Fila Korea Accelerates 'Winning Together'... Recruiting Experts and Promoting Organizational Restructuring

[Asia Economy Reporter Song Seung-yoon] FILA Korea announced on the 23rd that it has carried out an organizational restructuring and recruited external industry experts to pursue continuous growth through innovation.

This organizational restructuring was conducted to strengthen organizational capabilities as part of executing the group’s five-year strategy "Winning Together," announced last February. Kim Ji-heon, who took office in May this year, conducted a thorough diagnosis and analysis of the organization over 2 to 3 months through individual interviews with all employees and a comprehensive review of processes.

First, a Strategy Headquarters directly under the CEO was newly established, and Lee Jae-hyun was newly appointed as the head. Lee previously worked in the Strategic Planning Office of E-Land Group and oversaw the New Balance Kids and New Balance brands. He is responsible for deriving business execution strategies and improving and managing processes to most effectively apply the group’s strategic direction in the domestic market. He also has the mission to comprehensively support field operations with an advanced system.

The entire front office organization was expanded and reorganized from the existing functional system to a brand-based business division system. Even for the same product planning (MD), design, or marketing tasks, since the market environment differs according to each category, members of each job group form a team at the brand level to maximize synergy. To strengthen FILA’s design capabilities, the existing design team was also promoted to the Design Office.

For the FILA brand, external experts were recruited. A marketing expert who led the growth phase as the marketing head of New Balance and recently held premium brand marketing experience at Hyundai Motor Group’s Genesis, and a product expert with planning experience at major fashion companies LF and F&F premium brands, newly joined. Additionally, an HR expert with specialized knowledge in psychological counseling was also recruited to further strengthen internal communication.

FILA Korea plans to continue comprehensive structural improvements from product planning and production processes to store environment construction in line with the newly redefined brand identity. In particular, the tennis-related business will be further expanded in the second half of the year. The company plans to form an in-house tennis project team, expand the product lineup, and conduct large-scale marketing activities linked with tennis ambassadors and sponsored players.

They will also embark on a major overhaul of online and offline sales channels. A new manual will be introduced for store interiors, which are the closest point of contact with consumers, and the online official store will be renewed with the goal of organizing brand-specific content and enhancing customer shopping convenience.

A FILA Korea official said, "At an important time to implement the group-level mid- to long-term strategy, we have strengthened capabilities with an organization optimized for branding and the domestic market situation and completed preparations for change," adding, "All employees will unite their efforts so that the movement of change originating internally can be delivered to consumers."

This content was produced with the assistance of AI translation services.