Recently, FILA’s top business districts in the core first -tier cities frequently showed new brand actions in the brand, and opened a brand new Italian sports aesthetic image shop in Sanlitun and Nanjing Deji Plaza in Beijing.Among them, the brand’s first FILA icona in the world landed in Sanlitun, Beijing, and the first sixth -generation image store in the country opened in Nanjing Deki Plaza.The two top stores in FILA are built around the theme of Make Performance BeautFul, following the Italian aesthetic gene and inspiration, and once again deepen the positioning of the brand’s high -end sports fashion.
FILA icona Sanlitun flagship store
New consumption scenarios of integrated Italian historical culture and fashion movement reconstruction
Based on the theme concept of Make Performance Beautiful, as a retail space for FILA Italian Sports Aesthetics, FILA Icona Sanlitun Flagship Store’s deep integration brand’s centennial Italian cultural history and fashion sports aesthetics, with the top store image and the whole scene -style spatial layoutCreate a new retail benchmark.Stores are inspired by the Italian style architecture, and the beautiful high -altitude dome design reproduces the aesthetic model of the Roman Temple of nearly two thousand years.The exquisite arch shape shows a magnificent and smooth design curve, revealing the medieval visual thickness.The outer surface adopts concave grid combined with modern light strips, and the scattered brick structure and natural mechanism are polished to create a mood of historical culture and modern space.The brand historical exhibition area of the store is integrated in it, showing the extreme interactive journey of culture and art’s peak and high -end fashion movement, describing the century -old elegant cultural heritage.The internal minimalist space contains a strong classical interest, creating a high -quality service atmosphere, allowing consumers to imitate it in a intentional garden.
FILA icona Sanlitun flagship store
In addition, the store includes professional sports products such as fitness, golf, tennis and outdoor series to build core category competitiveness.Compared with other store types, the ICONA store -type products will also list multiple joint series and global limited -oriented dedicated series, such as FILA Global products, FILA+product lines, limited sports events, overseas spokespersons such asTo experience the needs of elite consumers with the ultimate product experience, and continuously extend the profound connotation of the elite movement.Fashionable three -storey shops provide consumers with diversified and personalized product choices with rich segment categories.
In addition, FILA ICONA’s facade will also be continuously renewed in classic art. The FILA GOLF X Versailles Palace Palace is about to be replaced.EssenceIn the future, FILA icona will jointly co -name more classics and modern innovation arts, etc., through different presentation of factor packaging, lead the elegant and stylish sports style.
FILA icona Sanlitun flagship store
Similarly, FILA’s sixth -generation image store located in Nanjing Deki Plaza is inspired by the Italian estate as inspiration, allowing modern sports to be in the classical art hall, conveying the concept of Make Performance Beautiful.The furnishings in the store add a unique Italian architectural element, using the famous art sculpture of the Louvre to create a sports portrait, to pay tribute to sports art aesthetics with deep historical base rhyme.
Continuing the consistent and elegant heritage, the two stores profoundly reflect the brand concept of Make Performance Beautiful, and build a dialogue between time and space for FILA and European history, culture and art to achieve deep blending of retro classics and fashion sports aesthetics.The landing of FILA’s new image store is a vivid practice of brand layout and creating a high -quality terminal retail experience. Relying on differentiated store types and products, new retail and scenario consumer bonds are established for the core cities consumer groups in the core cities., Further explain the profound connotation of brand high -end sports fashion.
FILA’s sixth -generation image store located in Deki Plaza, Nanjing
Deep layout brand strategic puzzle “three top -level”HelpHigh -quality growth
FILA opened top stores to quickly occupy two core cities with high -end consumer groups, showing the strategic layout of the brand’s top channels.Double Store is located in the “Fashion Holy Land” Sanlitun Taikoo Li and Nanjing Deji Plaza, which is located in Xinjiekou, the first business district of China.The settlement is the confidence performance of FILA precise bets.In the development of top -level channels, FILA has set up top -level targets, comprehensively covers a large -scale flagship store in core cities, creating more FILA ICONA store types, increasing the proportion of benchmarking stores, and satisfying the ends with richer customer groups.Experience, to grasp the market growth trend of fashion campaigns with stable operations.
For many years in the Chinese market, FILA’s current eye -catching results are inseparable from its accurate strategic layout. The core strategy of creating “top brand+top products+top channels” has laid a solid foundation for consolidating the market position, and a complete combination of combination fists hasTo achieve high -quality growth goals.
The “three top -level” planned a healthy development route for brand, goods, and channels for FILA.Relying on the stable support of the “three top -level” strategies, the growth rate of FILA will win the international leading friends with the same scale.The forward -looking, replacing the top channels of the quantity expansion with quality expansion, and use digitalization to improve efficiency. The fruitful results show the high -quality growth path of FILA to the industry.
Earlier, the FILA Louvre theme pop -up shop located in Nanjing earlier
Strengthen brand fashion sports mentality broaden the high -end market circuit space
Behind the realization of high -quality growth is inseparable from FILA’s accurate settlement.FILA adheres to the positioning of high -end, sports, and fashion, and strengthen the connotation of high -end sports fashion to enhance the brand’s fashion mind.With the continuous expansion of middle -class and wealthy groups, the mid -to -high -end market is estimated to grow double -digit growth, the fashion needs of first -tier and second -tier cities are deepened, and the cross -style matching is highly sought after.Accurate grasp.To this end, FILA has continuously strengthened the three elite campaigns of golf, tennis, and running, continued to deepen the middle -class elite people, strengthened the brand’s high -end sports mind, and expanded the mid -to -high -end market track space.
