Interviewer: Ok , please tell me about the La Martina tournament

Interviewee: Okay well I can tell you that firstly, you know, after the Argentinean season which is the
November December everything goes into the US. So, primarily the best tournament in US is played in
the Wellington what we call the Palm Bicharian (0:19) Florida, so the US open is played. We had
Maserati as the main sponsor. So we officially supply that tournament and then one week after the US
Open we try to do some sort of fun cool thing on the beach in Miami just to democratize a little bit more
Polo which is played in Palm Beach So we did this tournament on the beach... it was a four-day
tournament. So we had Ladies Polo, Mens Polo, and then all type of different contents and
entertainment.
Interviewer: It was on the sand? On the beach? The horses?
Interviewee: Really on the beach. Yes. Yes.
Interviewer: Okay.
Interviewee: If you interested, as you I can send you a lot of links and ideas and photos... but it was
amazing! I mean the horses and the landscapes it is just beautiful how you know the, the blue ocean and
just horses running around the beach
Interviewer: Was it professional players or amateurs?
Interviewee: Yes, professional, professional.
Interviewer: Okay.
Interviewee: So anywhere between 18-24 balls which is very good and the format is three against three.
So its really, you know, given that there is a constraint in terms of the field size. Its very dynamic.
Interviewer: Was the tournament... Did the tournament bring out a lot of crowd?
Interviewee: Yes, very very much
Interviewer: How many? Can you roughly guess?
Interviewee: Well, during the weekend we had anywhere between fixed 600 to 700 people but during
the four days, we had over 5,000 people and this was our 10
th
anniversary.
Interviewer: For this tournament on the beach?
Interviewee: Yes, yea. Its called La Martina Miami Beach Polo World Cup and then that was exciting and
you know this and thats pretty much end of the US season and everyone goes into UK and sort of like
starts the season in Europe and we just had this past Sunday the La Martina Centenary Cup which is
played in Guards Polo Club in the UK. So, very busy as well.
Interviewer: Wonderful. Okay. You mentioned something that I thought was quite interesting. Um... this
Miami Beach Tournament is to democratize polo. Can you tell me a little bit more about that?
Interviewee: Well, its to bring a little bit the, the flavour and um... its to bring the Polo and the lifestyle
into people that dont really acknowledge or dont really have the chance to go. Palm Beach is well-kept
area where other than, if you play polo or already related or you can go and some more traditional
things and to be... to be able to play this sport on the beach and to really resemble all this elegance and
the horseplay and you know... and all these values. Its just interesting on how we can format polo into
different other tiers of people. And Miami Beach is its really one of those places where you have a lot
of people coming from a lot of places and just you know just gather on the beach. So, it was
interesting.
Interviewer: So is it free or ticketed?
Interviewee: It is free and ticketed. We had this Super VIP that was ticketed and then all the sponsors
had their suites and we did a fashions show as we always do. We brought in some other sponsors and
we had the yachts so people were going to and from the boats and we had the sunset rides on the
afternoon so it was good fun!
Interviewer: Okay. So, one aim is to bring more people to Polo? To make them love the sport
essentially?
Interviewee: Essentially, all the aspirations of the sport you always hear about or see or read that its a
sport of kings and then only the royals play and we just say oh, if youre lucky enough, if you wanna get
more interest in it, there is a beauty to watch and its only one of these sports that are played on horse,
that are its just fast dynamic and entertaining.
Interviewer: How different is it to be played on sand?
Interviewee: It is very different. First you play 3 against 3. So the majority is the same rules but then you
play, instead of this wooden ball, you play with an inflated bigger ball and every xxxx (4:49) there is this
big machine that goes through the sand and makes it flat surface and then you know its easy but its...
its quite dynamic. Its not full sized polo field so you can imagine. Its much more short but its
entertaining.
Interviewer: How does the ball fly? I mean its plastic inflatable...
