Beyond its ambitious expansion plans across the globe comes a mounting pressure for the brand to tackle the issue of sustainability, which may well still be in toddler stages in its native country, but is steadily becoming a business imperative elsewhere.

For Polo, the fact that the company is scaling its retail footprint and office count across Europe and the US means there is a growing internal pressure to become more sustainable. The brand is doing so by focusing on employee welfare, but also wants to tackle and own the fight for sustainability at the beaches where its products are so ever-present.

During this conversation, Polo also talks through the company’s history from catering to Brazil’s working class to hitting the beaches of Ibiza; the importance of creating a retail experience that puts a smile on the customer’s feet; and why creating such a simple product allows the brand to remain fun.

Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Campaigns Editor's pick

Hunter flies giant hot air balloon boot in experiential campaign

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”

Hunter has launched its largest ever experiential campaign with “The Original Flying Boot”, which sees a 120-foot wellington boot-shaped hot air balloon fly across the globe.

Setting off from the brand’s birthplace in Scotland, the boot will be appearing at festivals, sporting events, shows and other key outdoor moments across Europe and the US throughout the year.

The boot, which features all of the iconic wellington (or “welly”) boot’s design details, aims to promote the brand’s position as a British export. The balloon will travel down from Scotland to London in July before heading over to Europe, where it will appear at major events in countries like Spain and Belgium. It will eventually make its way to the US to engage with the brand’s largest overseas market.

The campaign is also being supported by a social media element where users are invited to post pictures of the hot air balloon using the #HunterOriginal hashtag for a chance to win Hunter prizes.

Brands are increasingly tapping into outdoor experiential campaigns not only as a way to keep their name front of mind, but create opportunities for earned media. The more aesthetically-pleasing or original the campaign is, the more it is photographed by consumers and shared on social. Similarly this year for Valentine’s Day, British womenswear and accessories label, Anya Hindmarch, released its Chubby Hearts activation where gigantic inflated red hearts – similar to the design of its handbags that season – were scattered across iconic London spots such as Battersea power station and Hyde Park.

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”

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Editor's pick social media

Calzedonia opts for #TweetCam and Periscope to push swimwear show

CLZ_Calzedonia

Swimwear brand Calzedonia is following in Burberry’s footsteps and introducing the #TweetCam to its summer 2015 catwalk show.

The Italian company has partnered with Twitter to allow fans to gain access to the show via their own personalised shots of it. A series of cameras along the catwalk will capture unique images in real-time to users who tweet using the hashtag and @tweetcalzedonia, sending them back to them with their Twitter handles and a time stamp overlaid.

Calzedonia will also make use of Twitter’s new live-streaming app, Periscope, to capture the scene backstage.

The shows take place twice a day on April 14 and 15, and will also see the launch of the new #CLZ capsule bikini collection, which is aimed at a “young and digital-addicted target”.

A campaign accompanies the line, shot by Mariano Vivanco in London and featuring Instagram and Twitter star Sara Sampaio.

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social media Uncategorized

Alexander Wang serves up Instagram-worthy ice cream in Hong Kong

Alexander Wang has been spreading summer cheer in Hong Kong with a black ice cream truck stationed outside its Harbour City store for the past two weekends. The branded van has been handing out free ice cream to customers and passers-by.

The ‘Eat Me’ campaign, developed in collaboration with HK boutique, Joyce, was launched to celebrate the two year anniversary of Alexander Wang Harbour City. Those who commemorated their ‘Eat Me’ moment on Instagram using the hashtags #joycehk and #alexanderwanghk had the chance to win an Alexander Wang gift.

Sure enough, the initiative drew quite a crowd – people of all ages were captured queuing up for the chance to enjoy ice cream out of the branded ice cream cones. The result was Instagram buzz from young and old alike, with winners of the competition receiving prizes such as a yoga matt and a domino set.

Alexander Wang Eat Me Truck Alexander Wang Eat MeAlexander Wang Eat Me 3
By Anna Abrell