Fila flagship store ied 2nd year bmo

FLAGSHIP STORE STRATEGY

Olivia Llagostera, Barbara Van Stigt and Maria Eugenia Errobidarte

THESIS PROJECT 2010 - FASHION MARKETING AND COMMUNICATION - 02-06-2010

• Not present in the right platform

• Considered an old brand by the young target

• Connected with parents and childhood sports experiences especially tennis.

• No direct sales

• No presence in common distribution channels.

• Heritage and Know-how are present

MARKET ANALYSIS CONCLUSIONS

MARKET ANALYSIS CONCLUSIONSBrand and Consumer Insights

• Young

• Fun

• Italian

• Daring

• Creative

• Different

“I have never bought Fila myself, my mum used to buy it for me for gym class”

“I think I used to wear Fila when I played tennis as a child”

“I haven’t seen the brand Fila anywhere in years”

TARGETGold

‣ Age18-25

‣ Gender Mostly Male

‣ OccupationStudents - First Jobs

‣ IncomeFirst Wages or Depending on Parents (Middle Class)

‣ Clothing BrandsZara - Massimo Dutti - Springfield - Diesel

‣ Lifestyle

Read magazines such as GQ and BooksCommercial MusicEnjoys being with friends - running - gym - playing tennisAlso focuses on education

‣ Colours Dark - Sober - Basic

‣ Types of ClothingDressed Up - Classical - Preppy but Comfortable - Casual Clothing

‣ Shopping PreferencesMulti-brand and Own Stores with a “twist” / E.g. Diesel Store

‣ DriversStyle - Comfort - Quality

TARGETVintage

‣ Age16-22

‣ Gender Male - Female

‣ OccupationStudents - First Jobs

‣ IncomeFirst Wages or Depending on Parents (Lower Middle Class)

‣ Clothing BrandsZara - Adidas - Nike - H&M

‣ Lifestyle

Social life is very important to themCommercial House and Pop MusicGoes to the Gym - Basketball - Football - Street dance and other Team Sports

‣ Colours Colourful - Basics

‣ Types of ClothingSporty/Casual Clothing

‣ Shopping PreferencesChain Stores

‣ DriversStyle - Comfort - Logo - Trendy

PRODUCT CONSUMER SEGMENTATIONGold and Vintage

‣ Gold - Men (Preppy Classic Formal Street Wear)

• Dressed Up and Comfortable

• Trendy but Conservative

‣ Vintage - Men and Women (Sporty - Trendy Street Wear)

• Mix of colours and materials

• Interest in logos

• Peer pressure affects buying habit

BENCHMARK

‣ Le Coq Sportif

• Sponsorship with many football clubs and cycling teams

• Adapt collections to local needs by hiring local designers

• Partnered with Peugeot in Korea and created the Peugeot shoe

‣ Lacoste

• Lacoste TV (music and stars)

• French Heritage

• Young and Colourful Advertisements (TV ad’s - Printed ad’s)

‣ Fred Perry

• Connect fashion with music

• Contests

• On going relationship with youth culture

• Collaborations (Raf Simons)

Lifestyle Brands

PRODUCT BRAND STRATEGY

‣ Challenge

• Create awareness of Fila’s new image while launching the Gold and Vintage line to a younger target

‣ Goals

• Develop Sales

• Reposition Fila as a young, cool, trendy brand

• Ensure Fila becomes a recognizable brand for the young street wear market

‣ Strategy

• Create an Online Store for Spain, on which not only the 2 lines will be distributed but also a real viral experience

• Our target is online = So we go online too!

• Concentrate on the Vintage line because they are more likely to influence each others buying habits

PRODUCT BRAND STRATEGYIntroduction to Communication Measures

• Viral experience on Fila.es

• Guerilla marketing in collaboration with Wii Sports

• Photo contest

• Create a viral experience through unique shopping experience

• Use of the latest technology measures such as Facebook, Twitter, Spotify, Youtube and Online Magazine

PRODUCT BRAND STRATEGYEnhance Brand Image

• Interact with the customer and make them feel closer to the brand

• Communication actions (Guerilla Marketing)

• Viral experience on Fila.es

• Make Fila young and cool

“Be in touch, connected, viral and different”

THE COMPETITIVE ADVANTAGE

‣ The Competitive Advantages Through Going Online

• Lower Fixed Costs - A store of 100m2 in a main street in Barcelona can easily cost 3.000€ a month

• Directly interacting with the target through the website

• A viral experience on which they can connect 24/7

• Communication actions create an emotional connection

“Surfing the web is replacing television as the medium of choice for young adults, according to a new overseas survey”

The survey, commissioned by social networking website MySpace and conducted by UK-based analyst The Future Laboratory, found a quarter of 18 to 24-year-olds had reduced their television watching in favour of social networking on the web.

COMMUNICATION STRATEGY

‣ American Apparel

• “Model for us”

• Advertising ideas

‣ Pringles

• Shame facebook friends for TMI campaign

• Prizes and customized merchandise

‣ Burberry

• “The Art of the Trench” website

“Fun - Global - Interactive Brands”

Benchmark


‣ Why Wii Sports?

• Recognized as “cool” “fun” “young”

• Trendy Brand

• Interactive - Friendly Game

• No Collaborations so Far

‣ Benchmark

• H&M and Sims collaboration for clothing game

Wii Sports Ongoing Partnership Benefit for Wii

• Fila clothing for advertising.

• Linked to a sports brand.

Benefit for Fila

• Create awareness by mixing with known and trend advanced brand amongst youngsters.


‣ 12 Locations - 12 Weeks - 3 Months

• Eixample Izquierdo

• Eixample Derecho

• Borne

• Gótico

• Raval

• Sants

• Sarriá

• Grácia

• Sant Gervasi

• Les Corts

• Poble Nou

• Ciudatella

‣ 4pm - 8pm on Saturday at chosen location

Wii Sports Ongoing Partnership: Wii Guerilla Marketing


‣ The Finale

• The 13th Location - Poble Espanyol as a closure

• There will be:

- Video Screens

- DJ

- 8 Wii Fit Stands

- Winner of 12 Weeks Announced + Compete for Final Price

- Final Winner Receives 5% off on any purchase for 6 months

‣ Each Stand Will Represent a Different Game

• Tennis

• Boxing

• Baseball

• Bowling

• Free T-Shirt

• 25% off on Purchase above 150€



‣ Legal Aspects

• To get a License

- _______€

1. Taxes for Space

2. Taxes for Publicity

3. Taxes to Mount the Stand

Benefits

• Create awareness of the “New Fila Brand”.

• Awareness of Fila and Wii Collaborations.

• Create interactivity with potential and existing customers.

• Everyone in the street can see it, everyone can join!


‣ For more information on the Legal Aspects and the Logistics of the Wii Guerilla Marketing please see page 22 of the dossier

THE FILA EXPERIENCEOnline Store: Homepage Layout

‣ Clothing ‣ Magazine ‣ Music ‣ Wii Fila Experience ‣ Style Contest ‣ Fila Help

‣ Search Tool

Colours

• Blue and White

Ambience

• Fun and Interactive

‣ Customer Service• Personal Account

• Contact

• Size Conversions

• Terms and Conditions

• FAQ

‣ About Us• Security and Privacy

• Contact Us

• Site Map

THE FILA EXPERIENCE

‣Women

‣Men

‣ Vintage

• New In

• Sales

• Most Popular

• Total Looks

• Styling Advice

• Vintage Collection S/S - A/W

• T-Shirts

• Polos

• Jumpers

• Track Tops

• Jackets

• Dresses

• Pants

• Accessories

• Footwear

‣Gold

‣ Garment

• Colour

• Size

• Price

Online Store: Clothing Benefits for the Consumer

• Enables consumers to find products easily.

Benefits for Fila

• Market research regarding to shopping behaviour and cross selling.

THE FILA EXPERIENCEOnline Store: Magazine‣ Magazine

• Monthly issue

• Sent to members via e-mail and possibility to download and view online

• Content

- Editorials - Lookbook

- Fila Music Playlist (most popular songs of the month)

- Wii Sports Winners (interviews and pictures)

- Photo Contest Interviews

- New This Month (activities and updates)

- New in Fila.es (activities and updates)

- Look of the Month

Benefit of Magazine

• To make users feel part of Fila.

• Help Fila become a lifestyle brand.

THE FILA EXPERIENCE

‣ Music

• Online Playlist

• Possibility to download on Spotify

Benchmark: H&M Summer Playlist

Fred Perry Radio

Online Store: Music and Video Benefit of Music

• Increases number of visits, because music is part of their lifestyle.

• Help Fila become a lifestyle brand.

Benefit of Video

• Different form of interaction.

• Promotion through video communities of YouTube.

