FILA Holdings Inc.

- With FILA Korea’s relaunched digital flagship store embracing the user experience, the brand’s global strategy for advancement takes shape

FILA Korea announced on Feb. 27 the relaunch of its official online store, which has been completely reorganized in line with its advance as a premium lifestyle sports brand.

The online store's renewal presents a differentiated brand experience, including strengthened direct-to-consumer (D2C) capabilities to build customer centricity, which is one of the key pillars of FILA's five-year global strategy, "WINNING TOGETHER.”

FILA Korea’s relaunched platform is being introduced as a "digital flagship store" where visitors can experience various brand content, going beyond the role of a simple purchase channel. Focusing on ease of use, the online store has been designed with the goal of providing an intuitive user interface and user experience (UI·UX). It expands and enhances communication points with customers by introducing the brand’s values and philosophy based on FILA’s 112-year heritage and ongoing sustainability vision.

Applying to both desktop and mobile versions, the online store’s new UI and UX point to FILA’s identity with a simple color scheme of white, red, and navy, as well as fonts optimized for readability. Visitors can intuitively explore products while browsing through each FILA brand, such as by viewing the movement of interactive models to gain an accurate sense of a product’s fit. In addition to a more detailed search and filter tool, the online store has introduced a curation service to recommend products tailored to individual tastes and preferences. 

FILA Korea’s relaunched online store will also soon provide differentiated shopping convenience by adding various services including store inventory tracking, pick-up and delivery, product comparison, and a one-touch payment system that enables customers to purchase items based on recommendations.

By expanding its role beyond a purchase channel to become a brand communication platform, the online store additionally features a “Brand” tab, offering content that allows customers to experience the past, present, and future of FILA in a vivid and varied digital format. Also serving as a two-way communication channel, the tab is subdivided into five categories: “About FILA” traces the brand’s history going back to 1911 and its birthplace in Biella, Italy; “Collaboration” presents FILA’s series of meaningful partnerships over the years; “Sustainability” includes information on activities and products driven by FILA’s sustainability management efforts; “Athlete” and “Tennis Story” encompass information on FILA-sponsored athletes and the brand’s core sport, from legend of the court Bjorn Borg to current South Korean tennis star Kwon Soon-woo.

Meanwhile, FILA Korea has organized a special event with prizes to commemorate the opening of its renewed online store. Running until Feb. 28, visitors can find hidden FILA logos within the “About FILA” category of the “Brand” tab, in addition to a “friend inviting event” offering prizes such as tablet PCs, smartwatches, and FILA Korea online store points.

“We have completely reorganized our official online store in line with FILA’s transition as a premium lifestyle sports brand, and introduced it as a digital flagship store,” said an official from FILA Korea. The official added, “We hope that many people will explore its diverse and differentiated services, as the online store’s been newly reborn as a communication platform to encounter the brand’s history, philosophy, and values along with an innovative shopping experience.”