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The aim of the present report is to develop a “Case for Change Proposal” for FILA, which is considered an e-commerce retail brand by including its detailed background information. This report will include current technological opportunities, the development of clear digital strategies, collaborative tools, strategies for fostering a digital-ready culture, suggestions for three innovative technologies and more. In addition, the leadership style for this digital transformation within FILA will be recommended justifying with GROW model.
(Source: FILA, 2024a)
FILA is considered one of the most renowned and beloved sports brands throughout its history and continued its business growth across the world with the help of its proactive business strategies and excellent business operations (FILA, 2024). This has helped this sportswear brand ensure high business growth and achieve better corporate governance towards its long-term business goals.
Figure 1: Number of employees in FILA
(Source: Statista, 2024)
Based on the above-mentioned figure, it is seen that in 2022 total number of employees in FILA has decreased from the previous financial years which is considered the first time when the total number of employees has declined (Statista, 2024). According to Smith (2022), FILA has generated nearly £685 million for the third quarter of 2022 which has been measured as increasing from the previous financial years.
(Source: Statista, 2023)
Based on the above-mentioned figure, it is understood that FILA has provided a wide range of sports clothing, shoes and accessories and the leading product segment is sports accessories (Statista, 2023). In order to attract customers, FILA also provides attractive offers and discounts which has helped in generating high sales efficiently.
(Source: Kunst, 2023)
As per the view of Kunst (2023), it is seen that the brand awareness of FILA in the UK seems high which indicates that customers are very much aware of the brand where the brand buzz is 8% and brand popularity is 15%. FILA has provided sports clothes, shoes and accessories for all age groups.
FILA has operated in a wide range of global countries such as the USA, the UK, the European Union, the Middle East, Australia, New Zealand, China, Korea, Brazil, Philippines, Japan, Indonesia, Argentina, South Africa, India, Israel and more (FILA, 2024a).
As per the view of Jin and Shin (2020), it is seen that leveraging the potential and power of innovative technologies has helped customers by providing new and exciting ways to accelerate the business. In this regard, retailers have been found to be highly benefited by using potential technologies such as omnichannel and hybrid customer journey which has helped to track the customer behaviour and journey through their online sales. According to Sheehan (2024), it is also seen that retailers have also become concerned about using innovative personalisation tools
which have provided customers the personalisation and customisation opportunities that have helped in attracting and engaging the customers with the brand. For instance, Stitch Fix is one of the leading fashion retailers which has utilised online surveys and user algorithms leading to understanding the needs and preferences of customers efficiently (Marr, 2022). Moreover, retailers have become concerned about providing consistent, efficient and hassle-free customer service where metaverse, AR, VR technology and more are considered the most innovative and immersive digital technologies (Dheenadhayalan and Vijai, 2023). That is the way the retailers have embraced enthusiasm for connecting with customers efficiently. For instance, Burberry, Samsung, Tommy Hilfiger and more have utilised metaverse which has made it the most persistent platform for increasing customer engagement and competitive advantage (Marr, 2022). Development of clear digital objectives for FILA
Based on the above-mentioned analysis, major clear strategies for digital transformation have been developed which are the following:
According to Shan et al. (2020), the digital business agility model includes three stages such as hyper-awareness, informed decision-making and fast execution which have helped to enhance the business growth.
(Source: Developed based on Shan et al. 2020)
Stages | Description |
Hyperawareness | Hyperawareness is the organisational ability to detect and monitor the changes in the business environment efficiently (Udovita, 2020). In this regard, the company must utilise a huge amount of data for developing potential decisions, for instance, Nestle (Dam, 2021). |
Informed decision making | Informed decision-making is an exclusive organisational ability for making the best possible decisions regarding a situation where the company must develop decisions based on real-time data (Shan et al. 2020). |
Fast execution | Fast execution is the ability of an organisation to carry out the plan effectively and quickly which also includes continuous monitoring process and making progress against goals (Udovita, 2020). |
(Source: Self-developed)
According to Banker (2023), gamification retaliation is considered one of the innovative technologies which have helped retailers turn their stores into a competitive weapon and offer customers to purchase products through online stores. This has made the retail store more convenient and effective. That is the reason this has been recommended to FILA.
According to PwC (n.d.), using metaverse has provided an immersive shopping experience to the customers which has provided a 3D environment where buying the products is itself an exclusive experience for the customers. This seems a highly attractive marketing strategy and derives a way forward for delivering quality consumer experience, especially targeting Gen Z (CHA, 2022). Based on these impacts, FILA can use it for effective marketing and potential business growth.
According to Bulsara and Vaghela (2020), using blockchain technology has led to creating effective brand loyalty and customer service by delivering proper inventory management and using crypto as a payment method. This has helped to provide better customer identity management which has helped in resolving issues with customers and preventing counterfeit goods and frauds. That is the reason that FILA can use this technology.
According to Fasola and Abimbola (2023), having the best collaborative tools seems highly effective as this has helped to connect people, data and technology which has led to the implementation of seamless and robust integration features. In this regard, it is also understood that business organisations must focus on utilising cutting-edge technologies such as automation, generative AI and more which has led to supercharging the productivity and other capabilities of the entire team efficiently. FILA can utilise Slack, Zoom, Trello and more innovative collaborative tools which can help its further teamwork. As per the view of Moncrief et al. (2021), Slack is considered one of the leading collaborative tools which has supports
synchronous as well as asynchronous communication including potential features such as status updates, screen-sharing, video calls, click-and-drag file sharing, chats and more. By using this tool, leaders can create channels for specific projects, themes or other themes where the communication within the team can be organised (Montrief et al. 2021).
