Fila Successfully Concludes '2023 SS Convention'... Full-Scale Leap as a Premium Brand

Kim Jiheon, CEO of Fila Korea, is explaining the domestic business operation strategy and direction according to Winning Together at the '2023 SS Convention.' Photo by Fila Korea

[Asia Economy Reporter Song Seung-yoon] FILA Korea announced on the 29th that the '2023 SS Convention' held for distribution channel buyers, store owners, and other distribution and store stakeholders concluded successfully.

The event took place over two days, on the 24th and 25th, at the FILA Korea headquarters convention hall in Gangdong-gu, Seoul. It was organized to share the domestic business operation strategy and direction in line with the global five-year mid-to-long-term strategy 'Winning Together' announced by the FILA Group in February this year. This was the first convention held since CEO Kim Ji-heon took office in May, with about 230 attendees including key domestic department stores, duty-free shops, online and select shop stakeholders, and agency store owners.

CEO Kim identified three core tasks to redefine brand value and achieve goals in accordance with the changed identity: targeting customers aged 20-30, developing mega hit items, and transitioning to a premium brand position. He also explained specific implementation plans.

The convention was themed 'FILAsophy (FILA + Philosophy),' representing FILA's core values and philosophy through innovation. Four theme zones based on the core values of 'Sports Heritage,' 'Italian Premium,' 'Innovation,' and 'Worldwide FILA' were set up to showcase the main product lines for the 2023 SS season.

FILA Kids also presented the concept 'Dream Island: An Island Where All Children's Dreams Exist' in line with the brand's transformation direction. The lineup was built around themes such as heritage reinterpreted from the unique archive, performance, tennis, and camping. The collaboration line featuring vibrant illustrations and the water play line, focusing on summer swim items and setups, attracted significant attention.

Kim Ji-heon, CEO of FILA Korea, said, "Starting from the next SS season, we aim to show a transformed image by adding innovation to the brand's unique assets. As there is much empathy and expectation for the direction of change, we plan to further solidify the brand's status through various efforts to share the enhanced brand value."

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