Fila’s newest brand category launches website with Scene7 Zoom, Color swatching and 360 Spin
Novato, CA - August 24, 2005 - Scene7®, the market leader in automated rich media solutions for the web, email and print, today announced that global luxury apparel and footwear brand Fila is utilizing Scene7 On-Demand (S7OD), Scene7’s hosted “self-serve” rich media platform to enhance the presentation of product imagery on its newly launched filativa.com website. Filativa is Fila’s newest category extension targeted at active, style-driven consumers.
“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.”
Filativa.com is a primary marketing and sales channel for Filativa products. It utilizes Scene7’s 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 contribute to online revenue growth while also 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.”
Scene7 On-Demand Network is a scalable, reliable, globally load-balanced, hosting and caching environment located through state-of-the-art IBM data centers, which provides companies with a flexible, self service environment for the creation and deployment of rich media. All Scene7 On-Demand content is delivered as a world-class managed service where Scene7 scales all the necessary hardware, infrastructure, software and personnel – while also providing an ongoing stream of upgrades, currently happening on average every 8 - 12 weeks. Scene7 On-Demand enables key business solutions including Dynamic Imaging (dynamic zoom, sizing, art, color swatching, spin, templates), eCatalogs, Product Configurators, Targeted email and print, and Dynamic Asset Management.
"We are proud to enable Fila to deliver an innovative visual, online experience for its newest brand," said Doug Mack, CEO of Scene7. “As a global leader in the sporting apparel industry, Fila is providing a great example of the next generation of e-commerce. We look forward to working together on new rich media applications that will uniquely showcase the Fila brand.”
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. The brothers Fila borrowed an aesthetic cue from Europe, then relied as much on sheer design instinct: the brand evolved as a sophisticated product of its Italian upbringing, a tapestry both ruggedly and leisurely refined. 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. Over the years the brand has drawn attention from the likes of Reinhold Messner, Alberto Tomba, and Kim Clijsters. 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. To learn more about each brand, visit www.fila.com and www.filativa.com, or call 800.845.FILA (3452).
Scene7 – the market leader in automated rich media solutions for the web, email and print – enables companies to grow revenues, enhance customer experience and cut production costs. Scene7`s solutions are built on an integrated technology platform – for unrivaled breath, depth, scalability and ease of use. Solutions include Targeted email & print, Dynamic Imaging, eCatalogs, Product Configurators and Dynamic Asset Management. Available both as software and On-Demand, leading companies have selected Scene7, including Amazon, Macy`s, Office Depot, Levi Strauss & Co., La-Z-Boy and QVC - and partners IBM, Microsoft, Akamai and Macromedia. Visit www.scene7.com.
©2005 Scene7, Inc. Scene7 is a registered trademark of Scene7, Inc. All other company, product or service names mentioned herein are trademarks or registered trademarks of their respective owners.
Director of Marketing & Corporate Communication