Strategic Plan / 2016
FILA STRATEGIC PLAN
Introduction / This strategic plan has been developed for the rebranding of FILA and it is for the next five years and beyond, this is the result of a yearlong process that has been brought together from our marketing team and trend forecasting agency that we have aligned with WGSN. The strategic planning committee, chaired by professors Mark P, Luke C and Daphne Dellano has held dozens of forums, heard input from hundreds of stakeholders, the FILA design team and most importantly the consumers. In the result of this we have created a document that will serve as the roadmap for FILA’s future. The strategic plan will serve as a guide for the FILA brand as we enter into a new chapter for the company in entering a new market. This will set us on the path to giving FILA the title we once claimed an iconic fashion brand that creates fashion forward designs with a cool understated style. Our plan is both broad and deep in its goals and initiatives, and will take the FILA brand to the next level. Fila is a brand that has defined the sportswear industry with its iconic sportswear clothing bringing their Italian heritage into their products and changing the game with its successful partnership and product development initiatives. “I cannot deny that the current budget climate is challenging, but we will continue to move forward, change and grow.� CEO Lee Gi Ho.
Introduction /
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WE DEFINE THE UNDEFINABLE /
Content / 01/
Introduction 3-4
05/
Mission 16-17
09/
Women 24-25
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02/
Goals 8-9
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Values 18-19
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Men 26-27
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The Birth of Fila 10-13
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Concept 20-21
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Plan to Action 28-29
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Vision 14-15
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Inspiration 22-23
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SWOT Analysis 30-31
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Competition 32-33
Audience 34-35
Fila X Fleight 2016 36-37
Pre Launch Phase 38-39
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Final Launch 40-41
Evaluation 42-43
Reference 44-45
The End
Four Simp
Heighten the awareness of the Fila brand by creating a new capsule limited addition line for Men and Women that will put Fila into a new market.
Strengthen the Fila consumer through our social media pages.
ple Goals /
Align with celebrities and other brands.
Become the lead brand amongst our competitors.
The Birth of FILA /
come a well-known quality knitwear producer for Italy. In 1942, the
When the Fila brothers first opened shop in
1911 in Biella, a small town in the foothills of northern Italy, they had no idea how far their legacy would travel. Originally in the business of creating quality textiles for local townspeople, the brothers sought to produce fabrics that combined luxury, art and utility, drawing inspiration from their homeland to create product as exquisitely textured and evocative as the Italian landscape: the austerity of the Alps, the fluidity of the hills and the boldness of the Mediterranean coast. Today, as we celebrate the 102nd anniversary of Fila, we are proud to say that their vision lives on in our company. From the craggy peaks of Mount Everest to the illustrious lawns of Wimbledon, the name Fila echoes an unmistakable legacy of excellence, born through decades of innovation and unswerving dedication to provide premium sportswear crafted to be exceptional as its wearer. The story of Fila’s transformation into a leading global designer of high-end sportswear has been one of continual evolution driven by a philosophy of innovation that lies at the heart of our most successful designs. In 1923, the brothers officially established the expanding family-run textile business as a high-quality knitwear manufacturing company, entering into a limited partnership named Maglficio Biellese. Through the years, the business grew beyond the borders of Biella to be-
company merged with the Fratelli Fila Company, and by 1972 the company had sales of over one billion lire and a total workforce of more than 250 people. Wishing to further expand the company, Giansevero Fila hired Enrico Frachey as the managing director of the firm in 1968. Frachey shared Fila’s vision and it was his creativity and managerial resourcefulness that ultimately transformed Fila into a global sportswear brand. The 20th century saw a new form of individual expression rise to international prominence: sports - and particularly tennis - were becoming the epitome of grace, style and an example of the robust vivacity of the human spirit. As of the company prepared for its bold debut into the sportswear industry, Frachey tasked two men with ensuring its success: the innovative designer Pier Luigi Rolando, the artist behind our most iconic designs, and Alessandro Galliano, the superbly knowledgeable engineering director. Inspired by Frachey’s own climbs on the cliffs near Biella, Rolando and Galliano began their work with the understanding that sport is life expressed through motion, and that sportswear must complement, not overpower, the athlete. They set to work creating fabric designed to mirror the movements of the athletes themselves, adhering smoothly to the body like a second skin yet providing a sense of total freedom. The product of this collaboration was our premiere outerwear collection, which debuted in 1972. Rolando’s designs, utilizing wool and cashmere in novel ways, created a line that quickly became renowned for its seamless combination of grace and vigor. The following year, our name was firmly
FILA STRATEGIC PLAN
established through the sports apparel industry with the introduction of the now legendary “White Line” Collection. Named as a respectfully irreverent jab at the traditional product lines and the ubiquitous presence of all-white garments that had long dominated tennis apparel, the White Line Collection was a fusion of the provocative and exemplary. The Collection, aesthetically astonishing in its novel design and unconventional use of vibrant colors, yet beautifully simple in its effectiveness and function, immediately took the world by storm. The premiere collection marked the dawn of a new era, not just in Fila’s history, but in the sportswear industry as a whole. While others saw contradiction, Fila became the brand that catered both to the exceptional athlete and the cosmopolitan individual, ever conscious of the latest and boldest innovations in fashion. The White Line Collection made a statement as audacious and respectfully irreverent as its new designs: Classic doesn’t have to mean conservative and timeless designs can still be contemporary. Fila has enjoyed a special relationship with remarkable athletes, pioneers marked as much by indomitable passion as incomparable performance. Beginning with our debut on the courts with tennis greats Adriano Panatta, Paolo Bertolucci and the incomparable Bjorn Borg, we have had the fortune of helping extraordinary individuals accomplish some of history’s most iconic sports achievements. Our motto at Fila is to have the courage to defy expectations, to challenge the limits of both yourself and the world around you. Be bold and provocative. Remain vintage, but never conventional, and show the world that it is possible to radiate sophistication and style without sacrificing performance. Above all, commit to standing out, not blending in. On behalf of all of us at Fila, join us in celebrating a legacy that can only be described as legendary. Here’s to our history of looking forward, and a future of making history.( Fila Inc,2015) .
The Birth of FILA /
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Fila is an authentic sports brand with superior lifestyle appeal.
Vision /
Ol d N e w The revised vision statement is to give a glimpse of what we would like to achieve for the brand in entering a new market. The philosophy behind this is simple. We were looking back into the Fila’s heritage and decided this vision statement rings true to our goals. The motto is all about living life to the fullest and bringing the Fila spirit within you to be a part of our new journey.
To cultivate and inspire others to embrace the Fila spirit in bringing forth minimal quality garments for the confident man and women.
OLD
NEW
FILA DEFIN UNDE Fila is a global sports brand with a rich Italian heritage that understands the relationship between performance and style. Inspired by our enduring core values, we design and build products with exceptional performance, function and lifestyle appeal
Mission /
A – WE INE THE EFINABLE.
Society tends to define us in groups. But yet the only person that can define us is ourselves not what society tells us. The mission was inspired by this; the essence of the Fila brand is to live in the moment not what is expected from us. Have the courage to defy expectations, to challenge the limits of both yourself and the world around you. Be bold and provocative. Remain vintage, but never conventional, and show the world that it is possible to radiate sophistication and style without sacrificing performance. Above all, commit to standing out, not blending in. Here’s to our history of looking forward, and a future of making history.
Great Champions The key to the visibility and fortune of the Fila brand is its approach to sport. Not just competition and striving to achieve records, but also a chance to live life to its fullest and a source of emotion to watch and take part in. This concept is the product of an evolutionary process that is reflected in the champions Fila has selected as its international testimonials. The company has always been more concerned with the person rather than the champion,
Values /
FILA STRATEGIC PLAN The Fila Marketing and Creative Department Decided to use the Fila name to define our new companies core values.
FREETHINKING To freely express oneself creatively.
INTUITON To tap into our higher purpose and be responsive to others ideas.
