Manal Hasan
Fashion is ever changing and completely unpredictable. Like when Kim Kardashian wore those clear, glass heels and you could see the condensation on the sides. Or when Lady Gaga wore that meat dress. High profile celebrities will do whatever it takes to be and stay relevant, but today’s trend of chunky FILAs that everyday consumers take part in has nothing to do with how cute the shoe is. Instead, it has to do with how well FILA has been able to market their shoe to our (gullible) generation.
Just 3 years ago, FILAs were nothing in comparison to their competitors, Nike and Adidas. The two brands have dominated the shoe industry with help from many celebrity, mainly athlete endorsers. These two brands have been on top in terms of popularity, but from 2016 to 2018, FILA’s sales increased 205% from 821 million dollars to 2.51 billion dollars. Let me restate that: in just two years, FILA has evolved from a multi-million company to a multi-billion dollar company. How does clunky, chunky FILA shoe go from completely off the grid to swagily adorned by every hype-beast kid in high schools everywhere?
It’s not because they’re pretty, that’s for sure. Instead, FILA has milked their marketing team to the bone, emphasizing the “throwback” and “nineties nostalgia” vibe to their consumers. FILA sells ugly shoes and they know it too: Louis Colon III, the director of heritage for FILA North America said “when you see brands in high, high fashion selling the ugly shoe, the bulky shoe — we have had this in our brand DNA since 1993.” FILA claims to have pioneered the bulky shoe trend, noting that high fashion brands like Balenciaga (shown top right), Fendi, and even Kanye West’s Yeezys (shown bottom right) are benefiting from their niche. But at the end of the day, FILA knows what’s in, and it’s the nineties. Today’s trends were popular 19 years ago and FILA and other throwback brands like Champion are simply riding the wave. It can be hard to explain why changes in taste affect a product’s demand, but it’s proven with the substantial increase in sales and relevancy of these bulky shoes that when tastes change in favor of a good, the demand for it increases, too.
So, even though the shoes are ugly, consumers can’t help but succumb to peer pressure and buy what's in. We are victim to wanting to fit in, and FILA knows it, too. From selling their shoes in Kohl’s, all the way to Bloomingdales, FILA is conscious and intentional in their strategy to “[make] the brand a fashion brand and [market] to a younger consumer, applying new techniques.” FILA has capitalized on taking casual culture into a fashion experience, targeting today’s youth as their key consumers. Though they are lowkey in their advertising (sans any major brand ambassadors), social media has been their method to display the bulky shoes to their targeted demographic of fashion conscious people who want to add the cool, sporty look to their lifestyle. As of right now, FILA has convinced us all that the hottest trend in footwear is the “ugly” shoe movement, and man are they doin’ a great job at finessing their way to the top with that logic.
Works Cited
Hershman, Brett. “How Changing Trends Resurrected FILA As A Fashion Brand.” Benzinga,
Benzinga, 27 Nov. 2017, www.benzinga.com/news/17/11/10813099/how-changing-trends-resurrected-fila-as-a-fashion-brand.
Shirtay. “How a '90s Nostalgia Trend Powered the Comeback of Two Century-Old Sports Brands.” CNBC, CNBC, 19 June 2019, www.cnbc.com/2019/06/19/how-a-90s-nostalgia-trend-powered-the-comeback-of-champion-and-fila.html.
Turner, David. “How Fila Snuck Back Into Favor.” The New Yorker, The New Yorker, 9 Oct. 2018, www.newyorker.com/culture/on-and-off-the-avenue/how-fila-snuck-back-into-favor.
Zigu. “Fila SWOT Analysis: Competitors & USP: BrandGuide.” MBA Skool-Study.Learn.Share., www.mbaskool.com/brandguide/lifestyle-and-retail/2833-fila.html.
I love the fact that you took a fun topic and made it into an educational blog. I personally do not like this shoe trend, but I think it looks great on others. I think that trend deserves to be back though, because it is pretty crazy. I definitely think that Fila is doing great currently since they are selling so much more and this trend is great for them. I also think that this demand will once again go down greatly after this trend is over. I think it will end quick because it is a very conversant trend. In the end, I think that Fila will lose its shoe demand and go back to normal sales.
ReplyDeleteI agree with this. Everyone wants to buy what's trending even if it is too expensive or even ugly. Then later, when it goes out of style you regret wasting your money on it.
ReplyDeleteI enjoyed reading the topic because personally I have never understood the reason for why these shoes were so popular. I don't think it is a huge fashion statement and I agree with your statement of saying that our generation is gullible and likes to keep up with the new trends. It's crazy to me that this company is making something so ugly and turning it into a huge profit.
