Fila SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 9035
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SWOT Analysis of Fila with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fila

Parent Company

Fila Korea Limited

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Sport for life

USP

Premium and innovative sports wear

STP

Segment

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.

Positioning

One of the world's largest sportswear manufacturing companies

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Competition

Competitors

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



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