Ipanema Sandals Collection
Published: 01 May, 2007
A footwear collection showing originality, environmental commitment and above all, social commitment’ is the description of the new Ipanema Sandals Collection. Combine this with the fact that one of the most famous supermodels in the world is involved in the collection and Footwear Today went to talk to David J. Millidge, Director of UK Agents Glass Footwear to find out more…
Q - There are obviously some very important ethical and environmental issues surrounding the Ipanema Sandal Collection that make it stand out from other footwear collections. Firstly can you tell us about the Grendene, the Brazilian company behind Ipanema and its position within the Brazilian footwear market?
A - Grendene are one of the world’s largest footwear producers. Its 22,000 employees produced 176 million pairs of shoes in 2006. They also own the world’s largest mould-making factory and they are one of Brazil’s largest export companies. They export their brands, IPANEMA, GRENDHA and RIDER to 85 countries. Inspite of their size, they are a family-owned company. They are incredibly proud of their environmentally-friendly company and ethical employment principles. Workers at their factories, all of whom are over sixteen years of age, enjoy dental and medical facilities on site, family planning education, transportation and recreational facilities. Grendene’s work with Brazilian supermodel Gisele and the Amazonian Indians is establishing identification with themes of sustainability and corporate responsibility.
Q - Its not often that footwear brands can claim to be directly involved in environmental issues, however it is correct that the Ipanema collection directly supports the cause of the Kisedje Indians. How did this relationship come about and what will be the tangible benefits created for these people by footwear sales?
A - Grendene supports the Brazilian charity ‘Socioambiental’ (www.socioambiental. org) which aims to clean the waters of the Xingu River which runs through the Amazon National Reserve. The Kisedje are one of 18 tribes that live in this national park and therefore are affected by the polluted river, caused by deforestation in the north. The Kisedje Tribe is the face of the charity’s campaign, ‘Y Ikatu Xingu’, meaning, clear and pure waters of the Xingu. Monies from the factory’s profits generated by this range of Ipanema sandals will go to the charity which aims to prevent pollution by re-education and re-planting. Grendene has taken a great deal of care to select a wellrespected corruption-free charity to be their partners in this campaign. However the largest benefit to the good cause will be the increase in public awareness, created buy this world wide campaign.
Q - The Supermodel Gisele Bundchen is also involved with the collection – is this simply a marketing ploy or is she interested in the environmental issues?
A - Gisele Bündchen is the highest paid model in the world but she is not as well known as some of the other supermodels as she is very selective with the products that she endorses. She has always been passionate about environmental issues and she has been involved with Amazon charities for several years. Gisele has described this project as ‘A symbol of Brazilian cultural and biological diversity’. I think that few supermodels would spend 5 days in the Amazon making a promotion film; she is a real ambassador for Brazil.
Q - Will she be supporting the footwear collection directly or purely the environmental issues surrounding it?
A - Gisele has directly endorsed this range of Ipanema sandals and her name appears on two of the four styles. Due to her contractual obligations with other brands, we are not able to use Gisele’s name on the product or advertising here in the UK. However, we are able to use her image and we are therefore supplying retailers with stunning point of sale to accompany the two styles which we are selling.
Q - The styles in the collection have clearly taken inspiration from Indian culture was this deliberate, and is it important to the company that consumers are aware of the issues behind the pair of shoes they are purchasing?
A - Not only has the Indian culture been the inspiration for this range, the Indians themselves have designed the graphics and produced all of the accessories used in the promotional film (www.grendene.com.br/ www/ipanema2007/home). The Kisedje tribe will receive a royalty for every pair sold. Every pair comes with a swing ticket which explains the project to the consumer. However, we expect the consumer will buy these sandals because they are a very attractive quality product, rather than because of the charitable links. The fabulous rich images of Gisele and the Indians will draw the consumer to the product but then, the comfort and quality of the sandals will make the sale. Those people who are more interested in the project will take the trouble to view the website to discover more about this good cause.
Q - When does the Collection become available and to what extent in the UK?
A - The collection is available now from stock from Glass Footwear Limited. info@glassfootwear.co.uk
Q - What price should consumers expect to pay and what sort of margin could retailers expect to make?
A - Style ‘Ikatu Strap’ retails for £15.00 and style ‘Xingu’ retails for £10.00. These prices give retailers a margin of 66%.
Q - What sort of retailers would you envisage stocking the collection and will there be any control on this?
A - As Glass Footwear is the sole UK distributor, we can ensure that independent retailers enjoy exclusivity in their area. We are receiving interest from fashionable boutiques as well as family shoe shops and department stores.
Q - Looking to the future, do you envisage an autumn/winter collection being created using the same influences?
A - No. This project will conclude at the end of this summer. However, Gisele Bündchen is already working with Grendene on a new collection for summer 2008 which will include children’s and babies’ sizes. Details of the new range are currently under wraps but I can tell you it is going to be amazing!!