ReplyDeleteIt makes so much sense that these chunky shoes got so popular due to social media and people wanting to fit in. Its crazy that how a company markets their products on social media impacts the selling of the product by so much. Pretty much everyone is on social media which is why them marketing it online helped them so much. I feel like I didn't even know these were a thing until people starting wearing them these past couple of months. I never really thought of FILA as a popular shoe brand, I always went straight to Nike or Adidas. Which makes it very surprising that the company has grown so much recently. I wonder if the chunky FILA phase will end fast like a lot of other styles or if it will continue to grow.
ReplyDeleteI really like how you took something so simple and relevant, yet related it to something that we can all make sense of. You are totally right! It's so crazy how companies can go from 0-100 in just a few years. Not too long ago, Champion clothing was relatively inexpensive in comparison to brands like Nike, but now their prices have risen so much! The newer retro fashion that people are into seems to be the main source for this change in popularity of companies. You are right that everyone wants name brands or whatever is in, even if in the past they've viewed it as "ugly". It's interesting to see how much social media and advertising can change opinions of something that was once never even thought of.
ReplyDeleteI think it's impressive to take an "ugly" shoe and point out the effectiveness of FILA advertisements and marketing strategies to the younger population that make this shoe brand so financially successful. Often times it's not about how the shoe looks but what the shoe trend is at a particular time that influences the want for a specific shoe. It's crazy to think that companies can make BILLIONS of dollars off of what many say is an ugly shoe. I've noticed this not only in the shoe industry but in the clothing industry as well. "High fashion" is typically clothes that the average person would never wear out in public, yet they sell for high prices. It would be interesting to follow brands like FILA and see if their market drops in future years when the style changes.
ReplyDeleteI know it takes a lot of time and money to produce a shoe and it to become popular. The way FILA advertisements and marketing strategies target the younger population make this shoe brand more successful than others because it makes teens think its the next big thing. This causes teens to hop right on to the trend, which causes FILA to take off. This company and it’s product is a great example of a demand curve change caused by a trend change.
ReplyDeleteI think their marketing strategies truly helped them get the bulky and ugly shoe to the top. The way that FILA has used advertisement strategies with technology and social media influences. By making them a "come back" style people have hopped on the trend and made FILA a top brand shoe.
ReplyDeleteI've never actually thought about this topic until now and its really interesting how regardless of how "ugly" a pair of shoes are, if celebrities / role models are wearing them, the public will follow. It makes you question who decides what is fashionably acceptable and what crosses the line.Within a company like FILA, who do you think is designing the shoes, people in their twenties or older generations?
ReplyDeleteI think their case is very interesting in the way of how they used their marketing strategies in such an effective way, as to make such an ugly shoe popular. What makes it even more intriguing is the fact that the company was in no way a high fashion brand, however they have made a name for themselves in the short span of 2 years because of this trend. I do believe that influences through social media that is "free advertisement" has helped their cause quite a bit.
ReplyDeleteI really enjoyed this article because I agree with everything you said. I never really understood why every got these shoes got popular so fast, it was very random. FILAS wernt even popular and I didn't even know these shoes existed until I saw people wearing them. Like you said, everyone wants to buy whatever is treading even if they think they are the most ugliest thing. And when a trend goes out of trend you just wasted your money on something you wont like nor wear. It would be interesting to see if FILAS sales drop over time.
ReplyDeleteI never considered how selling ugly shoes is an indication of successful marketing. It's crazy that FILA's profits have increased more than 200% in 2 years - especially since they are known to be 'ugly' shoes. By advertising it as throwback, the public seems to accept this ugly shoe as fashion and people continue to buy them. This is a very fun and interesting topic that shows how much celebrities/social media can impact fashion.
ReplyDeleteThis is a good example of how fast fashion and trends have been making an insane amount of money and pushing companies forward. I had no idea how much Fila benefited from the chunky shoe trend. When brands are smart with their products and able to hop on the trends, they profit a lot from it.
ReplyDeleteIts crazy how trends that happened over 20 years ago are coming back and so are the companies that boomes back then
ReplyDeleteWhen I saw the title of your blog post, I got very excited to read this article since I have always wondered why so many people buy these ugly shoes. I found it crazy that this company's profits have increased by over 200% in just two years, which can only be a result of a really knowledgeable and successful company. Marketing these shoes as "throwback" or "vintage" was a very smart idea, and clearly it paid off, because the style these days practically revolves around old style trends that are not vintage. It is extremely impressive that they were able to make ugly shoes into a popular trend, something that a lot of companies would not be able to do.
ReplyDeleteFirst of it was a great paper, and very interesting! I am curious on whether people think this is a good idea for companies marketing strategy. This is because fads are unpredictable, you never know when they are going to come or leave. For example, when is the last time you have seen silly bandz? In my opinion this marketing strategy is to risky, because inevitably the wind will shift, the bubble will burst, and the stock price will tumble harder than GE's after the recession. So while the market for a short period of time will be incredible, it is not worth it, for it is much to volatile.
