Fila SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 18267

SWOT analysis of Fila analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Fila SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fila to benchmark its business & performance as compared to the competitors and industry. Fila is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Fila competitors and elaborates Fila market segmentation, target group, positioning & Unique Selling Proposition (USP).

Fila SWOT, Competitors, Marketing STP & Brand analysis Table
Fila Brand Analysis
Parent Company

Fila Korea Limited


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Sport for life


Fila offers high quality premium and innovative sports wear

Fila STP

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.


Fila is one of the world's largest sportswear manufacturing companies

Fila SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fila. Strengths are:

1. The Fila 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

6. Strong legacy of the brand since its inception in 1911

7. Fila has diversified into clothes and kids apparel along with shoes


Here are the weaknesses in the Fila SWOT Analysis:

1. Fila has tremendous competition from sports apparel brand globally meaning smaller market share

2. Limited range of products compared to big brands and low brand advertising


Following are the Opportunities in Fila SWOT Analysis:

1.  Fila can be the first brand to inculcate a casual culture into a brand experience

2. The lines of expanding into casual clothing and sports equipment

3. More advertising can boost the brand image and presence of the brand

4. Opening more Fila stores can help attract the youth more.


The threats in the SWOT Analysis of Fila are as mentioned:

1. The new changing trends could replace the existing product range quickly

2.Switching cost is very low in this Industry, so regular innovation and adapting to changes in sports industry is quint-essential

3. High competition for Fila means limited market share growth

4. The industry is dominated by a few big players, hence difficult to overcome customer perception can be an issue

Fila Competition

Below are the top 12 Fila competitors:

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Adidas

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics

The brandguide table above concludes the Fila SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fila. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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