Duotone Magazine No. 06

“D/LAB combines technology and emotion.” Dr. Peter Lensker is a happiness researcher who studies consumer behavior and advises top companies on the topic of excellence at his Experience Leadership Institute. “Duotone D/LAB stands for high-end products. From a researcher’s point of view, there are two independent areas in the high-end market: high-tech and luxury. High-tech stands for technological innovations, novelties, absolute top quality that stands out. The best product with a wow effect, the best design and the best performance. This is where customers experience the value of the technological edge, the unique product excellence. The second area, luxury or premium, stands for the emotional side and for individuality in the sense of personality. People want something special from a strong brandwith deep roots and a clear value system. These values and the culture of the brand also radiate tocustomers in thismarket segment as individuals and strengthen their personality. They say to themselves: I am worth buying this. Porsche sports cars, Leica cameras and Bang &Olufsen sound systems, for example, combine high-tech with a sense of luxury. Duotone D/LAB products represent both: high-tech and premium. They combine these two strands in the best possible way - exceptional product excellence with personality, passion and emotion. As a happiness researcher, I can tell you fromcountless empirical studies: onlywhenaproduct combinesbothaspects, docustomershaveaperfectbrandexperience in the high-end sector.” Elevated expense for a premium product × Th e D/LAB raw material for kites, wings and sails is 6 times more expensive. × You need 50%more time for the whole production process. × A 100% visual inspection is required upon receipt of the material, as such an expensive material must be carefully checked for defects. × The material must be pre- treated before processing. × Each layer of Aluula must be cut individually, whereas conventional Dacron can be cut in ten layers. × Because it is a laminate, a different processing technique must be used. × Seam construction, reinforcement and processing are more complicated and time consuming due to the high strength of the material. There’s a certain confidence and peace of mind that comes from knowing that the D/LAB product is made with the best materials and technology. It just feels right in my hands - almost like an extension of me, ready to go. With the D/LAB products I feel more connected to the session. It takes less effort to make things happen because the gear is so responsive and easy to control. The session feels smoother, more fluid and less tiring. There’s a clear focus on the user experience that sets D/LAB apart. It’s the kind of product that tells a story of progress, innovation and passion for the sport. It’s not just about making something functional - it’s about making something that improves the way you experience the sport. Virginia Sunrise Sanchez, Head of Communications Pharma, Kiteboarder I havebeenwindsurfing since 1974andhave seen countless developments. The D/LAB boards are the crowning glory for me! I still have that crazy feeling when I was able to borrow a D/LAB board for the first time during a cold front on the Wolfgangsee in summer. It was like being struck by lightning. The performance, thedirect and loose feeling, but alwayswith full control. Itwas love at first sight. The next day I ordered my own D/LAB board. Leopold Schraml, Windsurfer For me the difference between an original wing and a D/LAB wing is like the difference between my cargo van andmy wife’s electric car. The van is great. It does everything I need. It carries a lot of boards, foils and wings and it’s a lot of fun. But the electric car is a complete joy to ride.  Ken Winner, Wing Designer 21 D / L A B DUOTONE