Fila

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FILA’s Positioning

Mission

Bring out the elegance in life through sports

Fulfill an unmet demand


High Price for sports fashion from
the middle class
Blue
Expand target age group
to 20-45 through a mix of
multi-product lines
White
Red
Offer customers in-store
multi-scene for mix-and-
Originale match outfits for different
occasions
Mid-to-high
Price
The 20-year-old The 45-year-old
FILA KIDS’ Positioning

FILA KIDS focuses on the target market of 7-12 year old children from high-income families
offering leisure lifestyle clothes and accessories for different occasions, similar to FILA's
brand positioning and target market. The target market is expected to further expand to
between 3 and 12 years old.
FILA’s Strategic Roadmap

Goal
Become one of the top three international brands in the high-end sports market
Business
Retail sales CAGR: over 30%
Target
Brand
Italian style that combines elegance and vitality
Positioning

Target Middle class and above: elegant sports lover who enjoys fashion and life
Customer

Strategic
Initiatives:
Full value
chain
brand and
retail
High on Exclusive in Specialization in Maximization
model Brand Focus Retail Product in Retail
Channels Development Profitability
FILA’s Full Value Chain Brand and Retail Model

Branding Production Logistics Retail

Brand Strategy; Material Development; Direct Store Delivery; Visual Merchandising;


Product Planning & Design; Supply Chain Management; Synergy of Nationwide Stock Product Operation;
Branding; Quality Control Management; Retail Standards;
Product Marketing Online and Offline Channels CRM
Connection;
Overseas Merchandise Allocation

1. Enhance end to end process to maximize value for consumers


2. Integrate brand legacy into brand value and identity
3. Effective execution of flat management structure from headquarters to stores
FILA’s External Opportunities
Reasons for Purchasing Reasons for Purchasing
Yoga Outfits Running Shoes
% Female % Male
Product Characteristics Product Characteristics
Comfort Comfort
Flexibility Breathable
Light / convenient Light / convenient
Breathable Cushioning
Sweat-siphoning Non-abrasive
Fast-drying Strong protection
Style Characteristics Grasp
Body shape / fit
Design Brand Characteristics
Color Professional sportswear brand
Cutting Famous brand
Mix and match High-end brand
Multi-occasional Running-focused
Brand Characteristics Style Characteristics
Yoga-focused Design
Professional sportswear brand Mix and match
Famous brand Color
Stylish / meaningful brand
High-end brand
source: A .C .Nelson(2016)
Change in consumption trends
1 Favorite brands are no longer Deeper focus on products Entertainmentization trends
determined by a particular brand in 2 3 In addition to the increasing popularity
its own right, but rather the image The primary motivations behind consumer of sports, the appeal of entertainment
they portray. Consumers feel they purchases has shifted from brand to trends has also grown in recent years.
can associate with the image of the product quality; and within apparel FILA’s fashion style and its celebrity
brand and believe it reflects their category, style consideration is ahead of endorsements generate more noise
personality, values and attitude of brand name. and brand exposure.
living.
The Advantage of FILA’s A-Century-Old
Brand Heritage 1950-70

1911 1930-1940 1950-1980 1990-2000

2015 2011
FILA’s Unique and Classic DNA is Highly
Differentiated

Traditional top-quality
products
FILA has developed a number of
traditional renowned products in
the past, particularly for high-end
individual sports such as tennis
and golf, etc.

Classic vintage design


The large classic FILA logo has
been the sources of inspiration
for unique design. Numerous
classic designs enabled FILA to
always set fashion trends over
endless fashion cycles in the past
century.
FILA’s Global Merchandizing Resources
FILA’s Advantage from Global Resources of
Fashion Crossover

1. Access to global fashion resources has


continued to enhance perceptions of FILA’s
brand in China
2. FILA’s global cross-border resources also
afford FILA China to attain more selection
and creative space for design
FILA’s Cross-border Collaboration
FILA’s Internationalized Merchandise
Senior Management Team

VP VP CDO Designer

1. International brand developed by the international 2. Leverage on localized consumer database to


merchandise team offer the best cutting that fits the shape and
size of Chinese consumers
FILA Invests in Product Development and
Innovation

30 50 100 100%
% % %

Proportion of Proportion of Proportion of Proportion of


Material Innovative World-class World-class
Imports Material Material Garments and
Suppliers Shoes
Manufacturers

Along the entire production chain, only top-tier suppliers are chosen
Direct Brand Retailing,
Efficient and Flat Management
Human capital:
1. 15 branch offices across the country with flat and vertical management in
across all markets except Tibet
2. Implementing a two-way reporting and communications structure

Merchandises:
1. Centralizing the inventory management across the country, the YTD
overall inventory-to-sales ratio is less than 6. With Jinjiang as the
warehouse headquarters, 8 RDCs have been set up across the country for
direct store delivery
2. Connecting online and offline retail channels for nationwide merchandise
allocation and transfer
Stores:
1. All retail shops have a strict standardized store design with a uniform and
centralized layout and construction SOP
2. Retail executives from the headquarters regularly work on-site to standardized
store layout and display with an aim to enhance visual merchandising quality
3. Retail staff training is standardized to ensure sales campaign messages and SOP
are understood and strictly followed
Rising Star of the Industry

The Making of a New Star in the Industry


1. The refreshing sports fashion image enables FILA to
have a stronger competitive position and better locations
in malls.
2. Products become popular and generating strong sales
performance.
3. Celebrity endorsements, product placements in TV
shows and event sponsorships have developed
recognition of our brand and enhanced its equity.
Develop “Multiple Stores in One Location” or
Integrate Brands in same Flagship Stores
Based on the situation of malls, FILA plans to expand its presence in key malls across China by
implementing “Multiple Stores in One Location” strategy or opening flagship stores carrying all sub-
brands and product lines. Through leveraging the market presence of malls, FILA will tailor make various
customer experiences and proactively participate in the campaign of “super IP” creation.

