Published on March 20, 2014
Presentation On By ajay Singh
Nature of Company Fila is one of the world's largest sportswear manufacturing companies. Founded in 1911 in Italy, Fila has been owned and operated from South Korea since a takeover in 2007. Fila now has offices in 11 countries worldwide.
Fila was created in Biella, Piedmont, by the Fila brothers in 1911. It originally started by making clothing for the people of the Italian Alps, now manufacturing sportswear for men, women, kids and athletes. The company's primary product was originally underwear, before moving into sportswear in the 1970s, initially with the endorsement of tennis player Björn Borg. The brand got more popular after moving into sportswear.
Fila Korea has been busy putting its best foot forward. The company's a worldwide leader among footwear and sportswear brands and it's pushing for more global market share. Through its operating divisions, it runs about 500 distribution facilities, as well as some 300 franchised retail stores. Fila Korea owns the global Fila footwear, sportswear, intimates, and accessories business. The company typically targets 18- to 34-year-old consumers, but it also makes and markets children's items. Chairman and CEO Gene Yoon is rebuilding and expanding the Fila brand into a worldwide powerhouse akin to its rivals NIKE, adidas (which also owns Reebok), and Puma. To that end, Fila Korea acquired golf's Acushnet in 2011.
In 2009, ANTA Sports acquired the rights to use the brand in China (the company "Full Prospect"), from Belle International, Fila Korea still owned 15% shares of the joint venture company "Full Prospect". On May 2011, Fila Korea Ltd. has acquired global golf equipment maker Acushnet Company, becoming the new owner of leading golf brands such as Titleist for $1.23 billion.
Gene Yoon (Yoon-Soo) - Chairman & CEO
Among the top competitors are Adidas Puma Nike
Products of the Company The company's primary product was originally underwear, before moving into sportswear in the 1970s.Fila has a wide range of product portfolio for Men, Women and Kids.Fila has a different sports section altogether and has a lifestyle section as well. The products in fila have different products like: Men The men's Fila line regular clothing and shoes as well as for such sports as tennis, running, cross training, basketball, golf, swimming, and Fila's own line of clothing.
Women The women's Fila line includes regular clothing and shoes as well as for such sports as tennis, running, cross training, golf, swimming, and Fila's own line of vintage clothing. Kids Fila has regular clothing and footwear for children of all ages, from infants to youth.
SWOT Analysis of the Company Strength 1. The brand has very popular sports brand ambassadors which has promoted their brand very well. 2. The innovative use of mixing different components of cloth into making a different sportswear was very successful 3. Fila’s has a very successful brand image due its motivational designs 4. They have a very good name for its brand logo as its full of colors and easily identifiable 5. The brand has over 100 stores all over the world
Weakness 1. Fila has tremendous competition from sports apparel brand globally meaning smaller market share 2. Lack of products in the women segment as compared to mens. 3. Distribution channels not as established as the global sports apparel leaders Opportunity 1. Fila will be the first brand to inculcate a casual culture into a brand experience. 2. The lines of expanding into casual clothing and sports equipment.
Threats 1. The new changing trends could replace the vintage 80 look followed by fila. 2.Switching cost is very low in this Industry, so regular innovation and adapting to changes in sports industry is quint-essential
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