‣ Videos

• Wii Videos

• Photo Contest

• Behind the scenes of photoshoot for lookbook

THE FILA EXPERIENCEOnline Store: Wii Fila Experience and Style Contest‣ Wii Sports - Blog

• Videos of Guerilla Marketing

• Schedule of the Guerilla Marketing

• Winner of the Week

• Daily Posts on the Blog

- Daily News

- Preview Collections

- New Developments Regarding the Collaboration

- Fila Streetstyle Pictures

Benchmark: The Art of Trench - artoftrench.com

‣ Styling Photo Contest

• People can send in photo’s of themselves wearing at least one Fila garment.

• One winner chosen by the Fila Experience staff.

Benefit of Wii Sports

• Create awareness of the “New Fila Brand”.

• Awareness of the Fila collaboration with Wii Sports.

• Create interactivity with existing and potential customers.

Benefit of Photo Contest

• Awareness and viral.

• Inspiration on different wearing styles.

• Wanting to be dressed like others, creating interaction and inspiration.

‣ How to Get a Membership?

• Creating an account in the website

• Participate in:

- Photo Contest

- Guerilla Marketing

• Purchase above 75€

• Creating recognition for Fila

THE FILA EXPERIENCEBenefit for Consumer

• To make users feel part of the brand.

• To make it easier for people to purchase.

Benefit for Fila

• To create a hype “Do you have a Fila Membership?”

Online Store: Membership

Fila Membership

Username:Password:

THE FILA EXPERIENCEVirtual Online Experience: Functions

‣ Functions

• Facebook Share

• Facebook Application

• Twitter Share

• Photo Contest

• Wii Fila Experience

• Online Wii Game

• Create Fila Avatar

Benefit for Consumer

• Interact easily: share the images and videos.

Benefit for Fila

• Create a hype and awareness of Fila.es

THE FILA EXPERIENCEVirtual Online Experience: Virtual Models Benefit for Consumer

• Dressing up will be one click away.

• Personalized treatment and satisfying consumer needs.

• Viral tool enabling consumers to share ideas.

Benefit for Fila

• Considered a trust worthy label, as it will offer the right fit.

• Cross-selling (mix and matching).

• Viral tool enabling promoting popular products.

• Possibility to research shopping behaviour.

‣ Virtual Models - My Virtual Model Inc.

• Create own size/measurements on a 3D virtual model

• 360º view

• Able to be altered by ethnicity, age, hair and eye colour

• Providing a changing room environment

THE FILA EXPERIENCEVirtual Online Experience: Styling Advice Benefit for Consumer

• Personal costumer assistance.

• Easier and fun shopping experience.

Benefit for Fila

• Cross-selling.

• Users spend longer time on the website.

‣ Styling Advice

• Assist users with Fila accounts on:

- How to wear garments

- Possible pieces they could be interested in

- Creating new styles

- Find total looks

- Find looks depending on occasion or budget

• Regarding buying habits and history purchases

• Affected by:

- Colour

- Line

- Style

- Fabrics

THE FILA EXPERIENCEVirtual Wii Experience: Avatar Benefit for Consumer

• Users will interact within their group of friends with Fila.

Benefit for Fila

• Multi-targeting users.

• Introducing new users to the Fila Experience.

‣ Avatar

• Wii avatars will be dressed with Fila clothes.

• Offering a variety of garments under the vintage category.

‣ Central Warehouse

• Zaragoza

‣ Delivery

• Independant Distribution - 2 vans available

‣ Delivery Time

• Average of 10 business days - Maximum 15 days

‣ Delivery Cost

• 5€ for orders under 75€ / Above free delivery

‣ Payment

• Visa - Visa Electron - MasterCard - Paypal - VeriSign Security

‣ Cancellation Policy

• 100% return before product has left warehouse (2€)

‣ Return Policy

• Within 12 days for refund Send back on own payment

‣ Safety

• SSL Server

‣ Track Your Order (Amazon)

LOGISTICS FOR ONLINE STOREBenefit of Zaragoza

• Central Spain (between Madrid and Barcelona).

• Good communication.

• Has airport.

• Cheaper.

Benefit of Independant Delivery

• Cost effective.

EVALUATION

‣ The effectiveness of the strategy can be examined according to the results of:

• Number of website visitors a day

• Sales generated since implementation of online store

• Increase of sales on the days following Guerilla Marketing

‣ Increase in Brand Awareness through:

• Mentioning of Fila on Social Networks and magazines

• Request of garments for magazine editorials

Thank you for your attention

Fila flagship store ied 2nd year bmo

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