Fila SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Fila analyses the brand by 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. Fila is one of the leading brands in the lifestyle and retail sector.

The table below lists the Fila SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fila competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fila SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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

SWOT Analysis of Fila
Fila Strengths

Below are the Strengths in the SWOT Analysis of Fila:

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

Fila Weaknesses

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

Fila Opportunities

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.

Fila Threats

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
Fila Competitors

Below are the top 12 competitors of Fila:

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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