Ivana Perovic, CEO, AP Group says, "There is a marked change in the dressing preferences of Indians and now there is a demand for products like Havaianas. We have kept the numerous changes in mind when we entered the country," says Perovic. Perovic is also enthused by the response received in India by another footwear brand - Crocs, that also has a range of colourful offerings.
In 1998, Havaianas created a model especially for the World Cup, featuring a small Brazilian flag on the strap. This model soon quite popular worldwide. Since then 205 million pairs of Havaianas is sold worldwide per year. The brand is also popular among many celebrities like Jennifer Aniston and Ashton Kutcher - who have been often spotted wearing the flip-flops.
In India, the Havaianas range starts from Rs 790 onwards and comprises flip-flops, espadrilles and rain boots. All the products are currently imported into the country, but Perovic says if there is enough market demand, the brand could start producing here. Havaianas will be retailed through shop-in-shop formats that will range from 30 - 350 square feet in area. The 30 sq. ft. format will be a single kiosk that showcases the brand within large format stores.
Talking about the communication for the brand, Perovic says the brand has partnered with music festivals, college festivals and yoga studios. "We want to talk to the youth, who already love the brand. They are also very fashion conscious," explains Perovic. The brand will be sold in metros and Tier 1 cities and will be sold through premium shopping outlets. While Perovic shies away from sharing revenue targets, she says Havaianas want to sell 1 million pieces in India in the next three years.
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