Target Market of Fila

Sports attire is convenient and comfortable for not only the times that you are working out but for everyday wear as well. There are so many brands in this industry that continue to compete with each other actively. The brand that we are going to focus on today is Fila. Founded in 1911, the brand has achieved so much success in being among the most desired activewear manufacturers. Now, what is it that this company keeps getting right? How is it so successful after so many years? Well, that is exactly what we are about to find out in this blog. 

Firstly let’s look at one of the recent campaigns of Fila.

FILA Revealed its “Falling in Adore Again” Campaign composed and directed by Mark Seliger, featuring Luke Wilson, Angus Cloud, and Adesuwa Aighewi, in 2021. 

FILA proceeds to commemorate its 110th Commemoration with the creation of “Falling In Adore Again.” The campaign was created for the honoring of the brand, its progressing bequest in wear and fashion, and its characterizing minutes in pop culture.

The witty brief film, composed and coordinated by well-known photographer Check Seliger, highlights Luke Wilson as the fictional Teacher Jean-Pierre Montague. The film also features Adesuwa Aighewi as Stella and Angus Cloud as his protégé Victor. 

The Teacher is a previous tennis winner and FILA ambassador who thinks back on his cherished experience and his enthusiasm for the FILA brand. The Teacher is fixated with what he has coined the enthusiastic color theory, as talked about in his book, “The Dress Code of Human Nature,”. He penned that book after being prohibited from the professional tennis circuit.

A sentimental at heart, Montague enjoyed accepting that FILA stood for “Falling in Cherish Again,” a concept he offers with the youthful disciples. The latter takes an interest in his studies and tunes in to his stories. 

Inside the film, the Teacher is illustrated by educating his life’s work and the book’s substance to Victor and Stella. As he edifies them with his color theory, the Teacher offers how fashion has continuously been imperative to him. That is particularly during his voyages.

The film was built out of an offhand composing session between Luke and Seliger. This was the first time Seliger had the involvement of working with a craftsman in that way. FILA gave him the reins to come up with something that talked to the brand being famous, whereas at the same time, advertising a comedic wink to Luke. 

It was important to also illustrate Luke’s mind-blowing career and all of the important parts he has played over time. Angus is such an energetic entertainer and able to inspire such feelings onscreen that Seliger knew he and Adesuwa would serve as the idealized partners to bring this concept to life.

What Seliger adores about FILA is its legacy, which is exquisite, hoisted, and ageless. ‘Falling in Adore Again’ is additionally a gesture to the brand’s Italian roots. The campaign connects Italy with cherishing, mind-blowing energy, desire, and appreciation. FILA proceeds to rehash itself; indeed, 110 years afterward, it remains genuine to those qualities.

In the film, the unpredictable cast of characters is dressed in both documented FILA styles and the brand’s recently disclosed, special-edition 110th Commemoration Collection.

“Falling in Cherish Again” launched on November 4, and it was included in print and advanced elements counting open-air and metro signage, computerized banners, and social media promotion.

Next up, we are going to analyze communication strategy of Fila.

Fila has numerous slogans that represent the brand pretty well. We are going to discuss a few of them.

“What makes you run better?” is the first slogan. Running is a great activity, it keeps you in shape, and it maintains your health. However, let us not forget that without the right shoes, one can not run. With this slogan, Fila has owned the activity of running. It encourages people to enjoy a great run with its sneakers.

For gaining more recognition in Philadelphia, Fila came up with the “Fila Delphia” slogan. This is incredibly smart since it speaks so well about getting lucky with a brand name. The long-term usage of the brand name should always be considered before creating the brand.

“Functional Fashionable Formidable,” is another slogan of the brand. This slogan pretty much summarizes all the reasons why you should go ahead and make a purchase from the brand. It is functional because you use the products of Fila for an active lifestyle. It is fashionable because…I mean, look at the sneakers. It is formidable because it unites all the qualities for gaining loyal consumers.

“Sexy is a state of mind,” is probably the best slogan of Fila. It lets its consumers know that with fila attire and sneakers, you will feel no other way than sexy. What other motivation do you need to pick up on a healthy habit and start working out again?

“Do you Fila?” is where the brand owns up to its name and expects the consumers to do the same. The consumers should always “Fila” themselves out to those workouts. 

