Viral ‘shoe-in’: Step-by-step sustainable journey of VIVAIA’s growth in PH

MANILA, Philippines –  Facebook ads, reel algorithms, online celebrity sightings, and influencer-driven campaigns — VIVAIA is a name many women recognize purely from social media.

It’s a genius marketing strategy that plays on the “out of sight, out of mind” belief — since it is all over one’s timeline, name recall subconsciously starts to grow. And yet, instead of feeling annoyed, people grew curious. Word-of-mouth customers swear by its comfort, flexibility, and inclusivity in terms of foot size and shape, and others begin to think: Is it really as good as people say it is?

For years, many Filipinos relied on worldwide shipping or pasabuy orders just to get their hands — and feet — on a pair. That’s why shoppers were ecstatic when VIVAIA finally opened a pop-up store at Power Plant Mall in Rockwell in January 2025. Lines formed, with many nervously anticipating that this would be the last they’d see of the brand in the country — the pop-up was only for three months.

But more pop-up stores followed, and shortly after, permanent spaces. Shangri-La Plaza came next, followed by SM Megamall, Glorietta, Power Plant, SM Mall of Asia, and more locations already in the pipeline, all in less than a year.

How did the Philippine team pull this off so quickly?

“Our vision was to introduce a brand we truly believed in — one that offered quality, comfort, and style that Filipinas could connect with,” VIVAIA PH CEO Eira Peña told Rappler. And the rest followed.

Stepping into new ground

VIVAIA PH operates under Peña’s business group AMAVI, whose name comes from the Latin phrase Veni, Vidi, Amavi — “I came, I saw, I loved.” That’s why Peña only brings in brands she and her partners personally use and love. When they discovered VIVAIA, the alignment felt natural, especially with the founders’ vision.

“It was the first brand we felt fully confident in, not only because of its strong sustainability mission, but because we saw a real gap in the local market,” Peña said. “There weren’t many options that combined sustainability, comfort, and style. VIVAIA filled that need perfectly.”

The Power Plant pop-up was them dipping their toes into the market. They didn’t expect the long lines on opening day.

“We honestly didn’t anticipate the overwhelming response,” Peña said. “Seeing how quickly customers embraced the brand — and how it became part of their everyday lives — has been incredibly rewarding. It reassures us that there’s a real appetite for thoughtfully made, globally loved products in the local market.”

There is a growing Gen Z preference for eco-conscious brands. Younger consumers are more willing to spend on intentionally made pieces that are more expensive but last longer, rather than cheaper options from fast fashion or overseas.

On the right foot

VIVAIA’s shoes are made using recycled and eco-friendly materials that are carefully sourced and thoughtfully repurposed; from recycled PET and sugarcane EVA, to repurposed faux fur, rice husks, herbal insoles, natural rubber, and recycled packaging.

Founded around a simple pain point of the VIVAIA’s founder — “why can’t heels, and women’s shoes in general, feel as comfortable as sneakers? ” — the brand now operates in 61 countries and has recycled over 36 million plastic bottles worldwide.

The brand also uses knit-to-shape technology, which reduces production waste by over 30% compared to traditional footwear processes. Many styles are machine washable, while others can be wiped clean with a VIVAIA cleaning kit, “reducing the need to throw shoes away once they get dirty,” the brand said.

“The response to our messaging has been really positive,” Peña said. “More customers are moving away from traditional leather and seeking sustainable options. Many are genuinely amazed to learn that with every pair they purchase, they’re helping recycle six plastic bottles.”

Tiptoeing around challenges

Bringing a globally known brand into the Philippines was “definitely a tough process,” Peña said. Challenging, like any brand entry, but more so because the team wanted to stay true to VIVAIA’s mission.

In an economy that’s still developing and a market oversaturated with both local and international brands, feeling overwhelmed — as a consumer and as a brand owner — is normal. So for Peña, the challenge was making sure VIVAIA didn’t become just another “fad” or viral trend.

“We feel like the brand has done well staying classic, while also keeping up — and sometimes even setting the trend — through product development,” she said. “Each product keeps evolving, and we hear that directly through customer feedback.”

This is where VIVAIA’s “2.0” approach comes in. Many styles are upgraded based on real user input — like the Margot 2.0, the improved version of the original bestseller. With feedback guiding development, versions 3.0 and beyond are part of the company’s strategy.

But VIVAIA’s price point is another hurdle. With pairs of flats, sneakers, and heels priced between P6,000 and P10,000, VIVAIA sits on the higher end of the market.

“Expensive doesn’t always mean better, and cheap doesn’t always mean worse,” Peña said. “It’s about striking the right balance — offering products that last, serve a real purpose in everyday life, and deliver true value for money.” Beyond aesthetics, Peña said the value lies in the full package: sustainability, craftsmanship, comfort, and ease of maintenance.

“We’ve had customers tell us it’s the only shoe they use now because of how comfortable and easy it is to maintain,” she said. “Being machine washable saves them time and makes their shoes feel new for longer.”

Step-by-step strategy

The brand’s expansion had been in the works for some time, but what sped it up was confidence — built on “incredible feedback” from Filipinas. “Their response reassured us that there’s a strong demand and appreciation for what we offer,” Peña said.

Another key factor was the team behind the brand. “From operations and logistics to customer experience, it’s really a collective effort that made this rapid growth possible.”

Power Plant Mall was always a goal because it aligned closely with the brand’s market.

“We started with just a 14-square-meter pop-up,” Peña said. “Now we’ve grown into four permanent stores in less than a year. It really feels full circle.” Expanding quickly came with challenges, but it also forced the team to grow alongside the brand.

“One of the biggest lessons was setting strong systems early on — from quality control to building a customer-centric retail team,” Peña said. “Even with minor hiccups, those challenges helped strengthen our operations and deepen our connection with customers.”

Stepping forward

Deciding which styles to bring in-store remains a challenge, given VIVAIA’s wide range of SKUs. The strategy, Peña said, is to always listen closely to your customers.

“We carry our best-selling styles, but we also bring in those we get a lot of requests for,” she said. “We even make it a practice for our head office staff to assist in-store, just to hear feedback and understand what customers are looking for.”

Beyond business success, Peña hopes VIVAIA PH can make a positive, lasting impact on Filipinas’ everyday lives with purposeful and peso-worthy shoes that can last.

The long-term vision is to make the brand even more accessible, with upcoming stores in targeted Metro Manila locations before expanding to Visayas and Mindanao. For Peña, growth is slow and steady, and is achieved one step at a time. – Rappler.com