$212 $m
One of the most authentic Brazilian brands, the clothing retailer, Hering, can celebrate the fact that it was the fastest growing brand in the Best Brazilian Brands ranking this year. Despite its complex management model, which includes 40 percent franchised stores, the brand is extremely consistent across all touchpoints—from products and service to store experience and communication. Moreover, it is flexible enough to address different types of consumers, whether they are fashion–conscious youth or seniors looking for comfort and quality, with clarity and assertiveness. Currently, Hering is taking advantage of the growth in consumption to move its brand by becoming more aspirational and offering a wider range of products that ally simplicity with fashion—a trail blazed by Havaianas in the past.