With its name derived from the last name of its founders, Lotto is synonymous with technological and design innovation in the world of sports. The brand has created a niche for itself in Indian sportswear by targeting value segment customers. It’s recent launches Dinamica and Breeze offer lifestyle products for customers seeking more options for their outfits. “We have also launched two apparel collections: Life and Athletica for fashion savvy customers,” states Dharmender Khanna, Head of the brand.
Maximum flexibility with amazing fittings
Featuring contemporary designs, the Breeze collection is packed with air breeze sock-liner that allows complete air circulation for fresh and odour free feet. “The slip-on structure of these shoes presents a knitted texture and pattern offering maximum flexibility and an amazing fit-and-feel sensation. “Additionally, the high-quality material of their insole provides all-around comfort while their perforated surface guarantees coolness and better moisture dispersion,” adds Khanna.
Sports sponsorship boosts brand
Sponsoring sporting events has been the cornerstone of Lotto’s success. Not only has the brand teamed up with various football players like the World Cup winner Luca Toni, Joan Capdevila, Andrea Ranocchia and Federico Balzaretti, it has also sponsored teams like Genoa in Italy, Sochaux in France, Queens Park Rangers in the UK, El Deportivo La Coruna in Spain, Goias and Recife in Brazil, San Lorenzo de Almagro in Argentina, as well as the national teams of Costa Rica and Panama. “Currently, we are associated with Indian tennis players Sumit Nagal, Mukun Sasikumar, and Prajnesh Gunneswaran who represent Lotto in all grand slams they play,” notes Khanna.
The brand expects the sports lifestyle segment to grow at a modest pace 15 per cent with most of this growth fuelled by athleisure category. “Performance category will also continue to grow at a modest pace. Rapid expansion in ecommerce will enable the footwear retail market to grow 12 to 14 per cent as Tier I and II cities and towns will also be able to generate similar sell through like other urban areas,” Khanna explains.
Expanding across all retail channels
To tap growth, Lotto will continue to expand its presence across all sales channels like shop in shops, online, key accounts etc. “We would also continue to invest in design, innovation and quality to provide best products to our customers at reasonable prices,” Khanna opines. The brand is available country-wide in over 40 EBOs and 400 shop-in-shops and plans to expand to Tier II and III cities through the franchisees. “We have a great understanding with our franchisees and look forward to further to utilise the same. The segment offers great opportunities and we will continue to foster growth through all plausible channels,” Khanna sums up.