Sportswear brand Fila strengthens omni-channel presence

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.

Fibre2Fashion News Desk – India