W: A recent article in The New Yorker highlighted how Fila is experiencing a renaissance as a brand.
Posted: Sun Jan 19, 2025 6:54 am
Lindsay tells us how Fila got this far and the brand's plans to continue growing in the ever-dynamic world of retail and fashion .
WAM: How are you tackling the challenge of building a 360° customer experience across e-commerce, social media, and traditional retail?
Lindsay Vick: As a wholesale brand in North America, creating meaningful customer experiences without a physical presence is really challenging. Over the past couple of years, we’ve started investing in pop-up “solutions” to create real-life experiences for customers who love the brand or are discovering it for the first time.
As we increasingly invest in paid social media and shift from brand list of austria consumer email awareness goals to more sales-oriented ones, we constantly try to align the details of our campaigns with what is written on our e-commerce site. Customers are so savvy and well-educated that we simply cannot show an ad with a product that is out of stock or not available on the e-commerce site. Details like that dissuade customers from returning to our e-commerce site.
How do recent collaborations with other big brands, including SoulCycle and Fendi , help drive brand value? LV: How we chose and managed collaborations has been key to rebuilding a brand with a heritage of over 100 years. And that means creating very different things for different audiences. To create a sense of novelty and research for new segments and new generations, we have partnered with many collaborators who tell (or re-tell) the stories of our brand.
WAM: How are you tackling the challenge of building a 360° customer experience across e-commerce, social media, and traditional retail?
Lindsay Vick: As a wholesale brand in North America, creating meaningful customer experiences without a physical presence is really challenging. Over the past couple of years, we’ve started investing in pop-up “solutions” to create real-life experiences for customers who love the brand or are discovering it for the first time.
As we increasingly invest in paid social media and shift from brand list of austria consumer email awareness goals to more sales-oriented ones, we constantly try to align the details of our campaigns with what is written on our e-commerce site. Customers are so savvy and well-educated that we simply cannot show an ad with a product that is out of stock or not available on the e-commerce site. Details like that dissuade customers from returning to our e-commerce site.
How do recent collaborations with other big brands, including SoulCycle and Fendi , help drive brand value? LV: How we chose and managed collaborations has been key to rebuilding a brand with a heritage of over 100 years. And that means creating very different things for different audiences. To create a sense of novelty and research for new segments and new generations, we have partnered with many collaborators who tell (or re-tell) the stories of our brand.