Lotto focuses on design innovation to grab market

In an era when users' preferences dictate what features are to be incorporated in any product, logical thinking in the product designing phase leads to successful brands, said Kazi Jamil Islam, managing director of Express Leather Products.

Lotto Sport Italia's Twist'ngo soccer shoe is one such example, he said. It is the first time a pivoting stud has been used that allows it to enhance the athletes' performance and reduce the risk of injury, he added.

Lotto has been operating in Bangladesh since January 2011 through a licensing agreement with Express Leather Products for the production, distribution and retailing of footwear, accessories and apparel.

Islam believes that the entry of brands like Lotto has shaped the footwear market in Bangladesh by bringing in competition. The introduction of tennis shoes and boots by Lotto inspired market leaders to come up with new product lines, he said in an interview.

Although Lotto is focused on sports accessories, the brand has become a part of people's lifestyle, he added.

"A successful job life now is not only an outcome of talent but also a blend of unleashing your inner self with the external splendour of how smartly you represent yourself through your clothes and appearances," said Islam, who has experience working at James Finlay, Novartis and Bata.

Lotto cares for people and thus it works to continuously innovate and match people's lifestyles, the corporate manager-turned-entrepreneur said.

Lotto has introduced Lotto Works -- the European standard shoes that prevent workplace accidents. This is an example of innovation that addresses job satisfaction of people working in heavy industries and garments, he said.

Lotto has 95 retail outlets across Bangladesh and the number may reach 200 within next year, added Islam, who holds an MBA from the Institute of Business Administration, University of Dhaka.

Islam said product lines here come with scientific formulas, focusing on every detail. The Lotto retail channel management includes regular open-to-buy planning that provides guidance on how much to buy and benchmarks for evaluating progress, thus adjusting future plans. He suggested new local retailers follow structured sales processes to be more successful.

Retail branding can create huge customer satisfaction and plays a vital role in purchasing decisions, Islam said.

He thinks facilities such as free Wi-Fi, a cozy sitting arrangement and light music to set the mood act as catalysts and eventually give customers a comfort zone.

A relaxed environment for product selection will lead the brand to have loyal customers, he said.

“Cost is a fact, price is a policy,” Islam said, describing their pricing policy.

Lotto outlets carry a variety of products in different price ranges to meet the needs of different people, he added.

“I have products for both students and corporate employees, because one day, a student who is currently buying a value for money product, might go for a premium product after getting a job.”

He describes his success mantra as 'honesty and hard work'. Hard work has no substitute, said Islam, who turned a Tk 15 lakh startup into a Tk 100-crore company.

The interviewer is strategic project planner of business development at The Daily Star.