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Fila is set to strengthen and develop its presence within the footwear market for SS 08 with a six figure investment in its most comprehensive footwear collection to date. The development of the Fila footwear collection has particular emphasis on the Vintage and Gold footwear collections that will offer a focused range that has synergy with the successful clothing lines. The success of the 2007 advertising campaign is a driving force for increasing the investment for 2008.
Distribution for the footwear collections will be aligned with the apparel; targeting fashion independents and key multiple footwear retailers that offer more directional product. To support the focus in their footwear business, Fila UK has already appointed a footwear category manager and will be adding a product development manager to the team to ensure the brand is really stepping up to the demands of the market.
Key styles span from White Line, 80’s inspired court and running originals, a fashion led Gold range to more off the wall vintage Basketball pieces. The Fila footwear collection fuses its heritage in tennis, running, basketball and motor sports to inspire its eye catching collection. Printed patents, stylish colourways and a 1970’s aesthetic will cement Fila as a major player in the footwear arena while keeping designs on trend with their signature sporty casuals look.
Fila UK Marketing Manager, Marc Travis says ‘Fila are looking to further strengthen the International and UK brand positioning following the success of the Vintage and Gold apparel by producing a strong complimentary footwear collection that works across all product categories. We predict this investment will produce a positive
effect across Europe and with both current and potential Fila stockists’.
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