PERFORMANCE
FOCUS SS10 PRO PLAYERS Product Improvements compared with SS09 collection Innovation in Design and technology Brand New Woman Top Line: Elegance Technology
David Ferrer
PLAYERs & TEAMs SS10
SPAIN Robin Soderling SWEDEN
Simone Bolelli ITALY
Serbian Devis Cup & Fed Cup Team (Ivanovic & Djokovic)
Product Improvements •
Different logos’ application methods in order to avoid taking off problems
•
Better fit in woman tennis collection (“less extreme” compared with the previous one).
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Shaped fit for the new Promo T-Shirt.
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Review of the pocket positions on short, in order to avoid balls taking off problems
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New microfiber in the top lines, which avoid transparence effects
Lotto ‌ The focus on product Lotto’s point of difference is the product itself! Technologies studied togheter with the ATP and WTA pro players:
TECHNOLOGY – Nano Dry Tech Innovative fabric realized through the Nano-technology science, applied to the performance apparel.
Increases the fabric’s absorption rate of perspiration compared to traditional fibres, providing the athlete with a constant body temperature Lotto Nano Dry Tech dries 20% faster than traditional polyester materials
TECHNOLOGY – Ultra Comfort
An innovative concept of coordinating garments in which the collection development process keeps the player’s needs in always mind (C2P) Ergonomic cut and construction, superior quality hi-tech, stretch fabrics that are ultra soft to allow the player to give his or her best performance, without constraints or impediments of any kind.
TENNIS MAN SS10 STRUCTURE PRICE
€
Performance
TOP
Performance (sportstyle opp.)
GRAPHIC
Sportstyle & performance
INSPIRED
Performance
TEAM BUSINESS
Performance
UNIVERSAL
Tennis Man Top SS10 – EPIC Line •
Strong image: through colour combinations, details and constructions (Icon Item)
•
Two different polo styles: one with an agressive and strong looking, the second one with a more classical design (two different consumer kinds).
•
Link with the new top shoes colour combinations
•
Endorsement during the most important ATP tournaments in 2010 circuit. • Australian Open • Roland Garros
Man Graphic SS10 – Fluid Line •
Young and fresh looking: through colour combinations and prints.
•
Double selling opportunities: performance and leisure.
•
Endorsement during one ATP Tournament. • Miami Master Series
•
Jr availability in a selection of models and colour combos
New Lotto logo for the Graphic line
Man Inspired SS10 – Prestige Line •
The line is made through two different concepts: Performance and LEISURE.
•
WIMBLEDON Ispiration, classical and elegant looking with a lot of rich details
•
Details which underline the Italian heritage of the Lotto brand
•
Higher price positioning compared with the previous season.
•
Endorsement during the ATP tournament in Wimbledon
Man TB SS10 – Attack Line •
Entry Price line;
•
Colour combinatios matchable with the Entry price woman line;
•
FIT: Shaped
•
JR Availability, starting from XXS size for Children Tennis School
Man UNI SS10 – Univarsal Line •
New offer in the basic need line • POLO SQUARE • T-SHIRT SQUARE
•
Colour combinatios matchable with all the model in the tennis collection;
•
Shaped fitting
•
JR Availability,
Tennis Woman: Elegance Technology!
SS10 – Woman Collection Structure PRICE € Performance
Sportstyle & Performance
TOP
INSPRED / MID
Performance
TB
Performance
UNIVERSAL W
Tennis Woman Top – Elegy Line •
Top woman tennis line with a elegant and feminine looking
•
Revised FIT: Shaped Fit but not as “extreme” as the previous season
•
Endorsement during the WTA Tournaments • Australian Open • Wimbleon
•
Total WHITE colour combination
•
Girl size availability
Woman Inspired SS10 – Jewel Line •
Both performance and Leisure selling opportunity (two different selling pack).
•
Details which underline the Italian heritage of the Lotto brand
•
Endorsement during the WTA Tournaments • Roland Garros.
Woman TB SS10 – Rising Line •
Enry price line in the woman tennis collection
•
Colour combinations linked with the man attack line (TB Attack) in order to create a complete offer to the tennis clubs
•
Girl availability in a selection of models and colours
•
Endorsement during the WTA Tournaments • Miami
Accessories – Bags, Caps and Wband
Running Man SS10 – Rush line
•Items designed in order to reduce friction •Reflex finishing for logos and graphics •Mesh insertions for traspiration •Bottoms carry over from FW09
Active
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: INDIVIDUAL DISCIPLINE: ACTIVE
ACTIVE – FUORICLASSE MAN Main features: Fuoriclasse line is the Active’s discipline top-class. The collection is composed by few items with an essential look and fluo and reflector details to remark the aggressive aspect. This line has been developed with a “multisport” concept, actually well diffused in the sports market. Direct competitors: Nike, Adidas Fit: slim fit Fabrics: technical transpiring polyester and poly dobby 60 Target Consumer: this collection is targeted to a young consumer looking for technical clothing for sports practice, being also in line with fashion tendencies. Price range: mid – high Markets: line’s image oriented to the most mature markets for Lotto distribution channels.
ACTIVE – FUORICLASSE MAN A rubber transparent relief print enriches all items of this line
Lotto script realized with a silver reflecting print
Mesh inserts
A silver reflecting print “Lotto Fast Dry” underlines the transpiring features
Colors card
Fluo details following the latest fashion tendencies
ACTIVE – LOGO MAN Main features: Logo is a basic line studied for no agonistic sports practice. The logo is the main theme of this line, the graphic code running into clothes with force and simplicity. The applied font is Lotto’s institutional one and is treated season by season with new print techniques. The items have simple cuts, characterized by classical sportive colors drew up also with some fashion tones. Direct competitors: Champion, Nike, Adidas, Puma Fit: shaped fit Fabrics: cottons and microfiber Target Consumer: this collection is oriented to consumers searching for a no technical clothing either for sports practice or for leisure. Price Range: low Markets: all markets served by Lotto
ACTIVE – LOGO MAN Small logo version Pay-off Italian Sport Design as cloth's enrichment Metallic print for the silver version
Shiny print on the upper part and opaque on the lower in order to recreate a twodimensional effect
In contrast seams with the same color of print’s upper part
Lotto script has the institutional font, the pay-off has the same cursive font of the FW09 collection Colors card
ACTIVE – TRAINING MAN Main Features: the Training line, like the Logo line, represents the basic part of the assortment and is developed for a non agonistic sports practice. The main difference compared with Logo line is the type of personalization: in the Training line we have only the embroidered lozenge. The innovation introduced in the SS10 is the presence, in some items, of the lozenge embroidered either tone on tone or in contrast. All clothes have basic shapes, enriched with an attention for details. Colors card is sportive with some stylish touches. Direct competitors: Champion, Nike, Adidas Fit: shaped fit Fabrics: cottons, polyester 50 and microfiber Target Consumer: the collection is targeted to consumers searching for a no technical clothing either for sports practice or leisure different from the basic offer generally present in this market segment Price Range: low Markets: all markets served by Lotto
ACTIVE – TRAINING MAN Neck tape enriched with a little print of the Italian flag in order to underline the Italian roots of Lotto
Cotton piquet details inserts smarten up the collection, recreating a game of fabrics
Internal label with silver print transfer
New embroidered lozenge that retrieves its dynamic form from the footwear
In contrast lozenge treatment
Classical colors card with some new full colors (sunny yellow, cobalt azure, avocado)
ACTIVE – GLAM WOMAN Main features: this collection has been completely renewed compared with the previous seasons. The new Glam is a a line of products studied for fitness, made up by few basic items and by more sophisticated items that combine performance and fashion design. On the collection shapes we can find a particular attention to the technical aspect, but also to fabrics and fittings of the items that are perfect for gym. Direct competitors: Nike, Freddy (technical line), Adidas Fit: slim fit Fabrics: technical polyesters and stretch cottons Target Consumer: this collection is targeted to young women who search a technical clothing for sports practice in order to remark, however, their womanhood Price Range: mid - high Markets: line’s image oriented to the most mature markets for Lotto distribution channels
ACTIVE – GLAM Doubled items with a shiny fabric that puts on evidence the feminine design
Clothes customized with a metallic label
Colors card
Customized elastic band
ACTIVE – TRAINING WOMAN Main features: just like for man, the Training Woman is the more basic line of the assortment. The items are linear, in plain color, oriented either at no agonistic sports practice or leisure time. Lotto script is embroidered on all items not with the institutional font, but with a cursive font that suits better a feminine consumer base. Colors card is a mix between typically sportive colors and some stylish tones. Direct competitors: Champion, Nike, Adidas Fit: shaped fit Fabrics: cottons, polyester 50 and microfiber Target Consumer: this collection is targeted to women who search a no technical clothing, either for sports practice or for leisure, that differentiates, like for man, from the basic offer generally present in this market segment Price Range: low Markets: all markets served by Lotto
ACTIVE – TRAINING WOMAN Neck tape enriched by a little Italian flag print in order to remark the Italian roots of Lotto
Lurex piping for the Meg tank on the classic version
Lotto script embroidered with silver lurex yarn for the classic color versions (white, black and navy)
Colors card
Internal label with multicolor print transfer
Cotton piquet details enliven the items of this collection, making a game of fabrics
Cursive Lotto Script embroidered with multicolor lurex yarn for the stylish color versions
ACTIVE – LOGO BOY Main features: closed to Man’s line, also the Logo Boy is a basic collection designed either for sports practice or for leisure. The items are characterized by an impacting presence of the lozenge and/or by Lotto script differently treated compared with Man’s one. This line presents items with clean cuts in sportive colors.
Neck tape
Seams in contrast that Fit: junior fit carry back the colors of Fabrics: cottons and microfiber the printed logo and that Price Range: low enliven the Markets: all the markets where Lotto clothes of this line is present in Junior’s distribution channels
Cartella colori
ACTIVE – TRAINING BOY Neck tape applied on all t-shirts Main features: just like Man’s collection, also the Training Boy has been planned to offer basic clothes addressed to not agonistic sports practice for children. This line is defined by a discreet presence of a three-colors printed lozenge and by the pay-off Italian Sport Design. All the items, even if basic, are enriched by details and a sports inspired colors card. Fit: junior fit Fabrics: cottons and polyester Price Range: low Markets: all the markets where Lotto is present in Junior’s distribution channels Cartella colori
Silver print of the Italian Sport Design pay-off carried on some items of the line Reinterpretation of the classic lozenge, printed in three colors with the institutional Lotto script
ACTIVE – TRAINING GIRL Main features: also for the Girl, the Training line keeps its basic character addressed either to sports practice or to leisure time. Lozenge and Lotto script’s presence is discreet and pretty in all the items. Clothes are enriched by many details, as the multi color zip that customizes the jackets. Proposed colors are sportive and bright, developed for a dynamic girl. Fit: junior fit
Cursive Lotto script realized with micro, metallic studs (in some items, instead, there is the lozenge)
In contrast tapes that carry on line’s colors
Fabrics: cottons and polyester Price Range: low Markets: all the markets where Lotto is present in Junior’s distribution channels
Colors card
In contrast seams of the same color of the tape