×
142
Fashion Jobs
SAROJ JALAN
Marketing Strategist
Permanent · KOLKATA
ADD UR CO LLP
Production Manager
Permanent · Chennai
THE GLOBAL ZONE HR SERVICES
Production Manager/ Supervisor/ Incharge
Permanent · Pune
PUMA
Manager - Digital Marketing
Permanent · Bengaluru
THE BANYAN HR CONSULTS
Brand Manager For Leading Women's Wear Garments CO at Coimbatore
Permanent · Coimbatore
LEVI'S
Manager, Retail Merchandising (Ebo)
Permanent · Bengaluru
GLAN MANAGEMENT CONSULTANCY
Senior Buyer Lingerie (Knits Western Wear) - Retail Brand
Permanent · GURUGRAM
JOB INDIA
Asst. Manager E-Com Operations (Garments Retail) Gurgaon
Permanent · Faridabad
VASTRAKALA EXPORTS
Quality Manager
Permanent · CHENNAI
PEOPLE ALLIANCE WORKFORCE PRIVATE LIMITED
Manager / in Charge - Production/Quality/Cutting - Garments Industry
Permanent · Bhiwandi
MINT AND MILK COMMUNICATIONS
Senior Account Executive
Permanent · MUMBAI
PUMA
Manager- Buying (Apparel)
Permanent · Bengaluru
PUMA
Manager- Business Intelligence
Permanent · Bengaluru
PUMA
Manager- Trade Compliance
Permanent · Bengaluru
PUMA
Manager- Supply Planning
Permanent · Bengaluru
PUMA
Senior Manager - Performance Marketing- Marketplac…
Permanent · Bengaluru
PUMA
Regional Sales Manager- Mbo (South)
Permanent · Bengaluru
PUMA
Manager- Returns And Spf Operations
Permanent · Bengaluru
PUMA
Manager Merchandising
Permanent · Bengaluru
PUMA
Project Manager- Operations
Permanent · Bengaluru
PUMA
Manager- Logistics Operations
Permanent · Bengaluru
PUMA
Warehouse Manager-D2C
Permanent · Bengaluru
By
Ansa
Translated by
Nicola Mira
Published
May 30, 2022
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Fila soars in China

By
Ansa
Translated by
Nicola Mira
Published
May 30, 2022

Italian-born sportswear label Fila has found a new lease of life in China, where in 2021 it generated a record revenue of CHY21.82 billion (approximately $3.37 billion), according to the company's financial statement.


Fila - @antasport


The rapid growth of the Chinese sportswear market and the strength of the local supply chain have enabled Fila to turn from loss-making brand into a multi-billion-revenue one.

In 2009, leading Chinese sport apparel and equipment group Anta Sports bought the Fila group's franchised brands for mainland China, Hong Kong and Macao. As a result, Fila has carved a space for itself on the Chinese market as a high-end sportswear label, winning over local athleisure consumers through its unique combination of Italian elegance and sporting know-how.

“We realised there was growing consumer demand in China for fashion and individual style,” said Li Ling, vice-president of Anta Sports.

By embracing the latest trends, much appreciated by the young generations in China, and collaborating with internationally renowned designers, Fila has made a name for itself on the Chinese market, where consumers are unlikely to identify the label with the struggling one of a dozen years ago.

According to Yao Weixiong, president of Fila Greater China, Anta Sports designers regularly travel to the Fila museum in Biella, Italy, where the label was founded and over 100,000 sketches and product samples are archived. “Our designers are inspired by Fila’s hundred-year-plus history, and they then create collections featuring the kind of style appreciated by Chinese consumers,” said Yao.

According to international market research firm Euromonitor, the Chinese sportswear market’s retail revenue has increased from CHY79 billion in 2007 to CHY371.8 billion in 2021, and the market is forecast to be worth CHY600 billion in 2026. And while Fila can further tap the booming Chinese consumer market, it can also take advantage of the country's well-established supply chain.

Anta Sports’s headquarters are located in Jinjiang, a city in eastern China’s Fujian province that is renowned as the “world’s largest manufacturing hub for trainers,” where 40% of China’s trainers output, and 20% of the whole world’s, is produced. To ensure manufacturing efficiency, Fila has set up its own production facilities in Jinjiang.

“The company will continue to expand thanks to Fujian’s solid sportswear supply chain, and will continue to collaborate with an enlarged R&D office, aiming to satisfy growing demand by Chinese consumers, whose standards of living keep on improving,” concluded Li Ling.

Copyright © 2022 ANSA. All rights reserved.