Gap Hosts ‘Flip-Flop Shop’

Gap’s flagship store in New York will host a Havaianas brand “Urban Beach Flip-Flop Shop” from April 30 to June 13.
“Flip-flops are such an iconic symbol of summer, and we’re excited to be working with Gap to bring the best rubber sandals in the world to Fifth Avenue,” said Elaine Sugimura, president of sandal manufacturer Havaianas USA, in a statement. “The Urban Beach Flip-Flop Shop is our first standalone endeavor in the U.S. . . . [bringing] a bit of Brazilian warmth and color to New York City this summer.”
The pop-up shop will offer the latest styles from the sandal brand (SRP $18-32), along with a weekend-only “Make Your Own Havaianas” customization bar. There, consumers can choose from a variety of colorful straps and foot-beds. The shop also will have an embellishment bar, open daily, offering various pins, initials and crystals to add to the rubber sandals.
The Havaianas pop-up shop is a part of a series rotating installations at Gap’s concept store adjacent to it’s East 54th Street and Fifth Avenue retail location. “A key component of Gap’s marketing strategy, the concept store, is Gap’s laboratory for consumer engagement and has allowed Gap to partner with a host of interesting brands, companies and organizations to offer new and exciting ways to connect and interact with its customers,” said a Gap rep.
The most recent concept installations include: an opportunity for kids to dress up in Gap apparel and dance with Ballet Tech Tiny Dancers Studio on weekends; an exclusive sale of Rhode Island School of Design student and faculty redesigned Gap cardigans; a colorful Pantone T-shirt shop; and Gap’s (Product)Red gift-shop from which sales proceeds went to fighting AIDS in Africa.
Select styles of Havaianas for men and women will be carried in Gap stores nationwide through August, with a selection of locations carrying them year-round.

Publish date: April 23, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT