Brand audit for FILA

The Fila Brothers opened their first shop in Biella, Italy in 1911 (Fila, 2013). The brand has gained ever increasing identity since that time. The brand includes shoes, clothing and other accessory. The company is recognized worldwide, with their head quarters in Seoul, South Korea (Fila, 2013). Fila is easily recognizable by the logo and has changed over the years with their consumer base.