LIVE Live in the present moment.
ACCEPTING Finding the lesson behind every challenge and embrace it and instead of fighting it.
Organisational Values /
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CON CEPT /
FILA STRATEGIC PLAN
As the Creative Director for Fila the first thing that came to mind when I received the task to rebrand FILA was to create a small capsule collection with different pieces between women and menswear. The aim behind this will create four things demand, awareness, growth and opportunities. The limited edition collection will be able to reintroduce and give a glimpse of what’s to come with the FILA brand. Entering into the apparel market will give FILA a new direction and give the brand opportunities in the future to collaborate with celebrities and other artists. With closely working with the CEO Gene Yoon and the marketing and creative teams it was a long process to develop and come with such pieces that would reflect the Fila spirit and brand. We wanted to design a collection that would visually tell a story of what the FILA brand is all about and not only what people would wear. Our goals are to design a fashion forward limited edition capsule collection fashion line for Women and Men. This collection is for the re launch of the Fila brand for the intent to inspire and revitalize the Fila brand from what it was and what it is now.
Concept /
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In spir ation The main inspiration below between the women and men’s collection comes from the FILA brand logo colors. The strong Blue, Red and White colors of the logo represent the brands trustworthiness, reliability, passion and vigor. As a team we wanted to carry this into our new collection.
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The strong yet understated colors represent our FILA women. The Fila women are between the ages of 18-early 40s, they are confident, intelligent, motivated individuals that capture a person attention everywhere they go.
FILA STRATEGIC PLAN
Color Scheme: Bold colors like red, deep blue, deep khaki green and orange. Collection: For both Women and Men. Collection: Limited Edition items. The name of the collection will be called FELIGHT 2116 FOR FILA .
Women / Women /
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Men /
Menswear has taken a different direction to more of a reserved yet streetwear aesthetic. A lot of the trends that are emerging are coming from the streets and different parts of neighborhoods in London, Seoul and NYC. The FILA MEN are a group that are aged between 18-40 they are quirky , understated individuals that like to create their own trends. They break boundaries by not following what society tells them what to do.
Plan to Action /
FILA STRATEGIC PLAN
Goals
Users
The primary goal making our ideas into action is to define the market opportunity and assess the FILA brand based on the current situation. How are marketing and creative team did this was, we were able to do a series of workshops and brainstorming sessions for a number of months. We explored and evaluate all of our information and edited what need to be covered and what needed to be excluded in the plan. The main idea was to be able to always have the brand’s vision in place and the strategies that needed to be put in place in making our vision come to life.
Assessing and understand who are the FILA fans and who are the potentials buyers. Looking into building a FILA fan community on social media by creating a FILA fan page through YouTube, Facebook and Instagram. Creating an online presence is important to us because it allows us to be closer to our fans and give us a scope of how well our fans are engaging and responding to our products.
Activities
Environment
As mentioned above the project managers, client partners ( WGSN) and executive sponsors ( Amandla Stenberg and Khaled ).We ensured what we had in mind ( goals) of what we wanted to do and what we expected from each other as a team. We went over the marketing plan and strategy also looking at the competitive landscape of what kind of brands that we are up against and how can we achieve our goals in the long term.
Lastly putting all our hard work into action and observing how the future trends will be in the current market. The environment we live in is continually changing with technology etc. We always have to be in the know of things. This allows up to always be ahead of our game and our competitors
Plan to Action /
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• The brand has very popular sports brand ambassadors which has promoted their brand very well. • The innovative use of mixing different components of cloth into making a different sportswear was very successful. • Fila’s has a very successful brand image due its motivational designs. • The brand has over 100 stores all over the world.
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known around the world.
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• The brand has a strong brand presence and its
• Create a strong online presence. • To align with celebrities and other brands.
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the brand to expand and create growth within the com-
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• Expanding into new markets gives the opportunity for
i n u
s e ti
SW Analy
• Fila has tremendous competition from sports apparel brand globally meaning smaller market share. • Lack of products in the women segment as compared to men’s. • Distribution channels not as established as the global sports apparel leaders. • The current brand direction is very old dated and news
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a new marketing plan and direction that meets the current environment.
