Fila SWOT Analysis, USP & Competitors

Fila

Parent Company

Fila Korea Limited

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Sport for life

USP

Fila offers high quality premium and innovative sports wear

Fila 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

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

Fila SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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.

Threats

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

Competitors

1.Nike

2.Puma

3.New Balance

4.Converse

5.Adidas

6.Reebok

7.Bata

8.Liberty Shoes