Fila brand profile UK 2024

How high is the brand awareness of Fila in the UK?
When it comes to sportswear users, brand awareness of Fila is at 91% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Fila in the UK?
In total, 24% of UK sportswear users say they like Fila. However, in actuality, among the 91% of UK respondents who know Fila, 26% of people like the brand.

What is the usage share of Fila in the UK?
All in all, 16% of sportswear users in the UK use Fila. That means, of the 91% who know the brand, 18% use them.

How loyal are the owners of Fila?
Around 10% of sportswear users in the UK say they are likely to use Fila again. Set in relation to the 16% usage share of the brand, this means that 62% of their owners show loyalty to the brand.

What's the buzz around Fila in the UK?
In 2024, about 11% of UK sportswear users had heard about Fila in the media, on social media, or in advertising over the past three months. Of the 91% who know the brand, that's 12%, meaning at the time of the survey there's little buzz around Fila in the UK.

If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

Fila brand awareness, usage, popularity, loyalty, and buzz among sportswear owners in the UK in 2024

Characteristic	Share of respondents
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Number of respondents

1,107 respondents

Age group

18-64 years

Special properties

respondents who own sportswear

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to sportswear, which of the following brands do you like?
Brand usage: When it comes to sportswear, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to sportswear, which of the following brands are you likely to purchase again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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