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 Industry: Apparel & Accessories, Shoes, Sports & Outdoors Solution: Dynamic Imaging, eCatalogs 
Challenges:
Fila was conceived in 1911 in Biella, in the shadows of the Italian Alps. It was born of a textile DNA that was luxuriously and vibrantly textured. Fila made a dramatic debut as an elite performance brand in 1973, coyly introducing cotton rib to tennis while courting the nobility of Bjorn Borg. Additionally credited with imbuing color into on-court apparel, the brand solidified its authenticity by launching the first velour warm-up on the globe. Fila offers its distinctive luxury goods in eight categories, ranging from performance collections to streetwear. The Fila brand is targeted at an upscale 30-50 year old demographic for whom sport is an identity more than an activity. The Filativa line is the inspired collection for the younger and active, couture savvy consumer. Best Practices:
Fila is utilizing Scene7’s Dynamic Imaging solution to provide enhanced product imagery for Filativa, its newly launched category extension targeted at active, style-driven consumers. Filativa.com is a primary marketing and sales channel for Filativa products. It utilizes Scene7 On-Demand, Scene7’s hosted rich media platform to provide dynamic zoom and pan, color change and 360 spin – all from within a single, embedded viewer in the product page - greatly enhancing the customer experience and providing the visual information to help drive a purchase decision. Fila’s internal production team was able to generate and deliver website imagery from Scene7’s On-Demand network simply and cost-effectively. Scene7 generates unlimited derivatives from single master images, enabling Fila to instantly add interactive features that enhance the customer experience and drive online revenues. “The Filativa consumer is Internet savvy. We wanted to provide them with a visually compelling, immersive online shopping experience,” said Rob McClellan, General Manager of Fila Online, Inc. “Scene7 was critical to the launch of this inspiring new category. We wanted to come out of the gate with a website that enables our customers to interact with our products – to view them from all angles, in every color and up close - creating that personal connection that builds interest, loyalty and ultimately drives sales.” Results: Scene7’s Dynamic Imaging solution is driving online revenues for filativa.com while streamlining its overall image production process and reducing associated time and costs. “Scene7’s On-Demand network provided us with a comprehensive yet easy-to-use rich media toolset,” said McClellan. “As we were building the Filativa site, we focused on determining the most efficient way to present our products. Scene7 helped us make all this great interactivity available to the customer from a single viewer embedded in the product page - which we believe is closest to an in-store shopping experience. We’re looking at implementing Scene7’s rich media beyond our direct to consumer business and in our traditional sales channel for our retail partners.” To Clients Overview  |
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