FILA Sneakers 'Echappe V2'
Key Women's Sizes Sell Out Online
Footwear-Driven Success Leads to Surge in Last Year's Operating Profit
FILA announced on the 28th that its sneakers ‘Echappe V2’ sold out on the official FILA Korea online store within 10 minutes of launch day.
The Echappe V2 is a new version of FILA’s signature sneaker Echappe, which caused a sold-out frenzy after its first release last year. Even before the official launch, the Echappe V2 attracted attention from sneaker enthusiasts, and on the 27th, key women’s sizes sold out within 10 minutes on the official FILA Korea online store. The product is scheduled for a re-release on March 6.
The newly introduced Echappe V2 retains the features of the previous model while adding trendy elements. It maintains Echappe’s sleek silhouette but features an asymmetrical shoelace design. The design reflects the rising trends of sporty and athleisure moods this year, following last year’s balletcore and gopcore trends.
FILA recently re-launched the ‘Echappe Silvermoon,’ which was popular and sold out last year. In March, FILA plans to strengthen the Echappe line further by introducing the ‘Echappe Collection,’ consisting of four products: Echappe Silvermoon, Echappe V2, Echappe Velcro, and Echappe Mary Jane, showcasing Mary Jane styles aimed at summer.
Thanks to the popularity of Echappe, FILA Korea recorded sales of 366.8 billion KRW and an operating profit of 67.5 billion KRW last year. Sales were similar to the previous year, while operating profit surged by 45%. A FILA representative stated, "Despite the challenging domestic consumer market, this is due to the success of core footwear products and the expansion of brand power."
Echappe plans to expand FILA’s brand power by actively exporting not only domestically but also to Asia and other regions.
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