“The Best F In Shoes,” is the slogan that lets the consumers know that the main focus of the company is its shoes. The brand sells boots, sneakers, slides, sandals, tennis shoes, etc. These shoes are incredibly comfortable and ensure a great walk, run, or other everyday activities. 

Let us also take a look at the logo of Fila. Throughout time, the style of the logo of Fila has always remained the same. It has either been the first letter of the brand or the entire brand name. 

Now, the logo consists of two main colors, which are red and blue. Red signifies health, and blue resembles calmness and serenity. The logo is outlined with white to neutralize the overall picture. 

The fundamental palette remains unaltered because it is related to unwavering quality and vitality. In any case, there is a flexible black and white form of the logo that looks fitting in different visual settings.

Last but not least, let’s unravel the segment that Fila has chosen to target.

To do so, we are going to first watch this short video. 

This video follows numerous people’s sports activities. The ad also has a narrative voice following it. The video is shot in Berlin, Paris, New York City, Tokyo, and Toronto. So, we definitely notice a pattern here that explains the narrative that we hear.

The narrator is speaking about how the city that you live in is your everything. It is your start, drive, rhythm, beat, soul, day, night, up, down, and playground. Thus, you need to take the initiative and let the game begin. 

What can we infer from this video?

The first hint is uniqueness. Not only does it refer to the way that this video is introduced to us, but the people in it stand out in their own ways.

Secondly, perfectionism is what we sense coming from the video. For instance, during the push-up scene, the narrator encourages the guy to go higher. 

And lastly, everybody in the video has a goal, and they are striving to achieve it. Hence, the most crucial message, letting the game begin right now, only makes sense.

By now it seems quite obvious that the segment that Fila has chosen to target is Peacocks.

What do we know about Peacocks?

Lifestyle and values:

One of the foremost critical things for Peacocks is standing out. They have distinctive ways of accomplishing it. For instance, they can do it by different methods. For example, the most common way is achieving an extraordinary fashionable style. Peacocks love being praised for the way that they look. 

Secondly, their hobbies are another means of showing their uniqueness. They never like doing something that everyone else around them does. This also goes to show that their interests as well are distinct from the people’s interests that are surrounding them. 

The implies of being unique may shift, but the end objective is what matters the most.

Fixation with flawlessness tends to leave individuals with uncertainties. But in the case of this segment, their certainty is never taken away. For example, minor flaws in their career will never act as letdowns.

Peacocks venerate setting goals for themselves. This is often another viewpoint of their perfectionism. But, of course, accomplishing an objective is never simple or speedy. So, what this fragment does, is that it isolates its goals into little steps.

Peacocks are at the beat of their career. They make sure, beyond any doubt, to induce their instruction and each promotion in the working environment continuously to realize new heights.

The work success of Peacocks makes sure that they are fortunate to earn a great sum of income. However, because of their investing propensities, they run out of cash so effortlessly. 

This segment will sometimes purchase things solely due to the fact they feel like it. In this way, they have nearly no cash cleared out for real necessities.

Attitude to shopping:

Something that we can for sure state is that Peacocks always buy extravagant things. This, too, contributes to their habit of standing out. For the sake of having an item with a famous logo, Peacocks enjoy purchasing items from luxurious brands. They need to dress pleasantly, which therefore assumes extravagance. 

They care about both the quality of the item and the quantity or the number of t-shirts that they claim, for instance. Hence why, one thing that makes a difference for this segment in trying to spend their money more wisely is discounts and special offers.

Peacocks remain up-to-date with current patterns and attempt to dress in fashion. They look for outfit inspirations on diverse social media platforms. 

Another thing worth mentioning about Peacocks is that they are brand faithful. So, once they like a brand they adore, they will adhere to it. 

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Other interesting facts about the segment:

Peacocks esteem their looks and how they are recognized. They habitually run to the gym. The gym allows them to meet new people. This segment loves going to the cinema. They are above average restaurant and bar visitors. This segment gets most of its information from TV and magazines. Social media acts as a tool for Peacocks to be social and communicate with friends. 

And there you have the “Target Market of Fila” blog. We looked at different important marketing components to better understand the story behind the achievements of Fila. We first analyzed one of Fila’s campaigns. Then we took a deeper look at different Fila slogans as well as the brand’s logo. Lastly, we watched a short clip that helped us uncover the segment that the company has chosen to target. For reading more blogs like this about other successful brands, be sure to check out our main website. There, we constantly update our feed with something new.