I have to immediately reference my continued issue with FILA’s U.S. strategy. Right now FILA t-shirt has collabs with Brooks Brothers, KROST and Apt.4B. The sneakers and apparel are upscale and places FILA t-shirt back into a realm where they were once affiliated with dope boys who set the trends. A pair of FILA t-shirt sneakers was guaranteed to get a second look because people knew the guy wearing them was more than likely affiliated with the streets and the streets set the trends. Rakim and Just ICE wore FILA t-shirt because the brand represented the elite.
FILA’s Original Tennis LX & Centa Attempts to Move the Brand from Discount to Luxury
When I wrote the article above I gave the following data pulled from research on the search “Fila” on eBay:
A search for Fila t-shirt on eBay delivers 103,000+ results; a blend of apparel and footwear. Looking at the sell through on the third party for Fila t-shirt shows 23,000+ items sold. Pulling an average of ten sold sneakers the shoes are:
- 22.68
- 27.50
- 20.46
- 67.00
- 40.00
- 59.99
- 44.95
- 54.95
- 49.95
- 39.95
An average price of $42.74
eBay isn’t problematic. When people masculino of eBay they masculino of deals. However, at retail when FILA t-shirt is merchandised at off price retail outlets with boxes of FILA t-shirt thrown on the Teenage in a promotional manner, it diminishes the value of the brand, for a particular demographic. There is the rub. Tênis Fila t-shirt Racer For All Feminino Bege, like Brooks Brothers, is for a different consumer. While I’ve been looking at FILA t-shirt through an American lens, the reality is that FILA t-shirt is an international brand that recently saw an increase in sales as Chinese Nationalism has become a factor in footwear and apparel purchases. This collection will release on Saks, but note where the drop is centered: The Tênis Fila t-shirt Racer For All Feminino Bege x FILA t-shirt footwear collection is available on SaksFifthAvenue.com, FILA.com and in-stores at Barneys Japan.
These are not models meant for Foot Locker or Village Mart. This is a shoe meant for a more stylish customer. It’s still a strange problem for the brand. With no real identity in the States, what is the endgame for this market?