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WOT ysis /
T a t s
h r e
• The main threat is our competitors like Nike, Adidas, Reebok and Puma. • The industry is constantly changing so we constantly have to keep up with the current trends or else we can lose money and it can limit growth. • To reduce financial vulnerability.
Competition / Fila’s current focus is sportswear and their current market is mainly focused around sportswear and sporting goods. The primary competitor for Fila is Nike, Adidas and New Balance. With our new focus and direction towards the apparel market we gain new competition and our close competitors would be H&M and Zara.
FILA STRATEGIC PLAN
Alittle insight into H&M via http://goo.gl/6k9uRX. H&M’s business concept is “Fashion and quality at the best price.” H&M has a design and buying department which creates H&M’s collections, making it possible to offer the latest fashions. H&M can ensure the best price by: having few middlemen; buying large volumes; having depth and breadth of knowledge within every aspect of textile production; buying the right goods from the right market; being cost-conscious at every stage; efficient distribution. A number of measures have been introduced to secure and raise the quality of the goods, and by tightening the quality standards, H&M has also succeeded in developing and improving its suppliers. H&M also has the resources to carry out careful and effective quality controls. In addition to good quality products, the quality concept also requires that the garments are manufactured without the use of environmentally hazardous chemicals or harmful substances and those they are produced under good working conditions.
H&M
Zara Zara is one of the largest international fashion companies. It belongs to Inditex, one of the world’s largest distribution groups. The customer is at the heart of our unique business model, which includes design, production, distribution and sales through our extensive retail network.
Competition /
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Our FILA fans are opinioned trendsetters and innovators that are constantly in the know of what’s hot and what’s not, they make their mark on social media pages and through Instagram and Facebook. Our Fans hold power in the social media world based on their background experience and knowledge of fashion.
Audience /
FILA STRATEGIC PLAN
Trendies and Innovators • This generation defines itself through technology. • The members of this generational group are currently aged between approximately 13 and 32. • The first true digital natives, they have been using technology for most of their lives, but, unlike Gen Z, their younger counterparts, older Gen Y-ers do still remember an unconnected, offline world. • They see smartphones as a part of their world they cannot do without and feel the same (but to a lesser extent) about tablets. They use them to communicate and to purchase, and expect future development to allow then to do both those things faster and more easily. • The first true digital natives: They were born during or after the general introduction of digital technologies and they’ve been using digital technology from an early age. Unlike the younger Generation Z, the older Gen Y-ers still remember an unconnected, offline world. This is the big difference when it comes to the digital expectations of these two generations. Gen Y (WGSN, 2013).
Gen Y&Z Audience /
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FILA X FL “I definitely believe in the concept of rebellion through selfhood and rebellion just by embracing your true identity, no matter what you’ve been told,” she said. “Here I am, being myself and it’s hard and it’s vulnerable and it’s definitely a process but I’m learning and I’m growing.”-Amandla Three years after she shot to global prominence as Rue in The Hunger Games (2012), the actress is leading a wave of young, hyper-informed trendsetters with a fresh and fearless take on today’s defining issues. Last month, she echoed the sentiments of her school project in a comment on Kylie Jenner’s Instagram. In response to the pouty reality princess’s latest look – cornrows – Stenberg wrote, “When u appropriate black features and culture but fail to use ur position of power to help black Americans by directing attention towards ur wigs instead of police brutality or racism”. Jenner retorted, “go and hang out w Jaden.” (Stenberg attended prom with Jenner’s ex, Jaden Smith.) Yet Stenberg cuts through the noise. Using social platforms like Tumblr and Twitter, she’s always set her own agenda in terms of what’s important and newsworthy, regardless of what mainstream media is championing. She uses Instagram, but not just for thirst trap selfies or to promote her personal brand. More than anything else, she’s someone who refuses to stay quiet. “I think people discredit teenagers and how wise they can be,” says Stenberg. “Sometimes I meet teenagers who are much wiser than many adults I’ve met, because they haven’t let any insecurities or doubts about themselves get in the way of their thoughts.”( Dazed Confused Magazine, 2015).
