"Young" Opens A New Chapter: How Can FILA Win Young Consumers?

With the growing popularity of street rage in fashion circles, the exposure of FILA in the millennial generation has been increasing.

After a series of foreshadowing, Italy's Centennial classic sports brand FILA is opening a new chapter.

FILA will launch its first fashion show in Milan fashion week in September 23rd this year, becoming the first sports brand to be launched on the official schedule of Milan fashion week.

This series was led by creative director Antonino Ingrasciotta last year. Before joining FILA, the designer worked as a creative director in adidas for 7 years.

In order to better present the history of the brand and its vision and vision for the future, FILA also plans to launch an exhibition in September 19th at the landmark La Triennale Museum of design in Milan, with the intention of attracting more young people with culture and art.

The picture is FILA FUSION 2018 autumn winter series.

Yao Weixiong, President of FILA Greater China, said that FILA has made gratifying achievements in recent years. In 2017, its overall growth was based on high double-digit growth, and its goal was further from the 10 billion sales. The main reason is that FILA always keeps its own fashion gene and can enrich product matrix constantly based on the rapid change of consumer demand.

In fact, FILA has been taking a certain position in the market through product innovation and invitation of celebrities in recent years. Since 2015, FILA has launched the Chinese exclusive joint series with Jason Wu. So far, FILA is ready to move towards a larger international fashion stage. The stage of Milan fashion week is undoubtedly the best way for FILA to focus on the global vision and voice to the fashion industry.

With the growing popularity of street rage in fashion circles, the exposure of FILA in the millennial generation has been increasing.

According to the Pugh Research Center survey, "millennial generation", that is, people born between 1981 and 1996, and the "Z generation" will form the largest consumer group in 2019.

In the face of the rising fashion market in China and the younger generation of "Z generation" who are even younger than the millennial generation, besides the FILA, sports brands such as Nike, Adidas and Puma have begun to reflect, adjust their marketing strategies and attack the trend market frequently.

Around 2014, Adidas paid $10 million and promised to give the bonus star Kanye West signed from Nike, breaking the boundaries between sports and fashion, and also the beginning of the pursuit of fashion for sports brands.

After struggling for a long time, Nike gradually loosened the professional professionalism that he insisted on. This year, he launched the football series with the most concerned designers, Virgil Abloh and Kim Jones, again becoming the winner of the bestseller list of American sneakers.

Puma embarked on the fashion week in Paris under the leadership of Rihanna. It captured the capital of "fashion discourse power" and pushed the movement of fashion brands to a higher level. The Under Armour, which originally occupied the third sports brand of the United States, was outdated by not following the fashion trend in time.

In order to seize more opportunities in the increasingly crowded industry, the FILA, who has already had the sweetness of the youth, has held the MIND ZERO x ROY WANG release in Shanghai in June 22nd, and officially released its new trend sports brand FILA FUSION, accelerating the expansion of the fashion layout, marking the brand's full entry into the new generation market.

That night, FILA new spokesperson Wang Yuan appeared at the brand press conference. Korean Chao D-ANTIDOTE brand Hwan Sung Park and jeans brand PRPS creative director Mattia Donadi also came to support.

In order to show the brand concept of FILA FUSION more visually, FILA set up a new series of hip hop and basketball theme products at the conference site. More guests present the FILA FUSION CREATE 2 MAKE (C2M) personalized customization service and the interactive experience of DIY graffiti shoes.

In terms of products, FILA FUSION adopts the new mode of "1+N", that is, under the premise of FILA FUSION as the main line, there are several cross-border cooperation series with different designers or brands.

Among them, the difference between FILA FUSION and FILA lies in the integration of the old and the new. The design of the series is based on the redesign of the brand classic sportswear, and the color application is more daring and rich. It has injected unique brand insights into the street culture in recent years, and has deconstructed and rebuilt the trend culture in an all-round way, so as to satisfy the new generation consumers' ultimate pursuit of freshness.

The picture is FILA FUSION product architecture.

In the cross-border cooperation part, the partners with FILA FUSION include Japan Chao brand Aape, South Korea's "fashion antidote" D-ANTIDOTE and New York Street brand Staple. Each joint has different countries' styles and products are very diverse. The aim is to build FILA FUSION into the most personalized product of the sportswear product of FILA.

According to the brand, Wang Yuan's MIND ZERO x ROY WANG limited shoes sold at Tmall FILA official flagship store and FILA official website were sold out in one second.

To this end, Wang Yuan admitted in an interview that he did not expect to have such a strong ability to carry goods, and revealed that he would further cooperate with FILA in the future, such as the introduction of clothing series.

According to the fashion headline statistics, Wang Yuan has more than 45 million fans in social media accounts such as micro-blog. It is the only 00 of China's most commercial value stars in the first financial weekly, ranking 00 in 14.

As of press release, FILA announced that Wang Yuan's spokesperson's related micro-blog had more than 7 million 320 thousand forwarding, and the number of commentaries and points were 50 thousand and 30 thousand respectively.

Wang Yuan's positive artiste image, youthful vitality and fashionable image seem to have great potential for development in FILA.

