Source: FILA Launches a New Women’s Size-Inclusive Performance Collection
In this first sentence I have to state openly that I love to see Black women in fitness imagery and copy. Far too often brands utilize what mainstream marketing people assumes will sell gear. This is not to minimize smaller women, or white women, but the most important aspect of reaching the consumer is appealing to that market. Far too often size inclusive and mainstream imagery avoids the Black consumer unless the person in the ad is an athlete. Marketing seems to place Black people as “urban” only leaving a market untapped in a variety of sports.
On to the discussion, I’ve been having this one for a while. Fila at mainstream retail (JD Sports, FootLocker) has been positioned as a bargain brand. In Black communities, Fila is often found at off price wholesale accounts with terrible merchandising. Outside of these locations, Fila is only available at Marshalls, Ross and similar stores. How does Fila take this solid job of marketing and transition it into sales? With ownership in South Korea, Fila possibly has a similar issue as adidas, on a smaller scale. Operating and navigating in the U.S. marketplace is an offshoot of the work done in the international market where it has a better standing. This collection requires considerably adspend to drive traffic to the pages, but it’s definitely possible with a better strategy built to improve DTC.
To celebrate the launch of FILA Performa, the brand will be partnering with female-owned workout studios and instructors throughout the country, allowing consumers to experience FILA Performa firsthand.
The brand is utilizing a rollout to counter the issues I’ve stated, but I wonder if they are going to maximize each event? These should be pop-up store events with video being crafted and released before and after each event. In a sense Fila is able to help support local business and utilize space for a brick and mortar presence. It’s a smart strategy if handles correctly. This concept avoids the “throw it on the wall” sales process of giving the gear to wholesale and hoping for the best.
Use the link at the lead to check out this collection from Fila.