Amandla Steinburg
LEIGHT 2016 LAUNCH / “You very smart... we the best... you a genius... I appreciate you.”Dj Khaled. The verge.com explains who is Mr Dj Khaled , he is a Miami producer turned 40 this year. To coincide with this milestone, he also became a symbol of the American Dream, a self-appointed motivational speaker, and a public spectacle. He went from outsized hip-hop personality to a meme in human form. 2015 was the year we got Khaled’s mantra “Don’t ever play yourself” and weird metaphors about door hinges; it was the year we saw Khaled dunk a basketball on a comically short hoop and try desperately to contact Rihanna. In 2015, the name DJ Khaled became synonymous with a kind of unedited self-approval and idealism, and the public loved him for it.
DJ Khaled
Pre Launch Phase / The first initial stage is to prepare with the whole team six weeks prior to launch. This avoids any issues the lead up of the launch.
FILA STRATEGIC PLAN
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Meetings with both our sponsors Amandla Steinburg and DJ Khaled to initiate a pre-launch strategy on both their social media pages. This will help with creating hype of the product launch.
Send out key pieces to social media influencers so they can review the clothing items on their YouTube page and do outfits on their Instagram page. This will also help raise awareness to current fans and potential FILA fans.
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Send out all press releases including press invites to fashion editors, stylists and fashion bloggers.
Continually send out blasts of news on the product and videos of interviews of our sponsors, design team and CEO (interviews on the Fleight 2116 line and design process).
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This will also help our audience know more about the product and what we inspired to do with this collection.
Pre Launch Phase /
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Final Launch /
FILA STRATEGIC PLAN
The final launch will be held in our LA/NY pop up FILA stores. Both Amandla and Dj Khaled will be there amongst other fashion bloggers, editors, and stylists and most importantly 60 of our FILA fans will get an exclusive invite to meet both of our sponsors and have full access to purchase our collection on the actual date of launch. Everything will officially go live Sept 21st in store and through our online website Fila. com
Final Launch
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“
Live to your fullest potential in the present.
FILA STRATEGIC PLAN
Evaluation/ In review three months later our launch was a success. We successfully as all of the FILA teams achieved all of our goals and remain in a positive direction. Earlier this year we envisioned to design a small collection and create a stamp on the fashion industry and reintroduce the FILA brand to a new level, and this is what we did not only made this a reality but it assisted us in sharing our vision with the world. Moving forward there is a lot of work ahead of us and we have to continue to maintain on top of our plan to stay ahead of competitiaon. As the team Creative Director we thank you for taking this incredible journey with us and we look forward in dominating the market with our new collection launching 2018. As I sign off I will leave you with this quote that our team goes by “ Live to your fullest potential in the present�. Ashlee D.
Evaluation
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References / MbaskooL (2016) . Fila SWOT Analysis, USP & Competitors. [ONLINE] Available at: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2833-fila.html. [Accessed 15 April 2016]. Sinclair , RS, (2016). Culture Clash Brazil. Culture Clash Brazil, [Online]. 1, 9. Available at: https://www.wgsn.com/m/board_viewer/#/65640/page/2 [Accessed 15 April 2016]. WGSN, WGSN, (2013). Generation Tech: Gen Y, connected. Generation Tech: Gen Y, connected, [Online]. 1, 5. Available at: https://www.wgsn. com/content/board_viewer/#/129639/page/1 [Accessed 12 April 2016] Dazed and Confused ( 2015). http://www.dazeddigital.com/artsandculture/article/25798/1/amandla-stenberg-the-new-agenda . {Accessed 15 May 2016]. Verge.com ( 2015) http://www.theverge.com/2015/12/22/10632912/djkhaled-meme-timeline-snapchat-2015 {Accessed 15 May 2016].