Fila eyes growth with lifestyle clothing line

by Jemima Bokaie, Marketing 25-Apr-07

Italian clothing brand Fila has marked out its intention to become a global fashion brand by launching high-end and mass-market clothing ranges that draw on its athletic roots.

In January, the brand was acquired by Global Leading Brands House
(GLBH), a new company established to purchase the company. Fila's former
owner, Sport Brands International, tried to position it as a luxury

Italian brand, but GLBH is keen to reiterate Fila's athletic heritage

with extensions into the lifestyle clothing market.

The brand already offers a 'Vintage' lifestyle clothing range inspired
by Fila lines in the 70s. It will continue to produce original dedicated
lines for sports including tennis, golf and skiing, and intends to
expand its athletic footwear offering with lines targeting 18- to
34-year-olds who 'aspire to urban culture'.

It also plans to maintain and expand its affiliations with sports events
and world-class athletes, including tennis players Kim Clijsters and
Mark Philippoussis.

GLBH's acquisition of Fila was led by Yoon-Soo Yoon, who has become
chairman of GLBH and Fila, and Jon Epstein, president of Fila USA, who
has global responsibility for product development, sales and marketing.
In November, Fila promoted Stefano di Martino, former managing director
for EMEA, to chief product and marketing officer in the UK.