Fila is putting the spotlight on luxury for spring.
The activewear company has created three new categories for its women’s workout apparel — Lux, Parallax and X Effect — designed to better call out the features and fabrications of the collections.
According to Danny Lieberman, Fila’s vice president of apparel, who was the catalyst behind the change: “Fila has been in the fitness-apparel market for several years, but with our expanded spring ’13 collection, we want to improve our presentation to retail customers in an effort to better educate the buyers and retail staff about unique product advantages, especially as it pertains to our three primary fabrication categories.”
Lux is the company’s most premium offering and features Performa suede fabrics blended with Supplex and Lycra to be breathable, lightweight, soft and to retain its shape and color. Parallex uses a variety of fabrics for a soft hand and great recovery, and the design uses laser cuts and burnouts in bright colors. X Effect offers light, durable technical blends of polyester and spandex that allow the user to move without the garments losing their shape.
Lieberman said these products are not new to Fila, but the objective is to create “very clear distinctions” among the labels to “make it easier for retailers to educate sales staff and properly merchandise the different collections.”
Hangtags and display materials are also being updated to highlight the change.
Lieberman noted: “Practically speaking, we are doing a better job of selling concepts that retailers and consumers will understand and respond positively to. The flip side of this is that our design teams will have a much clearer focus, which we are confident will improve the products and focus our energies to help retailers succeed with Fila.”