Sports clothing was the company’s next venture. In the first 10 years, Lotto focused on the Italian market and became a product leader in tennis.
During its first decade, corporate strategy concentrated on making tennis footwear and clothing, and early on sponsored big names from the professional tennis circuit (Martina Navratilova, Boris Becker, Thomas Muster, Andrea Gaudenzi) -
a strategy that brought the early victories at Wimbledon, the US Open and Roland Garros.
1980s
In the 80s Lotto moved on to broaden its business base by competing among the then small group of manufacturers of football boots and clothing. Lotto began to create its first soccer boot models and signed major collaboration agreements with internationally renowned players and teams. Tennis players John Newcombe, Andres Gomez and Jose-Luis Clerc wore the brand’s tennis products.
The first sponsorship agreements signed with important players (including Dino Zoff and Ruud Gullit) and clubs (such as Milan, the Netherlands national squad, Napoli, Juventus, ChievoVerona, and Real Zaragoza).
Playing pros provided input in both the design and fine-tuning of the products. This involvement together with the athletes’ public images helped make the company a leader in tennis and soccer. During this same period, Lotto expanded into the export market, and its international business grew rapidly. Ten years later the brand was being distributed in more than 60 countries around the world
Lotto's products are famous worldwide for their quality, style and technology content - these being the key characteristics that have brought them renown in the worlds of professional and amateur sport alike. Winning characteristics which feature in all of Lotto's products, and which have led the company to become a world-leading manufacturer of boots, footwear and clothing for football, five-a-side football and tennis. Starting from the late 80s Lotto also created a "leisurewear" collection of men's, women's and children's footwear and clothing that delivered just what even the most demanding consumers wanted in terms of leisure-time style.
1990s
In 1992 Lotto becomes official supplier of the Dutch national football team until 1997 The supplied the shirts for Euro 92 WC 94 and Euro 96. AC Milan is supplied by lotto from 1993/ 94 season until the 1997/ 98 season. and even won the Champions league wearing lotto in the 93/94 season.
In June 1999, the company was taken over by a group of local businesspeople who were already very active in the sports area. The company was renamed Lotto Sport Italia, and its new owners focused on the brand’s strengths of dynamism, innovation, quality, Italian design, passion and an extremely effective customer service program.
New millenium
in 2005,sports footwear and technical sports clothing company Lotto Sport Italia announced re-entry into the Indian market. Based in Italy, Lotto has appointed lifestyle distributor Sierra Industrial Enterprises Pvt Ltd as the licensee for India, Bangladesh and Nepal markets.
Lotto is targeting about Rs 35-crore sales within three years, of which 65 per cent are expected to come from the sale of footwear.
Lotto plans five flagship stores in major metros in the next six months.
Today
In line with the company’s new corporate mission, the performance products have been strengthened with special emphasis on footwear and technical clothing for soccer and tennis. The company is dedicated to producing products on the cutting edge in terms of innovation and design. Lotto also produces a sport-inspired line of leisure clothing and footwear for men, women and junior collections. Eyewear, underwear, shirts and stationery with Lotto branding are also manufactured and distributed under license by third-party companies.
Lotto distributes its products in more than 70 countries through independent sports stores, specialty chain stores and large stores with sports departments. The company is pushing the development of corner and flagship stores, which are now widespread in Italy and in other countries.
Sponsorships are an important part of Lotto’s success. In addition to its latest agreement with USPTA and its technical partnerships with the ATP, WTA Tour and Wimbledon, Lotto is visible at all the Grand Slam tournaments and championship series and has been a part of the Italian Open for more than 30 years. More than 120 professional players now wear the "double diamond" logo, including the No. 1-ranked women’s doubles team of Virginia Ruano Pascual and Paola Suarez.
Reference: www.footballshirtculture.com/
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