Competitors - Fila

Fila - 

Fila was created in Biella, Piedmont in 1911. It originally started by making clothing for the people of the Italian Alps, now manufacturing sportswear for men, women, children and athletes. The brand has now become more popular after moving into the manufacture of sportswear/streetwear. 

Target audience: Their current target audience is aged between 18-35 years old, and is for people who like sporty looks. They sell a range of lifestyle trainers both for men and women with price ranges between £20 to £60. 

SWOT (Strengths, Weaknesses, Opportunities, Threats):
Strengths:
- The Fila brand has very popular sports brand ambassadors which has promoted their brand very well
- The brand has over 100 stores all over the world 
- Strong legacy of the brand since 1911
- Fila has diversified into clothes and kids apparel along with shoes
- Successful brand image due to motivational designs 

Weaknesses: 
- Limited range of products compared to big brands and low brand advertising 
- Big competition from sports apparel brand globally meaning smaller market share 

Opportunities:
- The lines of expanding into casual clothing and sports equipment
- Opening more Fila stores can help attract the youth more
- More advertising can boost the brand image and presence of the brand 

Threats:
- The new changing trends could replace the existing products range quickly 
- High competition for Fila means limited market share growth 
- The industry is dominated by a few big players, hence difficult to overcome customer perception can be an issue 

Social media: 
- Facebook, 292K likes 
- Instagram, 295k followers
- Twitter, 21.2K followers