Ipanema is headed to Miami.
The Brazil-based brand just inked a sponsorship deal with Mercedes-Benz Fashion Week Swim in Miami. As part of the agreement, the label will host a series of runway shows during the week, showcasing the 2014 collection, as well as a limited-edition style created just for the July event.
“The timing coordinates perfectly with the launch of our 2014 collection, so there’s no better time or place to have our marketing efforts meet up with our sales efforts,” said John Linnehan, national manager of sales and merchandising.
Here, Linnehan talks about the year ahead.
1. How will the fashion week sponsorship impact your business?
JL: Ipanema for several years sponsored both São Paulo Fashion Week and Rio Fashion in Brazil, so our sponsorship of fashion week in the U.S. is an important step for us to get our product and brand messaging in front of the fashion world.
2. As a flip-flop brand, what are some of the challenges Ipanema faces?
JL: The primary challenge is an obvious one: How do you keep people interested in a flip-flop/sandal in the winter? Ipanema does this by making a diverse range of styles and colors that customers have to have, regardless of the weather.
3. What would you like shoppers to know about the label?
JL: [Most consumers] don’t know that Ipanema is 100 percent made in Brazil and 100 percent recyclable. For the 2014 collection, Ipanema took inspiration from the tropical-chic and fashion-savvy lifestyle of the Ipanema neighborhood in Rio de Janeiro.