Offers Fila
Fila is a clothing brand that is currently one of the best known worldwide for its sports and casual clothing . Although at the moment it is a fashion brand, it has not always had that success and, therefore, we are going to tell you its story to better understand its style.
The company was founded in 1911, more than a century ago, by the Italian Giansevero Fila who decided to start a business with his brother, with whom he would provide stylish clothing to the citizens of the Italian Alps. The most successful products at that time were underwear .
Over the years, the brand became closer to the sports world and began to produce a greater number of garments intended for sports use, especially sneakers. Already in the 70s, the company considered itself a sportswear brand and began its marketing strategies aimed at positioning its image in the minds of consumers as the best brand in the sector.
For this, they made contracts with elite athletes who used their products in matches, training sessions, daily life… and so people began to notice how good the brand was and began to consume it en masse. The brand's most identifying athlete was Björn Borg , a high-performance tennis player who for many years between the 70s and 80s, raised the prestige of the brand by winning 5 very important awards wearing the brand's clothes.
If we talk about a period in which the brand managed to be in its maximum splendor, it was the 90s . At this time, his sneakers and tracksuits were highly prized. Almost everyone had an item in their wardrobe from the Fila brand and that made it position itself at the top of the lists of successful companies.
But the decline came with the entry into the new century. In the 2000s, sales of Fila products began to plummet and poor decisions on the part of the owner at that time, led them to lose a lot of money and destined for extinction. Until Yoon Yoon-soo appeared.
This man from South Korea worked as director of business in his country for the Fila brand, but he was not satisfied with that and in 2007 he decided to buy the entire company even though he was in a deplorable situation. So that his purchase was not a pointless waste of money, he decided to give a return to the marketing strategy and bet on recovering the most iconic items of the brand in the 90s .
This technique can be very risky because if not enough time has passed, it may seem that the brand has not advanced in time, but after a few years, people return to see the brand with longing and desire. Fashion always comes back , right? Well, that has been one of the keys to Fila's success.
Another factor that has helped the company to rebound has to do with the new culture of comfort . While in the 2000s we found the most uncomfortable garments and the tracksuit was only used exclusively for sports, in recent years, society puts comfort before extravagance and that is why it is much more common to see people walking around the street in tracksuits, leggings, sports ... Even many celebrities have taken this style to their day to day and special occasions.
Undoubtedly, all this journey has made Fila a very interesting brand, full of experience and that currently ensures the comfort of its customers. You can find all kinds of garments that combine style and well-being in the same product so you don't have to choose between the two. If we have to highlight a leading product, those are Fila platform shoes . They are usually white and the only color you find on them is the letter F of the logo on the tongue and the word Fila on the side.
Take advantage of the opportunity to get Fila shoes on sale or other brand products with which you can go out with your friends, play sports, go shopping or any other activity that we have in our routine life.
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