The cross-boundary balenciaga speed trainer cooperation on JASON WU x FILA indicates the integration of fashion and sports, which is also the main trend of fashion development. Jason Wu cleverly introduced high-end design into everyday casual clothes, added individuality and fashion into elegant and classic design, and formed a completely novel series of fashion clothes. He showed the unique Italian style of FILA by integrating elegancy and vitality. In 1911, Fila brothers initiated FILA in Biella, a small Italian town. At that time, FILA was only an enterprise spinning and knitting clothes. Now, it is a centurial brand of everyday fashion clothes. In the 1970s, in order to develop in a diversified way, FILA started to produce sportswear, and successively released products for tennis players, golfers, exercisers, skiers, mountain climbers, basketball players, etc.
The storied brand, he lets on, has gone through a bit of churn over the last few years in India. "But now it's ready to take the next big bold leap," asserts Batra, adding that Fila has reloaded a very high style quotient in its products as it gets ready to switch gears. "We bring fashion to sports and sports balenciaga triple s to fashion," he says. Present in India since 1970s, Fila has seen sedated growth compared to its much illustrated contemporaries like Adidas and Puma. Last March, German biggie Adidas became the first sportswear brand in India to cross the Rs 1,000-crore revenue mark. The same fiscal, Fila posted a modest Rs 125 crore. "We are likely to post 40 percent more revenue over last balenciaga shoes fiscal," says Batra, who didn't want to share the bottomline but claims to be profitable.
What was also missing in Fila's arsenal was a unified brand strategy. Though the brand was present across multiple categories and price points, there was a disconnect in terms of seamless integration and uniform brand language. A year after joining the family business, Batra decided to opt for a more hands-on approach. In 2014, he went back to the drawing board and devised a new strategy by looking at the product mix, closing down most of the outlets that were adding no value to the brand experience, exiting some of the footwear categories, created a design department that was edgy, and adding a lot of global products that were not available balenciaga sneakers earlier in the country. The results are for all to see.
Fila has got a pricing strategy which helps it compete with other global brands. Being a prominent sportswear brand the pricing strategy in its marketing mix adopted is generally competitive pricing with large number of famous brands like Nike, Adidas and Reebok competing for large market share. Generally the trend of pricing is to maintain prices slightly lower than the competition brands to gain advantage in capturing consumer share. Some of the products also demand premium value due to its higher brand value. The major advantage of Fila is to have lower pricing and provide high quality products making it more affordable to the consumers. Fila products possess a value based pricing model for its products. Fila has established its presence in eleven countries through its offices.
Fila brand has been associated with major sporting events through sponsorship and has gained wide visibility through this strategy. Some of the major events include major tennis events like BNP Paribas Open in Indian Wells, California, Sony Open in Miami, Florida and the Hall of Fame Tennis Championships in Newport, Rhode Island, the Porsche Tennis Grand Prix and the BMW Open in Germany. Fila had brand ambassadors like Bjorn Borg, Kim Clijsters and recently Virendra Sehwag endorsing its products. Fila associates itself with being athlete oriented and therefore has a loyal customer base with its association in different sports. It has also used online platform along with print media and visual promotions to popularize the brand with its trendy and fashion based products.
The company presently owns 11 factories with over 5000 employees worldwide. Fila has been associated with major sporting events balenciaga speed runner by being event sponsors and has famous sports personalities as brand ambassadors. Famous tennis players like Bjorn Borg, Kim Clijsters and others have endorsed the brand Fila. Presently the brand is aiming to rise from its sportswear origin to being more fashion oriented context. This is not an Under Armour warehouse. It's Baltimore's other sneaker company Fila a brand with Italian heritage, tennis roots and a lengthy, if little-known, local history. Fila's suddenly connecting with a new generation, thanks to its retro appeal, the bulky sneaker  trend and collaborations with stores such as Urban Outfitters. |
