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Sportswear brand Fila strengthens omni-channel presence

Feb '19
Courtesy: Fila
Courtesy: Fila
Cravatex Brands, the licensee of Fila, has partnered with Ace Turtle, Asia’s leading omni-channel platform company, to strengthen Fila's omni-channel strategy as it aims to reach out to more than 100 million online shoppers in India. As part of the new Heritage Store format, Fila has been opening one store a month and expects to keep this going in 2019.

In addition to its core focus footwear segment, the brand also has launched collections for its apparel range in India.

"Over the last few years, Fila as a brand has constantly endeavored in resonating with the demand of millennials seeking for stylish and sophisticated collections in the sportswear segment. While, we have managed to achieve that objective, engaging with our customers across the country consistently through the channel of their preference is something we are currently focusing on. Partnering with leading omnichannel enablers such as Ace Turtle is a step towards that effort to showcase the omnichannel strength of our brand and seamlessly connect with our customers," Rakesh Singh Kathayat, chief operating officer, Cravetex Brands, said.

India’s sportswear market has evolved from a niche segment, which was exclusively aimed at Sportspersons, to a burgeoning consumer sector. The industry has witnessed rapid growth over the past few years, driven by growth in income levels, changing lifestyle and the entry of foreign brands in the recent years. In addition to this, the trend of using sportswear as casual wear has expanded the definition of target consumers for leading brands. Some brands also offer collections to cater to this demand for casual wear.

"By 2020, sportswear segment is expected to grow at an annual growth rate of 12 percent with sales expected to reach $8 billion. Having a well-orchestrated omni-channel strategy will play a critical role in accelerating the growth of leading brands in this segment in India. Over the past few years, Fila has witnessed tremendous response from Indian consumer looking for highly sophisticated and premium sportswear collections. We are delighted to partner with Cravetex, to strengthen Fila’s omnichannel offering and confident that our best in class technology platform will add significant value to Fila’s plan of enabling a seamless online experience for its customers," Nitin Chhabra, CEO, Ace Turtle, said. (RR)

Fibre2Fashion News Desk – India

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