Expansion Of High-End Sports Fashion Market FILA'S First Milan Fashion Week Sports Brand

This is

。

Recently, FILA, which originated in Italy, has made a lot of eye in its hometown.

As the first family

On the evening of September 23rd, Beijing time.

。

On the show, the brand has launched a new campaign.

Continue to integrate fashion retro wind into functional elements.

The Milan fashion week's show products are also available at FILA China's official website and some stores.

The plan was officially launched in 2019.

The brand says its goal is to "develop the blue ocean of advanced sports fashion."

This Milan fashion week, FILA creative director Antonino Ingerasiota (Antonino Ingrasciotta) and Joseph Gresio (Josef Graesel) are the main designers, and the two have previously worked in Strenesse and Adidas Originals respectively.

"The background of the two designers will match sports and fashion perfectly. We think this is the best time to break rules and enter the stage of fashion," said Gene Yoon, President of FILA global. "In the past few years, the fashion industry has shown great interest in FILA, and consumers are becoming more and more keen on sports clothing. This area is widely concerned."

In Milan, FILA invited Chinese stars such as Ma Sichun and Chen Xuedong to help.

From the picture of the scene, the costume is still dominated by the classic color matching of red, white and blue, and the design style is more retro and concise.

In the past, the brand was keen to exaggerate the brand logo on the product. The design of the FILA ICONIC series was more elegant, and fashion design was carried out on the basis of retaining the traditional sports function.

From formal windbreaker, leisure

Functional

Sports pants to handbags, this show involves a wide range of products, including sportswear and high-heeled shoes.

In fact, only in June of this year, FILA just released its brand new trend sports brand.

And signed Wang Yuan as a brand spokesperson to expand.

The influence of the field attracts more young consumers' attention.

The brand claims that the operation mode of FILA FUSION includes a core line product and several cross boundary joint product lines, mainly presenting the brand image of youth and sports.

Its designers and brands include Japanese trend brand Aape, Korean brand D-ANTIDOTE and New York Street brand Staple.

Nowadays, with the appearance of FILA ICONIC Series in Milan fashion week, Italy's old sports fashion trend continues to expand.

FILA FUSION is mainly for the young consumer market, while FILA ICONIC focuses on high-end sports fashion.

In 1911, FILA was founded in the town of villa, Italy.

From the original family textile enterprises to the ranks of well-known sports brands in 1970s, the Italy brand mainly develops golf, tennis, fitness, yoga, running and skiing products.

At present, FILA is in the United States, China and

They are directly responsible for production and operation by local companies.

In August 2009, Anta sports purchased FILA's trademark rights and franchise in China with a total price of HK $600 million. It is responsible for promoting and distributing FILA China trademark products in mainland China, Hongkong and Macao.

Italy old brand mainly takes the high-end sports line, which is divided into domestic high-end segments.

Against the backdrop of great potential, FILA is gaining a strong share of China's high-end sports market share against Anta's local influence and sales channel resources.

Yao Weixiong, President of FILA Greater China, said in an interview with the interface news that the sales growth rate of FILA was over 50% from 2010 to 2015, and that the growth rate of FILA was expected to be over 30% annually from 2016 to 2020.

At present, FILA accounts for more than 20% of Anta's revenue. It has become one of the most important driving forces for performance.

Anta said in its earnings report that the growth rate of FILA brand was significantly improved in 2018, benefiting from innovation in product range and category.

"FILA FUSION, a new trend sport product, strongly attracts young consumers with its brand image and product line.

Through cross-border cooperation with FENDI, AAPE, STAPLE, D-Antidote and so on, attracting young consumers, 5 new stores in 2017 have achieved rapid sales growth, "Anta wrote in the announcement.

By the end of 2017, Anta had operated 1086 FILA stores in mainland China, Hongkong, Macao and Singapore.

According to CITIC Securities report, in 2017, Anta's FILA business achieved terminal retail sales of about 5 billion yuan.