Sportswear brand Fila has introduced online shopping to it website (, which launched this year. The company hopes the initiative will succeed thanks to the thousands of people that visit the site every day, and the growing trend in online buying.

“The online store gives consumers a similar experience to the Fila-owned store,” says Rob McClellan, general manager of Fila Online. “The benefit to our audience is the ability to view the brand in an uncluttered environment. Without the background noise of competing interests, our positioning as an authentic Italian luxury and performance brand is clear.”
< allows consumers to view the entire product line at a single destination, which McClellan notes also has significant impact on increasing sales for the company’s retail partners: “Despite the all-time high we’ve witnessed in Internet usage, the more significant trend for us is the fact that well over half of all shoppers now research purchases online before buying at traditional retail.”

In addition to a rich online presentation of apparel, footwear and accessories, Fila has added an advanced store locator and consumers can also text chat live with a Fila personal assistant or filter their lists of products for more personalized browsing. All of the features added to the site support what McClellan hopes is increased brand awareness; key to its online marketing.