Interviewee: Its inflatable... the thing is if its windy, it can fly all over the place but you know in general,
you play by the same rules by going from one goal to the other and.. and this year we had interesting
things so we had 3-anchor news people to try the sport so they came in with their cameras prime time
TV news so that explaining a little bit about why polo, why on the beach and then we tried to educate
people with the horse training, a little bit of it and how we promote the sport.
Interviewer: Do you have any plans to bring this tournament elsewhere?
Interviewee: Well, there is a lot of beach in snow polo being played in China. There are plans for doing
something in Singapore that I cannot talk about
Interviewer: Roughly when? Can you hint?
Interviewee: I dont know. Maybe Ill send this to you tomorrow because I have a 3:15 appointment but
it hopefully would be something that we can bring polo to Singapore on in nearby April. Its gonna be
something like you know we do formats like Polo in the park in UK and different levels of format where
we can reach out to more people as in the looking for wider fan base and obviously, those are
entertaining for sponsored guest hospitality and at the same time, we try to send out our values for
customers.
Interviewer: So it wont be on our polo field?
Interviewee: It could be nearby the city. Nearby.
Interviewer: Hadong? (6:51)
Interviewee: I dont know.
Interviewer: Okay.
Interviewee: Next week I can try to say.
Interviewer: Okay. Lets talk about La Martina because this is the boutique? First your opening time?
Can you describe to me the sartorial style of the La Martina men? Or women?
Interviewee: Yes, we started, you know theres we always tried to see through the lens of why we have
the purpose on producing some product lines and divisions being... the central part of our collections
being the polo shirts because thats where were born and over twenty generations of products. But we
started as, you know, a team and then we went out to the community and then to start slowly to
understand the needs of our customers. So we want, Im trying to resume again, a lot of years of how
we get into different segments. So the sartorial type thing is like we inspire ourselves to entangle and
then we get into a little bit more... why we should have a blue jacket and the blue jacket in our world is,
if youre on the polo field and then you win a prize or a trophy you want to get on a celebration and you
need a jacket thats why theres a whole explanation of why we wanted to category and at the same
time why sometimes our logo comes really underneath the buttons here because when you wear a
jacket you want your logo to be visible not here. So those are the sort of explanations that we... try to
define and really filter down why we need to get into segments.
Interviewer: So its really all lot of the game first and then fashion layout?
Interviewee: Always.
Interviewer: Okay. So how would you describe the guy who wears La Martina I guess?
Interviewee: Lets say its a life style brand. Pretty much in some outdoor luxury casual wear. People that
wear We tend to say that our customers are more knowledgeable about polo. They are the first
researches about the gen-new and authenticity of our brand. So, yes, of course we have customers that
walk in and feel attracted about the window and just feel that they want to buy something cool. So we
try to deliver here in our sales training is that before we convert out into sales we try to say well, you
know, youre taking a little piece of history, youre taking a little piece of this club or this event and so
Id say the majority is of relaxed sorta lifestyle choice that you can obviously use with jeans and you
know, casual wear line.
Interviewer: Okay. When I was in British XXXX (9:32) I noticed that you and all your colleagues wear
everyday La Martina apparel head to toe.
Interviewee: Right. Well, yea. You came in the pinnacle prime time of the sport and that I think, if you
saw the entertaining of the full Argentina Association and the Argentinean Open, there is like a code on
the dress code where you say... I appear to be relaxed and use jeans and use like flip flops or whatever
and you would wear the speaky (10:03) polo or white you know just... Thats just sort of the code of the
dress code to go and we feel that in the new markets or in Asian new markets we find people more
attracted to the first generation of the polo shirt meaning the number, the big logos, you know all the
stressed out official merchandising
Interviewer: Okay. Do you wear La Martina wear on daily basis?
Interviewee: Oh yes. Its a good thing.
Interviewer: Even for work?
Interviewee: For work, the majority if Im not wearing a suit. But yes, its relaxed, you know laidback and
when we are more mature and that markets that we are more mature, we have a wide range of
products for men, women and children and are not the first generation that you can see here. Here the
proposal is really the true authentic, where we coming from but if you go into Argentina you will see
anywhere, from you know, just... this type of shirt to stripes for men and 50 SKUs of just normal casual
wear where you can dress all day to go to work or weekends.
Interviewer: So the logos get smaller?
Interviewee: The logo is getting smaller. Its much more I would say on a daily basis but in the
wardrobe we try to say how can we get into the wardrobe? How we can get into the closet of that man
or woman so he will have anywhere from the 10 La Martina pieces he will have 3 really stressed out to
use on occasions and then the other 7, the normal causal ourline (10:52)? But you know different
markets have different speeds so this boutique, youll see here its, more the first, second generation
where we have to tell the story first and then you know, the majority of the loyal customers at the end
of the day will convert that 30% of their wardrobe into 70%, where we want to be. So, the main business
is where we can sell a white shirt to someone that really is true inspiring of who we are and doesnt
need to you know, show off all the logos.
Interviewer: Okay. When we think of luxury brand, we always think Italian, French or Spanish. What
does you brand, this from Buenos Aires have to set itself apart from all these other brands?
Interviewee: Well, primarily, we come from a luxury sport. You know the sport is being played very
non-structured in Argentina but if you go to Europe or anywhere in the world, its really a high level
luxurious sport where everyone wants to belong to. And not only being played by royals all over the
world, sheikhs or whoever they play, they can afford it. We tend to say that were in the sport business
but in a very luxuries lifestyle and so you know, we Im trying to say, well define luxury? Luxury today
is to have time, not to be busy as crazy, not to be workaholic and so today our definition of luxury is
being relaxed, having time, having time to play polo, having time to be outdoor, having time to, you
know, spend the weekend with family. Thats our definition of luxury. Its not really what we can buy
and that coming from a sport, coming from a country, its what I think, going back to your question, how
we can see the difference between brands and brands attached to, sort of like, origins, Italy, France. And
if you say shoes, maybe you can say Italy or design cars you can say Italy, engineering - Germany, if you
say polo, you say Argentina.
Interviewer: You also mentioned spending time with family; you guys are a family business. Is that one
of the things that has worked for you?
Interviewee: Yes, definitely. I think we are family-oriented; we are completely immersed in the project
and having different roles and having a lot of fun.
Interviewer: So theres also stuff like some of the values and philosophies that you want to pass on to
your customers thats what I can say.
Interviewee: Completely. Its not only our customers but its also within the legacy of our family. I mean
I hope, I have four kids, so I hope one of them at the end of the day wants to grab this and thats a
question of how we want to continue in a small boutique way and our mission in-purpose in within the
company is to speak to the polo community around the world, thats why we do more than a 100 events
around the world every year and so its interesting. Ive been on this trip and yesterday was at the
Singapore polo club trying to, how we can connect and synergize the local polo activity with our stores
and our philosophy and our brand and tomorrow Im gonna go to Malaysia and speak to the Royal
family about the same way and then we will go to Thailand and do the same way. So this is why, its
family, its oriented, but its like polo is a its a small family. Its like a universe of 20,000 people all over
the world. So its really tiny and what we say the growth and the expansion of our brand, we really come
with a speed that we want to. Were containing a little bit of its growth now maybe if it was public it
would be more.
Interviewer: Okay. I was gonna say that the polo playing community is actually really small but yet,
youve managed to make this brand international and to players (16:07) who dont play polo, how?
Interviewee: Well, I dont know. Its a Id say La Martina had the ability to create a segment and
obviously were not a fashion house but maybe we have fashionable products meaning that this is not
the driver within the company but its more likely the experiences that we want to reproduce in our
stores, the buying experience having here, being able to understand what product youre taking, where
is it from, why, who played and the authenticity of.. This I think is a global message when you talk very
specific in something, you know, its a global value and this is our preposition. Our value preposition is to
say, we are 100% polo. We go from the mallets to head, the helmets, the kneepads and were
completely XXXX (17:03). Most of the people say well why dont you get into other riding, equestrian
sports were 100% polo.
Interviewer: I think Lando had said when you were over there, he said its okay if a customer walks in
and doesnt buy anything as long as he comes in and he soaks in the atmosphere and youve done your
job already. Is that how you feel?
Interviewee: Completely true. Thats why we consider different decorations for different parts of the
world where we can understand what our customer is expecting and even if we dont convert in sales, if
we could convince and tell the story to someone, thats the best asset that I think we can leave that
customer with. Because at the end of the day, the loyal customer will come back to you.
Interviewer: So how did you tailor this Singapore boutique to the customer?
Interviewee: Well, Singapore is pretty much a very cosmopolitan city. Its worldwide, theres a lot of
knowledge of you know the world here. So we try to stay within the ivory, the black and the gold, the,
you know, clear colors which everyone understands like the sofa de capitone, the Anglo-style and we
just chose up this decoration as it was the most suitable for this type of store here and if went to it the
more traditional La Martina like barn-style or countryside, maybe it, within this mall which is modern,
you know have all the luxurious brands so it would just not fit so I think our adaptation.. I dont know,
what do you think?
Interviewer: I want the barn style.
Interviewee: Okay, I know you do but youre more knowledgeable than the average.
Interviewer: Okay.
Interviewee: You remember the La-avenus (18:49), the big one?
Interviewer: Yes, gorgeous.
Interviewee: Okay.
Interviewer: In your press release this boutique was described as having Anglo-Argentine style. Stuff like
bridging the two polo playing nations in their styles, I suppose?
Interviewee: Exactly!
Interviewer: England is known for polo, Argentina is known for polo but you guys have sort of like
bridged that divide. I mean people dont think of this as an Argentinean brand, they think of it just as a
polo brand. How do you deal with that?
Interviewee: Well, thats curious. We have typical Anglo furniture for instance but the way that we
wanted to display our props, you know the use of these old vintage luggage where you can see like an
1850 polo picture. That type of luggage will resemble a picnic out at the polo side and our ready to wear
is one thing and then our decoration of true and authentic pieces are another so thats where we came
to the use of why Argentina? Because it resembles the rugged, the used, the true story that you can use
a product everyday and more the brick the more uptight, the more formal. I think the beauty is in the
blend.
Interviewer: How quick has the expansion been? So, you know you have stores everywhere now. How
many do you have?
Interviewee: We have a number of 85stores, boutiques like this one. We expect to grow slowly but
steady in the Southeast Asian market. Why Singapore is so big and strong for us because we think the
majority of the countries in the region look at Singapore as whats next or its like a mirror effect for
other destinations and weve opened in Malaysia now. In two days, were gonna open in Bangkok. So,
were very happy now. How fast people will grow, it is a question of how fast we can react and not to
contain. I think in the near future, the Asian customer in general will be one of the huge buyers for our
brand and not necessarily we will grow as steady in Europe or in the States as we will here. We think
that the Asian buyer in general is more educated in terms of having researched the brand, really going
into the origins. I think there was a big wave of only buying some, you know, luxury brands for their
monogram and now there is a second wave of customers, more educated in terms of buying genuine an
authentic brands for each and every given piece so, if theyre buying shoes, theyll buy a specific brand
or if theyre buying a polo shirt, why? So theres a question of how we can really translate this education
into our customer. But I think, Asia in general, for the next 5 to 10 years will be for our brand the next
big hit. So growth will be whatever it is, I dont know.
Interviewer: Okay. Lando was telling us an example of how you all do not sell shirts in China but yet you
received an award. Can you tell a little bit about this?
Interviewee: It is interesting. It was back in November we presented in a luxury summit so there was the
majority of the groups like the IMAGE (22:21) or Richmond. They were presenting their business case for
Asia and they called us to address this issue about sense of belonging and how Chinese people were
more interested into not only buying things because they have money but how, whats the next step.
How they can, you know it was interesting about spending time on the wine-tasting, the travel and
leisure and polo is one of those things that when you hit luxury sports, its just right there. So we did a
speech on the sense of belonging, how this worldwide sport really can connect with anyone within the
royal family worldwide or the sheikhs within 2 or 3 calls. How friendly can you be when you play polo
with these people and how... and how distant could you be if youre trying to do business with them and
so the sense of belonging was a full concept and we were awarded the Best Luxury Sports Brand in
China and that was a big honour for us because being such a small company and such a small sport not
being played in China was really astonishing award.
Interviewer: Have you opened any boutiques there since?
Interviewee: No, actually, weve been sort of doing our due diligence to where and what but weve did
everything to do with polo. So from Beijing, Tianjin, we went into Nine Dragon Hills, all polo related
stuff, were there. So thats what we do additionally for our market and I think we have plans for the
next twelve months to open three shops.
Interviewer: Okay, in China?
Interviewee: In China.
Interviewer: So the previous was just sponsorships, I guess.
Interviewee: Only sponsorships.
Interviewer: So for polo tournaments, for teams or whatever?
Interviewee: Exactly. But the people that go to those polo tournaments is really the first people that we
want to talk to, you know, as guests and you know theres always a question of how these sponsors
really want to relate in those events. So, its La Martina always being with Cartier, Replicor (24:38),
Maserati, all these big brands that are well-known and theres an instant association for those things in
China.
Interviewer: Okay. You talked about the sense of belonging. So theres a lot of camaraderie within the
polo playing community. Does that mean as a customer I can buy into that sense of belonging then?
Interviewee: I think yes, if you become a fan, if you become an XXXX (25:02) in anyway, if you get a little
bit more intrigued in curiosity of our brand, thats a starter for sure. Were doing plans in not only as
polo academies but that sense of belonging will bring people, will drive people into the sport just
because its a very niche sport. Its one of the last very niche sport that there is. Other than if you, I
mean, if you see luxury as into Formula 1 racing but you never can... its not as inspirational as this
beauty of polo. Not sure if I answered the question correctly.
Interviewer: Thats good. I understand that you guys are also a case study for one of the business
schools?
Interviewee: Yes.
Interviewer: Can you tell me a little bit about that?
Interviewee: Well, we actually, just about prize giving and awarding the IMD in XXXX(25:59) which is
the... what I believe its the university of universities. They did a case study on La Martina in I think it
was 2008 and that case study won a prize in Brussels as the Best Case Study during 2009 and three
weeks ago, two weeks ago, I was in Mexico at the luxury summit and we just got into this... theyre
researching to do a new case study for the Harvard Business Review, so thats gonna be coming next.
And its a little bit about this sense of belonging and how rapidly and how the expansion went from zero,
from an Argentine not producing any brand into a global expansion. So, its interesting.
Interviewer: Do you see the boutique as a fashion store because youre selling clothes?
Interviewee: I tend to see not as a fashion store but I cannot see that we dont have fashionable items. I
think what our biggest growth in Europe was because it became not only became a segment within the
marketplace but also became fashionable. So instantly we grew very rapidly in markets like Italy, France,
Germany. But if I tend to see the 5, 10, 15, 20 year business plan, I dont want to be involved in fashion; I
want to be involved in style.
Interviewer: Okay. You know for all the big brands, Prada, Bottega, we all know who the designer is.
Who is La Martinas designer?
Interviewee: We have two groups of designers but the the directive creator is actually Lando which
you met and the White Gachi (27:46) and they have two groups of people within our Italian office and
our Argentinean office. So what we do there is that we blend the Northern Hemisphere with the
Southern and then we adapt 30% of our collection meaning that there is a mainstream collection and we
have different fits, different fabrics, different colours that adapt to each and every market place. So, if
youre going down South we do the same collection for Argentina, Chile, Peru, Columbia, those are in
the similar Id say collection wise and then if you go up North, theyre more European oriented. But at
the end of the day you have the chairman and founder as the creative director.
Interviewer: Okay. So how does the style in terms of... style, how is it different between morse and
stiles? (28:38)
Interviewee: Well, first of all you have the post-seasons, so you have, you know, whatever comes first,
comes in Europe, so you have the first Spring/Summer collections and then the Autumn/Winter and
then that reflects down South because were completely opposite. So its a question of style meaning
how the dress code or how you dress, its different a little bit from Italy. Everythings more tight more
slim and you know people just as style they dress differently. And in Southern America they dress more
loose or comfortable. So we adapt those little tiny elements that makes our customers feel more
comfortable.
Interviewer: Okay. So hows the Singapore range then?
Interviewee: Singapore is more oriented from our European collection. 100%.
Interviewer: Okay. Did you use to watch dad go to work when you were young?
Interviewee: Yeah.
Interviewer: Did you know this was what you wanted to do?
Interviewee: I dont know. I didnt have a choice.
Interviewer: Really?
Interviewee: No, but I did I stepped out of school at the age of 18 and I started to work in something
and you know I spent over 8-10 years in a shop and the shop, once youre inside the shop, its really
dynamic and actually, I have very good memories of retail and that I learned from, you know, from being
in the shop in very early days. It was exhausting because I used to work from 9 in the morning to 8
oclock at night so.. I dont remember the question. Im sorry!
Interviewer: Did you know that you wanted to join the company?
Interviewee: Oh yeah! But then its been a roller coaster ride, I mean very fun. After being in the store, I
started to this special events division which took me pretty much everywhere in the world and you
know as a youngster, at that 23/24, travelling to Europe, to States, to places where remote and putting
together, you know, deals and officially supplying teams and having fun was really I didnt have my
friends have so much fun.
Interviewer: Okay. When you were working in stores, how old were you when you started?
Interviewee: I was I was working in the store at 18 so you know, Ive been ever since until I got to that
special events division I was in the store.
Interviewer: Okay. So like cashier, manager, everything?
Interviewee: Everything. Sales, cashier, taking out the garbage, everything.
Interviewer: Okay. So you literally had to start from the bottom as well, like everybody else?
Interviewee: Yea. If you start form there, you really understand many things.
Interviewer: Okay. I understand you live in Miami now?
Interviewee: Yea.
Interviewer: Whats that like?
Interviewee: Its good. I mean, our growth in Argentina, in terms of retail, presence, we came to the
point that were just on the roof. We dont want to overexpose our brand so from that office we attend
Chile, Columbia, Peru and now the Miami experience is a little bit how we get into the Northern USA,
Canada and as a family, you know I have a wife, four kids so its been a good experience on a personal
note. So, luckily all the children are adapted to their schools.
Interviewer: So, in Buenos Aires polo is played and its more casual, people turn out at the stadium and
you know, in polo courts (32:20) and in England its all about your fancy hat. So whats the Miami style?
Interviewee: Its typical MiamiI dont know how to describe it. Well, if you see Palm Beach you have that
refinement of not so exaggerated like Chanti (32:38) or France but you have well-dressed dress code is
really really much an international dress code but if you go to the normal Miami Beach excitement, you
find this zoof of people really really you know, you have a pretty much all the mixture of cultures and
you know how Miami could be.
Interviewer: With those in mind, you wear your apparel to attend the game?
Interviewee: They would be naked. On the beach, yes theres you know Miami is sort of the flip-flops,
the Bermudas and the shirts are more colorful and the expression of Id say, the majority dont even
know what theyre wearing but they find our product in what they call the cool item to have so yes Id
say they wear.
Interviewer: Okay cool. One more thing I have to ask, this is about the Queen and you guys operating
the store in Windsor. Can you please tell me about that? The whole story about how you all even got to
operate the store there.
Interviewee: Well, interesting and I can start by saying that this last Sunday, we had the La Martina
Queens Centenary Cup. We have space at the Royal Box so we invite some journalists and invite some
partners in and the new addition that we took as an ambassador for our brand is is the grandchild of
Winston Churchill. He was very friendly with at the time of Prince of Edinburgh, so what we say in the
Guards Polo Club, we see that theres a huge heritage there and actually the story thats behind that, if
you go back into history, UK and Argentina have came along well but not so well and so it was an honour
to have Guards Polo Club ask us to do their line and to license out their brand to us being one of the
leading companies as to, you know, equipment so that was one issue and the other issue was when we
started to perform in that pro-shop, actually, the Queen herself was inaugurating that day and then we
felt very proud that she just cut the ribbon for us.
Interviewer: Okay. Do they think of you all as an Argentinean brand?
Interviewee: I hope.
Interviewer: I mean, come on, I mean, England, Queen, Argentinean brand.
Interviewee: Yea. I think those are the beauties of how we cross through the world without having a
true identity only just a purpose of being able to speak to that sort of like very very tight polo
community. But obviously when we say polo the first picture that comes into your mind is UK, English
you know, Englishmen, Prince Charles and all that type of thing. But if you do a little bit more research
you find the tie of that blending into the Argentineans so Id say, Yes, were made in Argentina. We feel
proud that you know, if a company for polo should be Argentina, should be Argentina. So, I dont know,
there was a lot of confusion when we started to sell like crazy in Italy and people started to say well, this
is an Italian brand. And then we tried to struggle a lot.
Interviewer: Okay, Ill ask you this question before I forget. Please tell me about this seasons looks.
Interviewee: This what?
Interviewer: This seasons looks.
Interviewee: Okay. Seasons looks is primarily inspired. We have three themes, one is Hawaii, one is
Portafina (36:37) and the institution regards Guards Polo Club which you can check and then we share
some co-branding merchandise also like with Maserati. So anywhere you can find your cabinet you
really find the true inspiration of something. And obviously theres a macro tendency thats going into
if it says Portafina or Hawaii, those are macro tendency fabrics and colours that we take from the
industry. So lets say next season they come pale colors or bright colours, we take that tendency and we
reengineer it with our own glasses to say well, if youre looking at this from the polo perspective then
here you have these three things that were inspired from macro tendency collection. Not sure if it.. does
that make sense.
Interviewer: Yes, it does.
Interviewee: Okay.
Interviewer: Can you tell me what the next seasons looks are like or are you still developing on this
season?
Interviewee: No, were developing on this season and next seasons, we have the more, we have
inspirations on India like the you can imagine the flavors, the windows, you know, the colors, the
theme. Were doing something on like the tropical sort of like the greens and the pale colours and there
will be more inspired collections on the accessory lines which were taking up from 15% to 25%, so you
will see more handbags, more shoes, actually, were developing the starter of a new shoe line thats
called Cortos and its being filled this next weekend I think with a lot of imagery and a production.
Interviewer: Whats the shoot like?
Interviewee: Actually, its inspired by a Polo boot and the way that the artisans use to build that and its
really close to how Italian shoemakers really, if you go back 200 years, hand sewing and everything. And
its a short boot that has a little zipper. Its like if you had the long boots for Polo, you had the central
zipper so that theres a storyboard and were filming a little trailer that the people that are riding or
playing polo then if they want to jump in a car and go to the next polo field, they use these Cortos. Its
like a shorter version of the polo boot.
Interviewer: How do I spell Cortos?
Interviewee: Its C-O-R-T-O-S.
Interviewer: Okay. And is it only for man or for women as well?
Interviewee: Only for men for starters but women will follow.
Interviewer: And when will this range come out? Release?
Interviewee: Thats gonna be in September.
Interviewer: This September?
Interviewee: Yea, were presenting most of these collections in Pitiluama (39:21), its gonna to be in
Italy. You know theres two trade shows really from the industry in fashion. Piti (39:28) is in June and in
January so this June well present this line.
Interviewer: Okay. Fantastic. Thank you so very much.
Interviewee: Oh, thank you for coming, Lauren.
Interviewer: No, no, no. Im glad to be able to see you again.
Interviewee: Maybe when is next time, I dont know.
Interviewer: I dont know and Im totally sold in La Martina brand. Im pretty sure youve already seen
the story but
Interviewee: I have seen it digitally but I havent had the true copy.
Interviewer: This is the story and this copy is for you.
Interviewee: Oh, thank you very much.