ReplyDeleteI knew the rise in demand for chunky FILAs was increasing, but didn’t know it was that much. An increase of 205% is incredible! I’ve definitely noticed the trends of the 90’s coming back and it’s doing wonders for brands that were popular back then. This just goes to show that consumer trends are a huge determinant of demand. I’m wondering, what will happen to these brands when the trends inevitably change again? Will FILA ditch their chunky shoes for the next strange trend that comes along? Since their brand is so iconic for being chunky it seems unlikely they would rebrand if they fall out of style. Furthermore, FILAs incredible sales just go to show that social media has become a great marketing tool for every brand and if you want to be competitive in today’s market, you’ve got to get on social media.
ReplyDeleteI love how FILA was able to take a shoe that everyone just agreed was really ugly and make it sell like hotcakes. Their marketing towards the younger demographic somehow turned this foible into a fad. I have so many people on social media, from Instagram influencers to just other kids I know, wearing these bricks disguised as shoes. So many new ‘fashionable’ things are kinda just not pretty? It would be really interesting to see how those companies turn these ugly clothes into massive trends and what all goes into that.
ReplyDeleteThese shoes are gross, let me just say. But nowadays, even gross shoes are getting the hype - it isn’t about what your shoes look like, it’s just about people looking at your shoes. Kids simply care about having shoes that stand out and warrant attention, even if it’s negative attention at that. FILA, Kanye, and Balenciaga all know that, and know that people are willing to pay pretty prices just to walk around on an excessive amount of rubber. Very sad, and unfortunately very true. For FILA, however, it is the best possible scenario.
ReplyDeleteA few days ago, I mentioned to a dear old pal of mine that few people in Lake Country wear Filas, but many fellers that live in more urban centers (Milwaukee, Chicago, and maybe immediate suburbs) wear them. Instead, we wear vans. :D But yes, these shoes are gross, and I think it is fascinating that you chose to show not only the economic side of things, but the psychological side of things as well.
ReplyDelete11/1/19- Manal, I really enjoyed reading this well put together article. It’s interesting to read that companies are “bandwagoning” on trends, but didn’t we already know that? Nike and Adidas have been able to stay on top of the market because they stay on top of certain trends (Not necessarily this one but other trends). Honestly, I haven’t seen people were FILA’s in school at all, so you claim to say that “swagily adorned by every hype-beast kid in high schools everywhere” isn’t backed up by anything.
ReplyDeleteI was surprised that FILA’s sales grew from $821 million to $2.51 billion in two years. The shoes have seemed to become more popular as clothes generally considered “ugly” in the past have become trendy. I think this is due to teenagers following trends popularized by celebrities. For example, Billie Eilish wears traditionally “ugly” outfits: oversized clothes, mismatched prints, chunky sneakers. Now, this sort of style is becoming more mainstream. Teenagers want to look like their favorite singers, celebrities, or actors. Although Nike and Adidas have athlete endorsements, FILA seems to have more celebrities or models wearing their shoes. This makes teens want to wear them as well. All of these trends coming back from the 80s or 90s are good examples of how consumer tastes can make or break a business. Champion used to be sold in Walmart, but now a Champion hoodie from Urban Outfitters might cost over $50. And when trends go out of style, a business will lose its profits. Juicy Couture's revenue fell sharply after the early 2000s and caused the company to be sold.
ReplyDeleteEveryone knows I am into shoes and that I would buy any shoes that catch my eye. The fact that I did not here about this "Bandwagon" on trends amazes me. I have not been able to because Nike and Adidas have been able to stay on top regardless of the outcome of the new shoe release of another company. These shoes are bad, completely, but guess what? It doesn't matter because they effect the economy in a positive way. Positive vibes only. Am I right?
ReplyDeleteIt’s really interesting to think that FILA made such a huge increase in sales in the last 2 years that they are now one of the big companies in shoes. I have heard a general saying that the product you’re selling doesn’t matter but rather if you can find the right way to market that product then you can get people to buy it. I think that this really shows through with FILA and them selling these throwbacks shoes. They have made a pitch that people are interested in and want to buy these shoes. Marketing may be more important than the product being produced.
ReplyDeleteI personally really like the look of these shoes. It's sad to see that people do not appreciate the value of the designer and the art form that footwear can take. People think of shoes are just something you need or something to wear that feels good to wear, but when they can be used as a form of art. There are styles and brands that are very exclusive that drive a high price. This is just like famous art back in the day. There are ways for people to buy and appericate them without having to wear them. They are a collectors pice and apart of culuter and fashion.
ReplyDeleteFashion these past years has become crazy and these shoes I think are definitely a crazy trend. I have mixed feelings about these big shoes, but they still do look good on some people.
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