W: Fila still uses traditional advertising, including billboards. What value does it have for your customers and what new formats are you including in your strategies instead?
LV: As a wholesale brand, we still use B2B-facing media because we want to show ourselves as the best not only to our customers, but also to our retailers. They are one of the biggest drivers for our growth.
Over the past couple of years, our out-of-home media strategy has become more list of austria consumer email consumer-oriented. We almost always do specific and geo-localized media buys for all our ooh media campaigns.
This trend is seen in the strategies of many B2C e-commerce brands that are expanding into traditional media to balance their social media ad spend. Social media advertising is not as wild as it used to be because it is much cheaper than the alternatives.
W: What other challenges have you faced in digitizing your brand?