Back on the Top
Shoes and Accessories|January 2020
Owing to the shift in consumer preference towards sports inspired athleisure, 2019 saw the comeback of sports brands. One of the key players in the Indian market is the Italian sports and fashion brand FILA with an aggressive expansion strategy. It has been present in the Indian market from over a decade. However, the brand has focused on a rebranding exercise combined with product efficiency and supply chain management. In India, FILA has an exclusive license agreement with Cravatex, the global retail, brand licensing, distribution and sourcing company with presence across India, UK, Europe, North Africa and Middle East. S&A caught up with its COO Rakesh Singh Kathayat to find out how the brand has been doing and what new range and strategies it has launched in the Indian market.
Rakesh Singh Kathayat
Back on the Top

Given that India is a sensitive market, has Fila deployed a different strategy? If so, please elaborate FILA has been present in the Indian market from over a decade, however the brand has focused on a rebranding exercise combined with product efficiency and supply chain management. The focus is on engaging with our customers at a closer level.

In the last two years, we have created a strong base of products that resonate with Indian sensibilities in both the footwear and apparel segments. Our global identity and our India positioning are very similar. Fila will continue to be a fashionable sportswear brand with the latest in design and trends and lead the pack in those terms.

Give us an overview of the product range it has recently launched in India In October FILA launched the Milan Fashion Week SNBN (See Now Buy Now) SS20 range in India. Launching it within minutes of its global launch and getting the Indian customers a chance to be one of the first people in the world to get their hands on the range. The SNBN SS20 collection includes a selection of styles straight from the runway and was available to pre-order immediately after the brand’s show in India.

FILA’s SNBN collection features a range of apparel, accessories and footwear for men and women - designed in a black, white, red and metallic silver color palette - for complete, head-to-toe looks. The special-edition designs embrace elements from classic FILA fashions, while luxe textures, rich hues, and contemporary silhouettes provide a modern and sophisticated update.

FILA India and Superkicks recently launched a special collaboration, the NH8, drawing on the journey of Super kicks (a multi-brand sneaker destination) founder Sangeet Paryani from Jaipur to Mumbai, the pink city to the city of lights. This was an India-specific launch and limited to only 90 pairs of sneakers which got sold out in less than 11 hours in India.

Diese Geschichte stammt aus der January 2020-Ausgabe von Shoes and Accessories.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

Diese Geschichte stammt aus der January 2020-Ausgabe von Shoes and Accessories.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

WEITERE ARTIKEL AUS SHOES AND ACCESSORIESAlle anzeigen
Generative AI Empowering Fashion Retail
Shoes and Accessories

Generative AI Empowering Fashion Retail

In today’s world of rapid technological change, the idea that machines might become smarter than humans has moved from science fiction to a possible reality.

time-read
9 Minuten  |
May/June 2024
ECCO Steps into India: AIMS TO LAUNCH 50 STORES IN 5 YEARS
Shoes and Accessories

ECCO Steps into India: AIMS TO LAUNCH 50 STORES IN 5 YEARS

From the introduction of Direct Injection Technology to the establishment of production facilities in key regions such as China and Vietnam, ECCO's commitment to innovation has remained unwavering...

time-read
10+ Minuten  |
May/June 2024
APLF 2024 Show Report
Shoes and Accessories

APLF 2024 Show Report

A Global Reunion of Leather, Material, and Fashion Industries: APLF 2024

time-read
5 Minuten  |
May/June 2024
BEST FOOT FORWARD: Footwear is the Sole of the Indian Retail Industry
Shoes and Accessories

BEST FOOT FORWARD: Footwear is the Sole of the Indian Retail Industry

As India steps towards becoming a global economic powerhouse, the footwear retail sector is poised for remarkable growth and transformation.

time-read
6 Minuten  |
May/June 2024
Earthly Elegance-Myaraa
Shoes and Accessories

Earthly Elegance-Myaraa

Cast-offs the foundation of a sustainable luxury brand

time-read
7 Minuten  |
May/June 2024
From Corporate Leadership to Entrepreneurship: Abhishek Ganguly's Journey to Co-Founding Agilitas
Shoes and Accessories

From Corporate Leadership to Entrepreneurship: Abhishek Ganguly's Journey to Co-Founding Agilitas

Founded with a vision to transform the industry, Agilitas boasts a comprehensive approach, seamlessly integrating cutting-edge manufacturing technologies, robust research and development centres, and visionary product design labs...

time-read
5 Minuten  |
May/June 2024
CHUPPS Slide into Recovery
Shoes and Accessories

CHUPPS Slide into Recovery

In the dynamic realm of athletic recovery, every stride holds the potential for rejuvenation. Whether you're a seasoned professional or a dedicated enthusiast, the journey to peak performance is as much about restorative care as it is about rigorous training. This is where CHUPPS emerges as a beacon of innovation, reshaping the landscape of sliders with a keen focus on sports recovery.

time-read
2 Minuten  |
May/June 2024
Stepping Towards Expansion: INC.5
Shoes and Accessories

Stepping Towards Expansion: INC.5

With a network spanning over 220 retail outlets nationwide, Inc.5 is rapidly emerging as the preferred choice for discerning individuals. Marking a significant milestone of 25 years in the industry, the brand has garnered a dedicated following for its premium leather footwear and accessories.

time-read
6 Minuten  |
May/June 2024
ON THE RADAR
Shoes and Accessories

ON THE RADAR

Here we uncover our sizzling selection of Hot Picks” a handpicked assortment of products that are turning up the heat in the market.

time-read
8 Minuten  |
May/June 2024
A Resounding Success for the Leather Industry in Bangkok
Shoes and Accessories

A Resounding Success for the Leather Industry in Bangkok

APLF ASEAN 2023 was a game-changer for ASEAN on the global stage, providing a magnificent platform for emerging designers and catering comprehensively to industry needs under one roof.

time-read
4 Minuten  |
January/February 2024