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Fila SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 24, 2023Read time:

Here is a detailed SWOT analysis of Fila covering strengths, weaknesses, opportunities and threats.

Fila 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

Above are the strengths in the SWOT Analysis of Fila. The strengths of Fila looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Fila 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

These were the weaknesses in the Fila SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Fila 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.

Above we covered the opportunities in Fila SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Fila 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

The threats in the SWOT Analysis of Fila are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Fila SWOT analysis.

About Fila

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Fila Overview
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 Market

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


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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