Sports Fashion Professional Sports Kids Sports Fashion Trendy Sports

Store in Guangzhou Demonstration of


Demonstration of Demonstration of
Grandview Plaza Professional Sports
KIDS Store Experience Zone Trendy Store Experience Zone
Experience Zone
Brand Specialization
1. Targets Mid-to-high End Customers and Expands Customer Base Vertically and Horizontally
Maturity

Blue Blue Series


Targets high-end customers between the ages of 35
to 45 and plans to expand customer base to those
Golf with a psychological age of 45 year old.

Originale Series
Lifestyle Tennis Targets customers between the ages of 25 to 29 and
plans to expand consumer base to those with a
Red psychological age of 18 year old.
Fitness
Professional Sports
Training Officially return to the professional sports market in
2018.
Originale

Youth

Lifestyle Sports
Brand Specialization
2. Specialized Touchpoint and Precision Marketing

Omni- Trendy Stores


touchpoint for Youth
Marketing

Crossover
Branding “Fan Economy”
Specialization in Product Development

Launch Hot-
Segmentation
selling Items

Consumer Innovation
Research R&D

1. To identify the 1. To distinguish the 1. To set up a 1. To launch


unique selling point lifestyle category and footwear R&D responsive products
of footwear and the the athletic category center and to by 30 days
product mix of the 3 2. To distinguish each enhance the 2. Continuously invest
product series product series under technological value in the enhancement
2. To determine the the lifestyle category of footwear of footwear. Target
development 3. To distinguish each 2. To enhance to increase the
direction of sports sub-segments material footwear sales
performance under the athletic innovation, and to contribution to 30%.
sportswear category maintain a certain
3. To determine the % of products using
proportion of innovative
kidswear materials
Supply Chain Strategy:
Responsive and Flexible Supply Chain

30,30

Through optimizing and upgrading the supply chain,


we aim to shorten the quick response time to 30 days
or less. We are also devoted to achieving the target of
30% of sales come from responsive products.
Exclusive in Retail Channels and Maximization in
Retail Profitability
Merchandising operation Retail operation

Full-price Stores
Improved inventory control can Retail model upgrade: high value +
Customers need fashionable
products that are constantly
updated. We offer them luxury
enhanced channel distribution multi-scene + retail training
boutique shopping experience.
precision

Outlets Establish designated retail


Establish merchandize
Customers need a warehouse-
style shopping experience with operation model for FILA outlet
management model for
discounts, neat product &
displays, full range of sizes and channels
responsive services (different outlet channels
to mega sale outlets)

Kids Integrate marketing with a focus on


Better understanding of customers’ New “4 + 4” headquarters
children. Offering them a family- increasing the proportion of VIP
friendly shopping experience with distribution and retail model
full range of sizes available and purchase
guidelines that help customers find
sizes in proportion with kids'
height/age.

Overseas
Providing fashionable and
Global procurement + speedy Retail model upgrade: high value +
globalized products that are in
season as well as internationalized
delivery multi-scene + retail training
services; establishing a new image
for the brand.
Store Interior Strategy: Continue to Adopt
In-store “Multi-scene, Multi-series” Strategy

1. We carry out an entire 2. We cited luxury hotels as the 3. We regularly update FILA’s in-store music
upgrade of the décor in our benchmark for our stores' décor and and play U.S. and European tunes to
stores every two years on introduced aromatherapy fresheners consumers while they shop. By improving our
average in order to provide in our flagship stores to provide a comprehensive and multi-dimensional
more attractive visuals to more pleasant environment for branding sense across our stores, we aim to
consumers. customers. provide customers with a more enjoyable
shopping experience.
Retail Channel Strategy: Focus on the Opening of
Landmark Flagship Stores
Retail Channel Strategy: Focus on Tier-1 and Tier-2
Cities and Maintain Stable Growth in Store Number
The average store size was approximately 110 sqm in 2015 and increased to
approximately 130 sqm in 2016. It is expected to reach over 150 sqm in 2017.
1000 900+

750+ Focus on core commercial areas


800 in Tier-1 and Tier-2 cities and
expand business scale by
constantly increasing the store
600+ efficiency
600
500+ Focus on opening big stores with
sales floor areas of over 150 sqm
Adopt different décor and
400 experience zones according to
different store size

200
100+ new stores will be opened
every year

0
Y2014 Y2015 Y2016 Y2017E
FILA FILA KIDS
FILA Multi-brand Sales Targets
Retail sales CAGR target: >30%
Total number of stores target by 2020: 1,500-1,600

1 FILA Fusion 5
Sports Fashion Trendy Sports

2 Athletics Outlets 6
Professional
Sports

3 Kids Overseas 7

More 8
4 E-commerce
possibilities in
the future
FILA’s Prospects – Sustainable and Fast Growth
FILA is benefiting from the rapid growth of middle-
class and consumer trade-up

23% 48%

2005 2020
Source: GSS Source: Euromonitor database Sports trends are becoming popular all
over the world

In-store multi-scene provides customers with more options Continuous crossovers attract constant attention and
create buzz about FILA
LIVE YOUR ELEGANCE

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