Tesina by Jean-François Kantke November 2012

Summary

What ”Made in Italy” means

Case study : Lotto Italian Sport Design

Lotto Sport Italia

• Italian sportwear manufacturer

• Distributed in more than 60 countries

• Established in 1973 in Montebelluna, Italy

• Lotto Sport Italia manages five brands

• Took over in 1999 by a group of local business people specialized in the sport area

”Made in Italy”

Family Story → Companies created and managed by a

family (examples: Bvlgari Family, Gucci Family)

Territorial Know–How → Exploitation of a territorial know-

how (example: Murano and glassmakers)

Genio italico → Based on high craft

and high technologies

Humanism → Man is at the centre at the design process

A Family Story

Lotto is created in 1973 by Giovanni Caberlotto and its two

brothers Sergio and Albero

Giovanni Caberlotto was the president of the Treviso FootballClub

After he died in 1997, his wifeAdriana managed the companyuntil its selling in 1999

A Territorial Know-How• Lotto is born in Montebelluna, the world center of

footwear manufacturing

• 30.000 inhabitants

• 3/4 of the world production

of ski boots

• Fila, Northwave, Geox,

the kybun Corporation,

Diemme, Stonefly and Scarpa

Montebelluna Shoemaking

Middle age : 10 shoemakers

In Montebelluna

Napoleonian Empire(1804 – 1848)

From 12 (1808) to 36 shoemakers(1840)

Second Industrial Revolution (1870)

55 shoemakers (1873)Products forWoodcutters andMoutain people

XXe centuryDemocratization ofWinter sports (+200 shoemakers)

Genio italico

• Lotto uses high crafts and new technologies to create innovative products that facilitate customer life

• A design based on a ”Less is More” approach

• Lotto products embody the Italian style

Example  : Lotto Zhero Gravity Football BootTwist'n'Go: It makes the change of direction easier and reduces the risk of injury as ankle sprain

ReactiveArch: It ensures protection to the ankle and reduces trauma due to the impact with the ground when runnning (patented technology)

The first Laceless football boot in the world. Its aerodynamic shape give a maximum of sensitivity when controlling the ball

Humanism

Use of Icons: Lotto sponsors great athletes as football and

tennis players even national teams who embody Lotto spirit

Designed by people for people

Conclusion• “Made in italy” is about a vision Aesthetically corresponding to the italian style, mode and elegance

• Innovate through new technologies to improve its conforts and performance

• This is a mix between the idea of the designer (genio italico and the know-how of the producer (territorial knowledge) that create high quality product