Thursday, 3 January 2008

News From Fila

Fila Launches first Shop in Shop concept in Microzine

Fila UK, the iconic Italian sportswear brand, are launching their first shop- in- shop concept exclusively with Microzine at their Liverpool site. As one of the most unique lifestyle stores specifically for men, Microzine will be housing bespoke classic 1970s Wimbledon style tennis lockers and benches which will display both the Fila Vintage White Line apparel, footwear and selected Fila Gold seasonal collections. Bringing iconic Fila pieces to the heart of Liverpool, the space will allow customers to see the best of Fila including limited edition styles such as the Matchday in black & gardenia.

The Fila shop-in-shop is a first for Microzine and the partnership has been agreed for one year rolling out to Microzine’s London store during 2008; and with a view to continue into 2009. Chris Lee, founder of Microzine comments “Our retail concept has always been about introducing to the public anything that is new and different and we think the success of Fila as a fashion brand has great synergy with this. We have worked closely with Fila and their designers to create some exclusive pieces and really bring the brand to life creatively in store.”

Marc Travis, Marketing Manager at Fila UK says, “The shop-in-shop concept is a direct way of communicating with our key customer base through an already successful retail shop and we are looking forward to working closing with Microzine to create, exclusive exciting pieces.”

The shop-in-shop will not only support wholesale business but also reflect Fila’s classic heritage and successful casuals aesthetic.

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