SANDÃLIAS HAVAIANAS: O FENÔMENO DOS “OLIMPIANOS†NA MARCA E NA SOCIEDADE

Brenno Rodrigues

Abstract


The present work verified as the Havaianassandals, manufactured by the Alpargatas in Paraíba, theybecame export product. It revises the path of the mark in theBrazilian and international market. Discusses the marketingstrategies used by the Alpargatas along the last five decades,involving from the planning of Public Relationships to thepublicity in television. It detaches the projection of the markbeside the olimpianos, including models, humorists andother celebrities of the media. It emphasizes theidentification of the Havaianas with the main manifestationsof the Brazilian culture and the tendencies of the worldfashion. It concludes appearing for the positive perspectivesof the product in the global market.Index Terms ⎯ Marketing – Fashion – Havaianas -Olympians

Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.