SBD/8/Sponsorships Advertising Marketing

FILA ON THE NORTHWEST TRAIL TO SHED "FASHION BRAND" IMAGE

          Fila Holdings SpA "is consolidating much of its U.S.
     operation in Portland to cut costs and gain efficiency,"
     according to Jeff Manning of the Portland OREGONIAN.  Most of
     the company's footwear and apparel development will move to
     Fila's Portland, OR, office, which is expected to "swell"
     from 52 to more than 100 employees.  Manning added that the
     "chief mission of Fila's Portland office is to change the
     brand's image and shed the fashion brand stigma," a
     reputation Fila has "never been able to shake."  Fila CEO
     Enrico Frachey said that the company's office in Boulder, CO
     would be closed and that staffing in its MA and NY offices
     "would be significantly reduced."  Some displaced workers
     will be offered jobs in OR.  Manning added that Fila's $8.7M
     loss in 1Q '98 "surprised Wall Street," after "the consensus
     of analysts was that Fila would break even for the quarter." 
     Nobel Fulati of ABN AMRO in NY: "We were extremely
     disappointed.  We really don't see much hope for positive
     developments in the next two quarters" (OREGONIAN, 5/7).

Return to top

Related Topics:

Fila USA

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug