LEISURE
Lotto’s whole offer is so structured:
APPAREL
Product Productuniverses universes
Product Productdivisions divisions
Disciplines Disciplines
Lines Lines
LEISURE’S STRUCTURE SS 2010 A PPA REL
PERFO RM A N C E
TEA M W EA R
IN D IV ID U A L
LEISU R E
SEPA RA TES
LEISU R E
SEPA RA TES
UN D ERW EA R
T E N N IS
R U N N IN G
A C TIV E
IN SP IR ED
C A M P IO N I
LIF E STY LE
C A T E G O R IES
U N D E R W E A R B A S IC (m + w + b )
TO P (m + w + g )
M ID (m )
LO G O (m + b )
S O C C E R I N S P IR E D M I D (m + b )
IT A LIA N A (m )
C LA SSIC A (m + w + b )
T R A C K S U ITS (m + w + g )
G R A P H IC (m + b )
T R A IN I N G (m + w + b + g )
U PTO D A TE (m )
SETTA N TA 3 (m + w )
M O VE (w + g )
LIG H T T O PS (m + w + b + g )
IN S P IR E D (m + w )
G LA M (w )
C UP (m )
DRA W (m )
K N ITW EA R (m )
TB -EN TRY (m + w + b + g )
F U O R IC LA S SE (m )
STREE T (b )
H EA V Y TO PS (m + w )
BEA C H (m + b + w + g )
BO TTO M S (m + w + g )
U N IV E R S A L (m + w + b + g )
PRODUCT DIVISION: LEISURE DISCIPLINE: INSPIRED MAN
INSPIRED – SOCCER INSPIRED MID MAN Main features: this line that takes inspiration from soccer is a classic of Lotto’s traditional collections. Items are strongly defined by racing-like cuts that make every item unique. The peculiarity of this offer is the customization, realized by a mix of prints of the Italian Sport Design pay-off and by an embroidered logo (the same of the past season). Fit: shaped fit Fabrics: cottons and poly dobby 60 Target Consumer: young consumer who likes to wear sportive, comfortable and never common clothes Price Range: mid Markets: all markets served by Lotto (France is the main market)
INSPIRED – SOCCER INSPIRED MID MAN Lotto’s logo embroidered in the line’s colors that carries back the graphic of the past season FW09
The Italian Sport Design pay-off print is used as embellishment of the line
Mix of cottons an polyester inside this collection
Items with a stronger image have cuts that create colorful segments
Colors card
INSPIRED – UPTODATE MAN Main features: this collection takes inspiration from the Rap world. Its firmly aggressive look is obtained with all-over prints that mark each item. The lozenge and the claim Lotto Sport Italia become graphical elements matched with black or total white background. Silver print’s metallic effect underlines with much more force the strong look of the line. Main competitors: Nike (in relation to the street wear collection), Vans Fit: shaped fit Fabrics: cottons and poly dobby 60 Target Consumer: young consumer who likes to wear urban mood clothes Price Range: mid Markets: mature markets for Lotto’s distribution channels (France is the main market)
INSPIRED – UPTODATE MAN All-over print of lozenge and Lotto Sport Italia script
Metallic print of Sport Italia script
Printed lozenge with plaster effect
Colors card
Lotto
PRODUCT DIVISION: LEISURE DISCIPLINE: CAMPIONI MAN
CAMPIONI – ITALIANA MAN Main features: the Italiana line states with its name the willingness to put on evidence, more than all the others collections, Lotto’s Italian roots. The Italianity transpires from each detail of this collection that raises every item as an unique protagonist. Various Italian cities, that become theatres of fancy soccer and tennis competitions, are mentioned through graphics and facings. Fit: slim fit Fabrics: cottons Target Consumer: young, ironic consumer who searches original clothes that embodie the appeal of the beloved sport Price Range: mid Markets: mature leisure markets for Lotto’s distribution channels
CAMPIONI – ITALIANA MAN Internal tape carrying on sports’ symbols in the Italian flag’s colors
Symbols or crossreferences to Italian cities through prints or embroideries
Colors card
Printed scripts dedicated to soccer roles
Italian flag embroidery as particularity of this line
CAMPIONI – SETTANTA3 MAN Main features: a completely renewed line for philosophy and contents. The new Settanta3 ideally opens the closet of a sportsman of the ’70s and, in particular for this season, of an athlete. 1973 represents Lotto’s foundation year and this collection, presenting in every item the original embroidered logo, wants to remember it. Each item echoes back to the track and field and other most important sportive events of the ’70s. Fit: slim fit Fabrics: cotton fabrics treated in melange tones, polyester and mesh typical of the ’70s Target Consumer: young consumer who loves sport and who wants to wear original clothes, being careful to details even when wearing a simple t-shirt Price Range: mid - high Markets: mature leisure markets for Lotto’s distribution channels
CAMPIONI – SETTANTA3 MAN Rib crew-neck in contrast, typical of the ’70s
Embedded tape
Logo’s embroidery with a large cotton yarn
CAMPIONI – CUP MAN Main features: Lotto couldn’t exempt from celebrating the main soccer event: the soccer 2010 World Cup and realizes this by the Cup line. This collection is composed by two packets: the Teams packet is formed by 11 t-shirts dedicated to the most important national teams that will take part in the World Cup, plus one more as tribute to South Africa (the hosting nation) the Mundial packet offers 5 models developed in three colors each one dedicated respectively to the Brazilian, the Italian and the English national teams. Fit: shaped fit Fabrics: cottons Target Consumer: soccer supporters who are not satisfied by a banal choice to celebrate a sportive event, but also the non supporters who will be nevertheless able to wear this clothes in their spare time Price Range: mid - low Markets: all markets served by Lotto
CAMPIONI – CUP MAN Teams packet
Every t-shirt is differently reinterpreted with the colors and the symbols of the national teams
The shield with the Italian flag for the vintage polo dedicated to Italy
Graphic reproducin g the old leather soccer ball
Colors card
Mundial Packet
Packet composed by 5 items dedicated to the national teams of Italy, England and Brazil.
PRODUCT DIVISION: LEISURE DISCIPLINE: LIFESTYLE MAN
LIFESTYLE – CLASSICA MAN Main features: just like introduced by its name, the Classica line represents the more traditional offer inside the Lifestyle discipline. For the SS10 season, the collection is linked to the sea. The blue navy and the off-white colors, either in plain color or two-colored, overlook the line. The polo represents the diamond point of this collection. An extreme cure is dedicated to details and finishing, like embedded patches and in tie fabrics inserts, that give to clothes an unquestioned elegance. Fit: shaped fit Fabrics: treated cottons, piquet and twill Target Consumer: consumer who wants to wear simply and elegantly during his own leisure time Price Range: mid- high Markets: in growth markets for Lotto leisure distribution channels
LIFESTYLE – CLASSICA MAN Internal clothed label
Applied shield with an evident seafaring inspiration
In tie fabric details remark the classical and elegant look
Colors card
LIFESTYLE – DRAW MAN Main features: the Draw line embodies the street style. The graffiti covering the subways’ walls are depicted here in strong and steady looking items. The traditional institutional pay-off has been changed in Lotto Street Design and put into the multicolor graphic. Main competitors: Echo (in growth brand in France)
Lotto Sport Street embroidered in red lurex yarn in every line’s item
Fit: shaped fit Fabrics: cottons and polyester Target Consumer: young consumer who likes the street style Price Range: mid Markets: the main market for this collection is France
Colors card
Multicolor print in pure street style that revisits the institutional lozenge and pay-off
LIFESTYLE – BEACH MAN American beach theme
Fit: Target consumer:
slim young
Surfing theme
shaped all consumers who like the traditional beach style
Hibiscus theme
shaped all consumers who like a casual style
Main features: representing a must of the summer season, the Beach Man line has been divided into three themes and is made by t-shirts that aim to satisfy any kind of consumer. A wide offer of shorts and bermuda complete this easy to wear line . Price range: inside each theme has been studied a proposal able to cover a price range from low to high Markets: every market served by Lotto (especially the Mediterranean area) Cartella color
PRODUCT DIVISION: LEISURE DISCIPLINE: CAMPIONI WOMAN
CAMPIONI – SETTANTA3 WOMAN
Main features: this line represents the feminine version of Settanta3 Man collection Fit: slim fit Fabrics: cottons treated with melange tones, polyester and mesh typical of the ’70s Target Consumer: young consumer who loves sports and who wants an original wearing, being careful to details even if wearing a simple t-shirt Price Range: mid - high Markets: mature markets for Lotto’s distribution channels in the woman’s leisure segment
CAMPIONI – SETTANTA3 WOMAN
Embedded Satin tape, another highly used fabric in the ’70s
Double jacket realized in mesh, typical fabric of the ’70s
Embedded satin script Embroidered Lotto font and logo
Embroidery of Lotto’s original logo of the ’70s, just like the Man’s line
PRODUCT DIVISION: LEISURE DISCIPLINE: LIFESTYLE WOMAN
LIFESTYLE – CLASSICA WOMAN Main features: also the Classica Woman line represents the elegance and the style in the Lifestyle discipline. The seafaring theme doesn’t follow latest fashion trends but retrieves a timeless concept style. Classical color (white, blue and red for woman) and fabrics melt together to create a mix of class and fashion at the same time. Like for Man’s line, also in the Woman’s collection polo represents the excellence sign. Fit: shaped fit Fabrics: modal, chenille and a new rayon piquet with lowtransparence effects Target Consumer: consumer who desires to wear simply and elegantly her own leisure time Price Range: mid - high Markets: in growth markets for Lotto leisure distribution channels
LIFESTYLE – CLASSICA WOMAN Internal clothed label Lurex yarn shield is seafaring inspired
Jewel buttons make line’s items even more elegant
A little metallic ring, tied with a little flock enriches every line’s item Colors card
LIFESTYLE – MOVE WOMAN Main features: dedicated to the world of hip hop and adapted to leisure time, the new Move line presents soft and comfortable items, always coming with a touch of glamour. Wide pants, t-shirts with hems, extremely soft sweats are available in the classic white and black colors, but also in a coral tone (rose), particularly fashionable. Fit: shaped fit (soft fitting) Fabrics: jersey, chenille and washed popeline Target Consumer: consumer who keeps a sportive soul also in leisure time Price Range: mid Markets: every market served by Lotto for Woman’s gender
LIFESTYLE – MOVE WOMAN Mesh inside for this extremely fashionable gilet Soft forms and fabrics like this t-shirt’s modal
A lengthened lozenge embroidered in each item
Metallic, circular drawer
Colors card
LIFESTYLE – BEACH WOMAN
Sienna theme
Fit Target consumer
Nicole theme
slim
shaped
All young and ironic women
All women who like a glamorous wearing also on the beach
Rebecca theme
shaped All women who like a fancy wearing also on the beach
Main features: also for Woman, the Beach line has been divided in three themes differently composed in order to satisfy every woman who aim at a dressy look also on the beach Price range: inside each packet has been studied a proposal able to cover a price range from low to high Markets: every market served by Lotto (especially the Mediterranean area) Colors card
JUNIOR APPAREL
INSPIRED – SOCCER INSPIRED MID BOY Main features: the soccer inspired cuts are the distinctive elements of Boy’s Soccer Inspired. The news of the SS10 season is the presence, other than Lotto script and lozenge, of a printed shield that will make boys feel like a little champion.
The shield’s print that carries on the colors of the Italian flag is one of the distinctive signs of this line
Fit: junior fit Fabrics: cottons, polyester and poly dobby 60. Price Range: mid Markets: all the markets where Lotto is present in Junior’s distribution channels.
Colors card
The printed lozenge carrying back in its inside part the colors of the Italian flag is another personalization element of this line
LIFESTYLE – CLASSICA BOY Main features: like for man, the elegance of cuts and colors well distinguish this boy’s line. Imagined for little tennis players who play along with dads at the tennis club, this line’s distinctive elements are the printed line and its graphics where the laurel color is overlooking.
Polo’s collar in cotton popeline
Line’s pattern is carried back and Fabrics: cottons characterizes also Boy’s Price Range: high Classica line Markets: all the markets where Lotto is present in Junior’s distribution channels. Fit: junior fit
Cartella colori
The applied shield represents the lozenge and is surrounded by the typical golden laurel Graphic with an elegant character that calls immediately to mind the English tennis clubs
LIFESTYLE – STREET BOY Main features: an innovative collection in Boy’s lines offer. Boys will enjoy the smart spirit, while the handiness of the line and the fabrics have been studied for young mothers. The inspiration of this collection is the street style… the metropolis’ urban setting with its colors is reinterpreted for Boy’s world. Each article of Street line offers a water print always different, played with various colors. Fit: junior fit Fabrics: jersey, fleece and popeline Price Range: mid -high Markets: the image of this line is more suitable for more mature markets in Lotto’s distribution channels Colors card
The forceful prints give a unique look to all the styles of this line full of energy
LIFESTYLE – BEACH BOY Main features: sun, sand, sea…… how do you avoid to desire holidays? That’s what boys will think wearing these articles. Sunny colors, impacting graphics, light fabrics define this line studied for a dynamic boy who loves to feel free. Each item presents a different graphic telling a self-standing history studied ad hoc. Fit: junior fit
Lotto script graphic printed over the lines that present again line’s colors card
Fabrics: cottons Price Range: mid Markets: all the markets where Lotto is present in Junior’s distribution channels.
Colors card
LIFESTYLE – MOVE GIRL Main features: dance is a game, dance is the freedom of movement at music’s rhythm, like the girls’ fantasy. The Move line offers soft and comfortable items, a color explosion suitable for little, fashion trendy ladies, as for nowadays girls who dream to dance on the stage-set.
“à pois” print with a metallic, multicolor effect
Fit: junior fit Fabric: cottons Price Range: mid - high Markets: all the markets where Lotto is present in Junior’s distribution channels.
Colors card
The t-shirt doubled with a tank that better interprets the mood of this collection
The lozenge with a lengthened form, embroidered identically on each line’s clothe.
LIFESTYLE – BEACH GIRL Main features: a tropical oasis is the inspiration of this new Beach line for Girls, made by few, but key items. Big colored prints are the “leit motiv” of this line, created for girls who love to play on the beach in complete freedom!
Internal label with a customized transfer print
Fit: junior fit Fabrics: cottons with a sponged articles proposal Price Range: mid Markets: all the markets where Lotto is present in Junior’s distribution channels.
Colors card
Multicolor print with a floral pattern typical of summer with the cursive Lotto script embedded on the graphic