On the other hand, according to Wang et al. (2024), Trello is another significant collaborative tool which has helped employees in allowing for creating checklists and assigning comments for keeping the dialogues relevant in one place. This has helped in ensuring automated tasks and avoiding falls through the cracks. In this regard, it is also seen that Trello can integrate with Slack which has led employees to use Slack workspace and join Trello boards with one click efficiently (Fasola and Abimbola, 2023). Moreover, as per the view of Ssaku (2022), Zoom has been recognised as one of the leading collaborative tools and an exclusive go-to cloud-based video-conferencing platform. This innovative tool has helped in one-on-one conversations including town halls, webinars, conferences, meetings and more.
(Source: World Economic Forum, 2021)
This factor means putting the customer first which can help to ensure collaboration and communication within teamwork (World Economic Forum, 2021). In this regard, the company can hire skilled talent to enhance competitive advantage efficiently.
The World Economic Forum (2021) stated the significance of developing information by evaluating huge amounts of data which has helped to unlock new opportunities. This has led to the development of data-driven plans and optimisation for streamlining inventory management innovatively.
This factor means accelerating the data-driven response based on customers’ needs and demands (World Economic Forum, 2021). The main reason is to satisfy customers and increase their engagement and relationship with the brand efficiently.
This means using innovative technologies and imposing them in the DNA of the business including R&D to marketing (World Economic Forum, 2021). For instance, using metaverse, AI and more helps to enhance the customers’ shopping experience by delivering exclusive products efficiently.
As per the view of Gómez-Leal et al. (2022), it is understood that leaders must have the potential skills and traits such as emotional intelligence, critical thinking skills, collaborative approach and more. In this regard, the main concern is that leaders must listen to their employees to determine where they have faced issues and empower employees to explore creativity and innovativeness to achieve competitive advantage positively
(Source: Developed based on Hameed and Sharma, 2020)
According to Hameed and Sharma (2020), the VUCA model has demonstrated how to manage difficult situations and derive a critical approach for resolving challenging situations and identifying strategies for further growth. Through the lens of the VUCA model, it is seen that leaders must have in-depth insights about the trends of the market, designing significant strategies and more for implementing change management efficiently. This has led to the understanding that leaders must provide training and development to their employees to make them effective in the change management situation (Dhillon and Nguyen, 2021).
(Source: Pellitteri, 2021)
In this regard, according to Pellitteri (2021), it is understood that Daniel Goleman has demonstrated six exclusive leadership styles such as coaching, democratic, affiliative, processing, visionary and commanding. A visionary leadership style can be recommended to FILA for its further business growth. As per the view of Atthirawong et al. (2021), it is seen that
visionary leaders seem highly required as this type of leader has the ability to see the big picture and set a long-term growth strategy for the organisation. One of the main benefits of a visionary leadership style is to reach the vision and drive resonance by bringing all people together and making them work cooperatively guided by the defined set of goals and objectives (Khan et al. 2020). It is also seen that visionary leadership strategy is not all about the long-term but also demonstrates what to avoid which has led to delivering strategic vision for the short-term goals also. According to Pellitteri (2021), choosing the visionary leadership style has helped to expand the business, provide better service and create closer relationships between team members including customers and suppliers. That is the reason, leaders of FILA can choose a visionary leadership strategy for their digital transformation process and constant business growth efficiently.
According to Rahman (2023), the GROW model is considered one of the significant coaching and mentoring models which has included four executive factors such as “goal, reality, options and way forward”. This model seems highly effective as this has led to understanding to make appropriate strategies for managing the change and making progress.
Components | Description | Analysis |
Goal | Developing and setting goals (Rahman, 2023) | Through the visionary leadership approach, the chosen organisation must develop a long-term vision and goals for understanding how to implement this leadership style efficiently. |
Reality | Current issues or challenging situations (Grant, 2022) | In order to identify current challenges in the business landscape, the chosen organisation can perform an internal assessment and online survey to understand its critical situations or challenges which can help to improve further business growth. |
Options | Strengths and resources (Grant, 2022) | The company can work on strengths and skills of visionary leadership styles which has led to |
achieving exclusive solutions for making progress. In this regard, leaders must be focused on being fulfilled, self-motivated and productive along with a broader goal perspective with a visionary leadership approach. | ||
Way forward | Actions and accountability (Rahman, 2023) | In this regard, the company can provide training and development programs to employees as well as leaders where the organisation can evaluate and address traits of visionary leadership and how this leadership leads to the organisational culture where growth opportunities have been embraced. For instance, a visionary workplace environment can help people be accountable for all actions by aligning with the organisational goals or vision. |
Conclusion
(Source: Self-developed)
In conclusion, it can be stated that FILA must focus on analysing metaverse, blockchain technology, gamification retaliation and more which can help this sports brand to enhance its current business performance. All of these technological changes in the company must be done under the supervision of a Visionary leadership style as this can help them by guiding how to derive potentiality at full. Critical analysis of the current technological opportunities in the market segment has led to an understanding of what is the most trending and how other retailers have achieved competitive advantage efficiently. Moreover, FILA must use Trello, Slack, Zoom and more to ensure collaboration within the team and enhance performance efficiency.
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