The popularity of the outdoor clothing market remains high, and product performance has always been the focus of brand competition.
However, when outdoor clothing is no longer exclusive to hardcore players, how can the real needs of a wider range of consumers be seen and accurately responded to? How can a brand achieve the principle of ‘lifting heavy objects with ease’?
Ryan Jordan, the founder of the Ultralight Hiking concept and a veteran outdoor player from the United States, once said that the “lightness” of light outdoor activities is not only about reducing the burden of luggage, but also about subtracting the spirit and bringing outdoor experiences back to life itself.
The outdoor concept is rapidly becoming popular, but in the minds of most consumers, “outdoor” is more of a lifestyle concept that is being pursued rather than challenging the limits.
Being the first to realize that consumers are a three-dimensional brand of “people”, by transcending the tool attributes of products and truly paying attention to the psychological demands of the public’s “outdoor newcomers”, perhaps we can find a new breakthrough in the highly homogenized sports outdoor market.
Recently, FILA has held two star studded micro variety shows and live streaming events to promote the “breathing shell” assault suit made of its self-developed OPTIMA-SHELL technology film fabric.
And in this year’s Tmall Super Brand Day event, FILA specially planned the dissemination theme of “Nature Relieves Boredom”, setting up an “arbitrary door” between urban life and light outdoor experiences in the mountains.
FILA provides a unique case for both product strategy and the emotional value of marketing narrative.
This article from “Gorgeous Chronicles” will dissect the release action and product highlights of the FILA “breathing shell” submachine jacket, and interpret the new perspective it brings to the sports outdoor market.
Seeing the real outdoor needs of ordinary people
A micro variety show called “Relieve Mountain Paradise” has recently been launched, inviting many celebrity guests such as Sun Yi, Wang Tianchen, Cao Enqi, Liu Runnan, Zhao Xiaohui, Mao Dong, etc. to shoot together.
The guests followed FILA to press the pause button for their busy daily lives, stepping into the mountains and experiencing the healing power of nature.
With the guidance of the program team, the group unlocked outdoor activities such as hiking, singing bowls, camping, and picnicking along the way. Along the verdant meadow, yaks walk leisurely in pairs, with a deep blue sky above their heads and white clouds like fluff, as if time has slowed down here.
This is a visual interpretation of the theme of FILA’s Tmall Super Brand Day event this year, “Naturally Relieve the Bore”, tailored around the wearing scene of its new “breathing shell” assault suit.
The narrative style of micro variety shows not only reduces users’ psychological defense against “advertising”, but also triggers their recognition of brand value through emotional resonance.
A commercial short film shot by FILA fashion spokesperson Huang Jingyu vividly illustrates the psychological dilemma of urbanites: in the hot and stuffy cubicles, there are long queues of to-do items in front of the computer screen, making people urgently want to escape the steel jungle of the city and take a breath outdoors.
Many people buy assault jackets not for the purpose of “climbing Mount Everest”, but simply to wear them on weekends for a “camping style” coffee. What is needed at this moment is not serious and complex outdoor equipment, but a sense of security that can be set off at any time, connecting workstations, streets, and the outskirts of the city.
The FILA “breathing shell” assault suit subverts people’s traditional impression of assault suits. It does not have a waterproof protective layer, but uses soft fabric with comfort as its selling point. It is suitable for daily indoor wear and can also cope with wind and rain environments in non extreme weather conditions. It is silky and accompanies urbanites to switch from work scenes to outdoor mountains with just one click.
On the second day of the launch of the micro variety show, FILA teamed up with Huang Jingyu to hold a live broadcast event on the same theme. On the occasion of the seventh anniversary of their cooperation with this spokesperson, they proudly released the jointly designed “Soothing Whale Breathing Shell” submachine jacket.
The co branded style presents more ingenious designs in color and pattern, with a specially designed camouflage pixel style “whale” logo, echoing Huang Jingyu’s nickname; The limited “light mountain green” color scheme is gentle and fresh.
The limited edition “Soothing Whale Breathing Shell” submachine jacket was sold out in seconds during the Tmall Super Product Day launch event.
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