W: What updates or trends do you see impacting retail and e-commerce in 2019?

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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.


LV: I know it’s been said countless times, but I’ll say it again. Customers are looking list of austria consumer email for experiences in retail environments. They want to be surprised by a fun “Instamoment” to share with their friends or experience sensorially. We see more and more retailers organizing events, festivals and creating cultural moments in their spaces. One such example is @thedrop at Barneys that we participated in. We set up a bar and a pizzeria with an exclusive product that was a great success. As many retailers are closing stores in malls or consolidating their brand activation strategy, we need to find ways, both as a brand and as a partner, to create added value through the experience.