The document summarizes a workshop focused on developing a brand extension strategy for Lacoste. The proposed concept, Lacoste EB4 Elegantly Brave, is an activewear line aimed at reviving Lacoste's heritage of innovation. EB4 merges leading edge performance technology with minimalist design. It represents four pillars: style, embedded technology, eco-sustainability, and healthwear. An accompanying app allows customers to personalize clothing based on biometric data and customize training packages to practice sports tied to each product line.

1. Riccardo Prandi
B usiness
D esigner
P ortfolio

2. ORGANIC
-2

3. WARM
2
Mondadori Interni
Magazine
1
1
-1
-2
COLD
2
GEOMETRIC
-1
Design
Research
Methodologies
Mondadori, one of the major brands of publishing in Italy, was the partner of this workshop with its Interior,
Architecture and Design magazine called INTERNI. The aim was to practice different research methodologies as
embedded within the process of design in order to be trained on how to manage a design research project. The
workshop was divided in three main sections according to the research methodologies considered that are the
following: Ethnographic Research, Scenario Research and Trend Research.

5. The first section, titled Human Experiences
Stream was aimed at investigating people’s
habits and wants by practicing
Ethnographic Research, investigating
people by collecting and describing data in
their daily life framework in order to figure
out how they approached to Fuorisalone
events, during the Milan design week. Our
output were six different archetypical
personas that describe their behavior
approaching the event in terms of
recruitment of the information, using of
the means of transportation and visiting
selection criteria.
Demographics
80
Business
Participants
Design
41%
51%
21%
25%
59%
Women
Men
Other
3%
Architecture
Engineering
Ages
49%
38%
9%
4%
1%
19-24
25-34
35-44
45-55
56 +

6. The second section was on Market
Research , to learn how to analyze the
market as before and now and to be able to
predict the future path for the specific
subject: home and living trends. Building
visual taxonomies, we developed a
diagrammatic visualization to describe the
project’s information complexity
In last section the Product Reality Stream,
the main purpose was to do some trend
research about Garden and Outdoor
furniture during Milan’s Design Week 2013.
In order to find out about the innovations,
trends and news about the garden we
visited exhibitions, events and showrooms.
Our final outcome was to write an article
for The Salone Mag describing our finding
about the future of the outdoor furniture.

7. A way out for
Indoor Habits
By Yasemin Bayır
Window by LGtek Outdoor
As the Milan Design Week went by
I came across some interesting and in novative design approaches compared
with the past decades, a revolution that
spreads the culture of living habits at
home towards to outdoors. These de signs are combining the
idea of outdoor with a
new homey-united perspective. The outdoors
During Milan Design Week 2013 edi - is now considered as an
tion, I have observed the trends and extension of indoors and
behavioral changes of the people in embraced by the home owners as a new cultural
outdoors.
expression of daily life.
It has been clear for the past few years
that the indoor furniture has been af- First of all, they are creatfecting the outdoors by its looks and ing the mood of indoors
comfort. However; the interesting part by providing the ability
of this year’s Design Week was to see to continue the regular
that actually it started to influence the needs like cooking, reOutdoor designs not only by the looks laxing, reading a newsbut also as the daily gathering habits paper or listening to
in society.
Salone Del Mobile, also known
as Milan Design Week, is internationally famed for its wide range of ven dors and the designers from around
the world. It’s not only the fair area but
also the Fuorisalone which comprises
of all the areas outside the fair com bined with different exhibitions and
events during the Design Week.
music. This way all the individuals are
able to gather in the same area as if it
was indoors.
LGtek Outdoor Kitchen, Window, designed by Michele Villa; is an
Outdoor & Garden

8. 1
2
3
4
TH
ENGAGE THE
CUSTOMER
The Slow
Life Model
fash-uhn in-duh-stree
TOTAL LOOK
New
Partnerships
Make
partnerships with
brands that offer
products and
services which
complete the
look .
Va
Propo
Introduce
profiles
customer
Provide a l
Create a
exper
Change th

9. SLOW LIFE MODEL
e
tion
Shops
Slowear
Distribution
Channels
fferent
Make a link betwen the
shops , the website and
t are
the journal .
ented.
Add the online sales.
model.
opping Sell through partnerships.
Launch a catalogue of
ce
services
ackage.
Online
Made in Italy
And value chain
Innovation
This first workshop was focused on the aspects of product management, Made in Italy and value chain innovation
in fashion industry, to experience how companies create market opportunities through product focused strategies;
The final outcome is a clear and simple business strategy analyzing the fields of production, communication and
service, to create engaging customer experiences that best represent the brand of “Slowear” through the
implementation of the value chain as an analytical tool, in its processes, actors and networked relationships.

10. The Slowlife model
The aim of our team was to innovate the
value chain of Slowear by focusing on three
main aspects of the company: partnerships,
distribution channels and shopping
experience, by offering an all-round
experience, in line with the Slowear
philosophy. In order to do that, we
suggested four hypothetical customers
profiles, in which people can identify with,
each with a specific set of values. Creating
partnerships with other companies we
integrated the total look of each profile
with a specific package which included
from one side a set of services and activities
, and new products curated by Slowear on
the other. The implementation of our
strategy involved then the creation of new
distribution channels that will make the
shopping experience more appealing and
involving for the customers, both in the
stores and online.

13. FAST FOOD
fahst food

14. Royal Rose
Innovation
Through
Design
The Royal Rose Company, one of the biggest producers of fresh salads in the US, is searching for new tools to
innovate in order to face the transformations of today’s business. The outcome of this workshop was a clear
business model made of the integration and a cohesive mix of all design modes (product, value chain,
communication, environmental, interaction and service design).

15. Play Red , Go healthy !
Our aim was to create a new B2C business
opportunity for Royal Rose designed to
reach American college students and
offering them a healthy and innovative
food experience . PLAY RED GO
HEALTHY! represents a new, healthy,
affordable and fast meal experience in
campus, ( where students usually have bad
eating habits) made up by radicchio
smoothies and wraps and others radicchio
product- based meals . To enhance the
experience we developed a smartphone
application through which students can
log their campus activities and keep track
of their performance regarding to 3 main
aspects of college life: study hours, sports
activity and social - party life. The app will
then suggest them which of the food truck
meals will work better for them, based on
radicchio’s products , according to their
healthy scores. Secondly it allows student to
find through a GPS local system, the nearer
food truck in the university. Once they
have choosen, they can get a colour bag for
free to participate to the colour run
marathon sponsorized
by PLAY RED , GO HEALTHY!
Demographics
80
Business
Participants
Design
41%
51%
21%
25%
59%
Women
Men
Other
3%
Architecture
Engineering
Ages
49%
38%
9%
4%
1%
19-24
25-34
35-44
45-55
56 +

17. The proposals will help Royal Rose to
switch from a product driven company into
a brand delivering experiences, in different
context of use including conviviality
outdoor and convenience on the move
(ready to eat and take a way)

18. SPORT AND LIFESTYLE
spohrt and laifstail
ORGANIC
RESEARCH AN

19. WARM
ALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITY
2
My ideal Business
Entrepreneurship Through Design
Riccardo Prandi
-1
1
-1
Entrepreneurship
Through
Design
2
GEOMETRIC
1
«How to re-think the workout experience and make it more enjoyable fun and interactive?» Instafit is a system
that brings an holistic approach to healthy lifestyles, based on three main elements : a wristband, a smartphone
application and a vending machine.
-2

21. Instafit wristband is one of the first tracker
that can discriminate between exercises,
recognizes the type of exercise done and
accurately records how your body is
responding, analyzing details such as the
heart rate and sweating: it combines the
registration of movements (acceleration)
made with the arm and ankle, examines
them using a sophisticated algorithm and is
able to understand, in total autonomy, the
type of exercise that we are performing. A
wristband records data coming from the
upper part of the body, and a clip to be
applied to the shoe, to detect the data of the
lower part. During the day, it tracks steps,
distance, and calories burnt, so that you can
constantly monitorate how much fuel you
have earned and how much you have spent.
( motivation factor) . At night, it tracks
your sleep quality and wakes you silently,
with a vibration in the morning.
RESEARCH AND ANALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITY
RESEARCH AND ANALYSIS - CONCEPT - USER EXPERIENCE - FEASIBILITY

22. All data are sent to the INSTAFIT
application , via Wi-Fi or Bluetooth which
keeps track of the exercises done, the
progress, examines them in graphical form
and also gives advice for subsequent
training sessions, as well as allowing the
sharing of results and the purchase of
equipment and related products to the
fitness world.
It allows you to choose the type of activity
and workout you want to do, and set your
specific daily goal . You can use it also to
pic a challenge around the city and
challenge one of your friends in order to
create a ranking of all the members of the
Instafit community. There are different
levels of expertise, related to the kind of
activity you want to practice ( crossfit
excercises, running, swimming ).

23. Along the city, you will find the vending
machine that through your smartphone or
device reads your data and provides you
customized packages of food and drinks
that replenish your energy expenditure. The
vending machine works via twitter: you
tweet the name “Instafit” on twitter to have
access to the vending supplies.
If you have scored total points win or you
won the challenge, the vending machine
provides you free.

25. ORGANIC
FASHION SPORTSWEAR
fash-uhn spawrts-wair

26. WARM
2
Final Master
Project Branding through design
1
-1
Became
“generic”
1
-1
Brand diluition
-2
COLD
Resurrecting
The croc :
Lacoste EB4
Elegantly Brave
2
GEOMETRIC
onoproduct
Syndrome

27. The outcome sought in this project is to
build a brand extension strategy that can
lead to a project of brand rejuvenation for
Lacoste which can enhance the brand
equity at the same time. The proposed
concept solution, Lacoste EB4 elegantly
brave, is a new brand extension project for
Lacoste : an hi tech active-wear line
extension aimed to revive the tradition of
innovation and performance dimension
appearing in the genes of the brand, which
project Lacoste in the future by identifying
new products categories, new materials,
new designs and user experiences .
EA
Emporio Armani + Reebok
Possibility of wearing sports
clothes that were stylish and
comfortable.
RLX
Designed by Ralph Lauren
Quality, Design, Technology.
A line of cutting edge
athletic.fashion with an
unmistakable respect for both
functionalityand style.
Y
Adidas + Yohji Yamamoto
Adidas sport style now makes
up more than
of Adidas
brand sales globally

28. Elegantly brave recalls as a concept the
essence of Lacoste, which from its
inception as a brand has always represented
through his unique style, the aristocratic
ideal of living life courageously and
elegantly at the same time. EB4 merges
leading edge performance technology with
sophisticated minimalist point of view ,
defining a new era of “hi-tech luxury
sportswear”.
Eco-sustainability
Smart Textile
Embedded wearable technology
Health wear
Style
Tenacity, bravery, perseverance, and tactics
are considered to be super powers for
athletes, skills that can be developed . EB4
is the molecule of the future performance .
The tennis court become a metaphorical
space for a performance spirit : the lines
represent metaphorically performance
values embodied by Renè and the four
musketeers : every line metaphorically
represents a sport, according to the virtue
associated to each specific line.

29. Every line EB4,
( sea, city , mountain )revolves around
specific sports and is based on four main
pillars:
1) Style
2) Embedded wearable technology and
smart textiles
3) Eco-sustainability
4) Health wear: (microencapsulation and
fragrances)
1.
DATA COLLECTION
•
Choose the skill:
•
Data Collection
Develop your Tenacity with running
SYNCRONIZE your wearable EB4
device to the app, to visualize the
parameters of your performance
(biometric values)
•
Analysis of your data
2.
CUSTOMIZE YOUR
PERFORMANCE
•
Hi Tech your tenacity
Depending on your level of expertise
and data , you are suggested with a
series of smart textile and
embedded tech that can normalize
or fix a wrong parameter
•
Style your tenacity
Color palette and fabric type.
Led and termochromic liquid crystal
clothings changes colors according
to your biometric values and activity
intensity.
Each of EB4 pillars, represent one of the
options (step) in the "performance
customization process" in the application,
through which customers can personalize
their clothing or doing performance
according to their specific biometric values
. They can even customize their travel
training package trip to seaside resorts , ski
resorts and cities resort, in partnership with
EB4, to practice the sport chosen.

30. EB

31. 2.
1.
3.
4.

32. Hi-Tech Area test
Members can test the latest
EB4 wearable tech before
customizing them through
the application

33. Community Area
•
•
•
EB Membership card
Data interpretation by
connecting the application
to an interactive giant screen
Advices and suggestions
from experts