資料來源：http://chinapost.com.tw/guidepost/topics/default.asp?id=2960&pre=1&sub=6
After they were first released, they quickly became such an essential item for Brazil's poor that they were included on the list of basic necessities, such as rice and beans, that the government used to calculate cost-of-living increases. "Havaianas were almost synonymous with poverty," said Rui Porto, a longtime Havaianas executive who now works as a media consultant for the brand.
By the early 1990s, with domestic competitors eating away at Havaianas' market share, the firm made a bold shift in strategy. Its plan to rebrand Havaianas as a fashion accessory was wildly successful. Suddenly, middle- and upper-class Brazilians who previously wouldn't have been caught dead in Havaianas were snatching them up in multiple shades for all occasions.
Still, despite their adoption by the elite, Havaianas continue to appeal to their original customers at the bottom of Brazil's class hierarchy. "I have been wearing Havaianas ever since I can remember," said Vania Lucia Ribeiro, a 32-year-old maid. "I can't imagine living without them."
資料來源：http://chinapost.com.tw/guidepost/topics/default.asp?id=2960&pre=1&sub=6
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