What value does it have for your customers and what new formats are you including in your strategies instead?

[himuhumaira]

W: Fila still uses traditional advertising, including billboards.

LV: As a wholesale brand, we still use B2B-facing media because we want to show ourselves as the best not only to our customers, but also to our retailers. They are one of the biggest drivers for our growth.

Over the past couple of years, our out-of-home media strategy has become more bahamas email list consumer-oriented. We almost always do specific and geo-localized media buys for all our ooh media campaigns.

This trend is seen in the strategies of many B2C e-commerce brands that are expanding into traditional media to balance their social media ad spend. Social media advertising is not as wild as it used to be because it is much cheaper than the alternatives.

W: What other challenges have you faced in digitizing your brand?

LV: The biggest challenge has probably been having to deal with our global business model. We are a licensing brand, which means each territory is free to create the product and marketing that best suits their market. This can create confusion between FILA channels and e-commerce sites.

To create cohesive, global brand moments, we’ve launched a global pop-up store initiative, global editorial shoots for our Heritage brand, and are using tennis to tell global stories.