Fila, once leading sports brand originally born in Italy, has made a huge come back. It was a tough journey after losing its appeal to it’s customers. Fila failed to keep up with the latest trends. But in 2007 Fila refocused itself on their core products and deliver their stock to its highest standard and set itself apart from its rivals. Timeless sportswear with the highest demands on functionality, that’s how Fila describes itself for those who are not familiar with the Fila brand. As a sporting goods manufacturer, Fila has made a name for itself through the development of pioneering designs – as a brand, the company has made history through its collaboration with international tennis sports stars such as Björn Borg and Reinhold Messner. “We now have the ability to build samples for customers within two weeks,” said Epstein, president of Fila. “This is what the market demands today, especially from a smaller company.We have to be very fast and very relevant.” Athleisure is a trend in fashion that combines business casual and athletic wear, and it has emerged as a new category of clothing and shoes. Fila has put efforts to keep up with the latest fashion trend, and it has reformed its design since last year to target young adults – teens and those in their 20s by simplifying the overall look while making its brand logo stand out. “We want our new, young customers to feel familiar to Fila products,” said Yoon, vice president of Fila.
In November last year Fila has decided to focus on the markets outside of the USA. Fila’s clothing range is now available at Detail Jeans Store in Carlow and online. The collection is full of fun and trendy pieces. Tennis look and retro feel sets this clothing range apart. Fila Autumn/Winter17 collection is full of red, burgundy, grey and black colours. ‘Fila’s new clothing collection has plainer feel with bigger focus on the brand’-said Jeans Store Buyer, David Aston. There are few key pieces that are so in trend this season. Stripy polo shirts represent exactly what’s Fila’s brand is all about this season: cool and trendy, where casual bomber jacket is a trendy spin on making this jacket looking old. This clothing range was introduced to Detail Jeans Store baring in mind its customers and what they like to wear and making them stand out from the crowd. Our customers like good quality clothes with a trendy and sporty feel and we think that’s what Fila brand is all about.
To view full FILA’s collection please click here