Fila SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 9384

SWOT Analysis of Fila with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Fila Korea Limited


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Sport for life


Premium and innovative sports wear



The Group of people who are fashion conscious and like the sporty look to their daily lifestyle.

Target Group

People between 18-35 Years including athletes, fashion conscious people.


One of the world's largest sportswear manufacturing companies

SWOT Analysis


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


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


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


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



1. Adidas
2. Nike
3. Lacoste
4. Woodland


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