A Brazilian that men will go for
Famous for its beaches and a spectacular and lavish celebration of the pre-Lenten extravaganza of carnival, Brazil is also fast becoming known throughout the world as the source of fashionable footwear. It is not surprising that the colorful, trendy and comfortable slippers and sandals from Brazil have captured an enthusiastic local following. Like Brazilians, Filipinos are generally laidback, but also fun-loving people who enjoy vibrant color and design.
On Oct. 25, a celebration dubbed the Sandalias Festival will be held at the Activity Center of Glorietta Mall in Makati City. This will showcase popular footwear labels Ipanema, Grendha and Rider sandals that are manufactured by Grendene, the largest manufacturer of PVC sandals in Brazil and in the world. The footwear labels are distributed in the Philippines by ELRO Commercial Industries Corporation, and festival activities will include a dance/fashion show featuring the talents of Steps Dance Studio, music by the Latin Band Buganda, face-painting and henna tattoos.
“Sandalias Festival is an opportunity for us to showcase our brands,” says Francisco “Patxi” Elizalde, managing director for the Consumer Group of ELRO. “Each brand that we carry is different and has its own personality.” He explains that while the Ipanema brand is more casual, it is no longer limited to flip-flops. “It has evolved from just beach wear and we are trying to promote it as an all-year brand.” New styles with higher heels and contemporary designs are part of the label’s summer or rainy season campaigns. “We introduce a new style every month,” says Elizalde. “This is what keeps Ipanema fresh in the market and this is what our customers are expecting all the time.” Since Ipanema was introduced to the Philippine market in 2006, its growth curve has continued to go up impressively each year.
Elizalde explains the success of the various labels. “It’s not just slippers. Everyone has his own part of the market, but I’d like to think that this is a more specialized type of footwear. You have to create an image of someone wanting the brand and wearing it proudly.” Indeed, the label Grendha has been embraced by working women because it is a little more “dressy,” yet very durable. “As an everyday shoe for work, it is a little more formal but just as comfortable.”
On the other hand, Rider fits as an after-sport or adventure type footwear for men. “These are the ‘games-type’ guys. I’d like to say it’s for the guys who wouldn’t be caught dead wearing chinelas,” quips Elizalde. The different brands continue to enjoy a loyal following because there is a constant drive to innovate in terms of style. “Our supplier does not do repeat orders. It’s one run and when that is done, you go to the bookshelf of history. There may be variations in the future but we’ll never get the same exact styles again.” Currently, plans are in the pipeline for future “stand-alone” outlets. “Our initial strategy was to create a ‘blanket’ around the Philippines to promote accessibility to the brand. But our plan is to keep pushing the brand and keeping it exposed. We have new sub-brands coming in and we’re here for the long haul.”
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A “Buy 3, Take 1” promo entitles customers to one free pair for every purchase of three pairs of Ipanema, Grendha or Rider sandals. Claim the free item during the Sandalias Festival and you will take home more surprise giveaways. The promo is available at all outlets of Shoe Salon, Planet Sports, Regatta, Chris Sports, Freeway, Styletto, The Athlete’s Foot and Toby’s Glorietta.
