Source: Barneys New York and FILA Debut Limited-Edition Footwear Collection
I have to immediately reference my continued issue with FILA’s U.S. strategy. Right now FILA has collabs with Brooks Brothers, KROST and Apt.4B. The sneakers and apparel are upscale and places FILA back into a realm where they were once affiliated with dope boys who set the trends. A pair of FILA sneakers was guaranteed to get a second look because people knew the guy wearing them was more than likely affiliated with the streets and the streets set the trends. Rakim and Just ICE wore FILA because the brand represented the elite.
FILA’s Original Tennis LX & Centa Attempts to Move the Brand from Discount to Luxury
When I wrote the article above I gave the following data pulled from research on the search “Fila” on eBay:
A search for Fila on eBay delivers 103,000+ results; a blend of apparel and footwear. Looking at the sell through on the third party for Fila shows 23,000+ items sold. Pulling an average of ten sold sneakers the shoes are:
- 22.68
- 27.50
- 20.46
- 67.00
- 40.00
- 59.99
- 44.95
- 54.95
- 49.95
- 39.95
An average price of $42.74
eBay isn’t problematic. When people think of eBay they think of deals. However, at retail when FILA is merchandised at off price retail outlets with boxes of FILA thrown on the floor in a promotional manner, it diminishes the value of the brand, for a particular demographic. There is the rub. Barneys New York, like Brooks Brothers, is for a different consumer. While I’ve been looking at FILA through an American lens, the reality is that FILA is an international brand that recently saw an increase in sales as Chinese Nationalism has become a factor in footwear and apparel purchases. This collection will release on Saks, but note where the drop is centered: The Barneys New York x FILA footwear collection is available on SaksFifthAvenue.com, FILA.com and in-stores at Barneys Japan.
These are not models meant for Foot Locker or Village Mart. This is a shoe meant for a more stylish customer. It’s still a strange problem for the brand. With no real identity in the States, what is the endgame for this market?