The picture shows Wang Yuan and FILA jointly launched MIND ZERO x ROY WANG limited joint shoes.

In view of the growing importance of young consumers around the world for brands, especially in the Chinese market, it is pointed out that Chen Kun, who is different from the more mature and stable spokesperson of the image, FILA has chosen Wang Yuan as the brand new spokesperson, and has also injected new vitality into the brand. At the same time, it also shows the new attempt and ambition of FILA in the young consumer market.

The trend analysts believe that the style of leisure sports will be the ultimate attribution of fashion, because comfort and individuality are more in line with the social trend of liberalism, especially for young people in China.

According to Yao Weixiong, FILA FUSION's original intention is to integrate diverse cultures in different countries and regions, so that the quality tradition and creative future will collide with new sparks and specialize in the "Z generation" consumers.

To highlight this position, FILA FUSION specially designed a slogan "THE FUTURE BELONGS TO YOUTH.", that is, the future belongs to the younger generation.

At the beginning of this year, Keith, general manager of FILA Trend Sports Department, also said that with the birth of FILA FUSION, the FILA brand matrix was further diversified, creating classics at the same time of recreating the classics, emphasizing the core DNA of FILA again and redefining the trend culture.

The picture shows the new trend sports brand FILA FUSION.

In order to satisfy consumers' pursuit of personalization, FILA FUSION has specially prepared FILA FUSION CREATE 2 MAKE (C2M) customized service and interactive experience of DIY graffiti shoes at the conference site.

Obviously, FILA hopes Wang Yuan and FILA FUSION will further narrow their distance from the young people.

After taking over FILA China, the first thing Yao Weixiong did was to return the brand positioning to fashion.

He stressed that since 2010, FILA has gradually reshaped the brand positioning and placed the young consumer group of around 20 in the core position. As the Group continues to update and iterate, "younger" is the only way that the brand can not overtake.

In addition to FILA FUSION, FILA also has other branches, aiming to make more innovations and attempts through different branches.

In order to highlight the positioning of younger, FILA FUSION online store decoration and display.

It has also improved.

Interestingly, FILA, which was founded in 1911, originally started producing and selling underwear. It did not begin to expand the production line of sportswear until the 70 century of the last century, and invited Japanese designer Yi Xin to design the red and blue F- box Logo.

In the early days of its founding, FILA chose to sponsor athletes by publicizing herself. By sponsoring tennis player Bj o RN Borg, who was once known as the Swedish champion, and celebrities such as Reinhold Messner who boarded the Mount Qomolangma without oxygen supply, she gradually became the brand name in the industry, becoming one of the most popular sports brands among young consumers.

In 2003, FILA headquarters moved to New York, USA after being acquired by Sport Brands International Ltd..

In March 2007, FILA Korea Ltd., which has been in charge of FILA Asia Pacific business, agreed with SBI, Global Leading Brands House, to buy the brand's global footwear and apparel business through its holding company.

After the Beijing Olympic Games in 2008, the domestic sports giant Anta realized that the Chinese sports industry would have a new turning point, a single brand structure or the rapid elimination of the market. In 2009, it opened multi brand strategy and bought the franchise and trademark use rights of sports brand FILA in China from BELLE international in the hands of HK $600 million, and was responsible for the promotion and distribution of FILA products in mainland China, Hongkong and Macao.

According to the fashion headline data, the overall development speed of FILA 2017 exceeded 50%, especially in the fourth quarter, the growth rate reached 85% to 90%, and FILA's business accounted for more than 30% of the group's total revenue.

In the past 5 years, FILA's retail growth has been maintained at around 40%.

Now, FILA has become a new engine of Anta sports performance.

Yao Weixiong said earlier in an interview that FILA's future goal is to enter 10 billion clubs in three years, upgrading from sports upscale to domestic high-end.

Top three brands.

Due to its good sales performance, FILA plans to further expand its business scale, and its number of shops will grow by about 10% a year.

As of the end of last year, there were 1086 FILA stores in China.

In early May of this year, FILA opened two flagship stores in Nanjing road and Huaihai Road, Shanghai.

It is reported that the number of FILA stores in China has expanded to 1300 to 1400, and the growth rate of FILA from 2020 to 2025 or over 30%.

In addition, FILA's retail network has expanded to Singapore and opened its first branch store last year at IONORCHARD shopping center.

With the help of FILA, Anta sports increased its market value by 400 billion yuan last year, becoming the world's largest sports giant after Nike and Adidas.

Some analysts believe that in the era of digitalization and hi-tech emergence, the dominance of the industry is over. There will be countless new opportunities. Whoever wins will win.

Among them, the Asian region represented by China may be the key to the decisive battle of sports brands.

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In the earlier report, fashion headlines pointed out that marketing is easy to imitate, but brand genes are not easy to establish. After all, in the selection list of the millennial generation with spending power, they are more willing to pay for the uniqueness of products and brands compared with the price considerations.

The vitality of business is always going on, and the trend of aesthetics will soon change. It is difficult for young people to win young people, but it has been hard for young people to win. FILA's counterattack seems to have stepped on the spot.