There are many clothing and textile companies of various sizes and types in Lithuania. Some of them are of Lithuanian capital, others develop their activities with the help of foreign partners and their experience. We will review the path of LATIA Export Development cluster companies in Lithuania. One of them is "Dizaino vėjas" MB. We invite you to read an interview with the company's director Gintare Jurašyte-Šukiene.
How was your company established?
Our company was established a few years ago in small steps starting with small capsule collections of a women’s clothing line to collections for international markets reaching up to 140 styles per collection.
Have you changed production over time?
The production, of course, has changed, because with the improvement, increase of experience, learning certain lessons, skills and competences are reinforced. As a joke, one can say that intuition also plays a role in this. And all this dictates the rules of where to move.
In which markets are your customers located?
In Italy, Greece, France.
What observations do you have about different markets? Maybe in some markets some
products are more popular, whereas other products are more popular in other markets? Perhaps you notice some cultural differences in the development of activities in different countries?
Cultural differences are huge. The Italian market prefers bright colours, "prints", whereas the taste of French customers is very sophisticated, special attention is paid to the quality of the fabric. Greeks are particularly fond of breathable fabrics such as linen.
In which markets are you looking to expand?
To France, Germany.
Why is it important to export and participate in a cluster?
We are a Lithuanian company and, unfortunately, we are not a big country, so we are limited in terms of development, and in order to develop and expand, we must be accessible and visible in other countries as well.
What are your future plans?
To focus more on natural, recycled fabrics, to create longer-lasting products in a stylistic sense.
How do you see the Lithuanian clothing and textile market?
It is rich in talented people, but the market itself is very small and narrow if we are not talking about exports.
What do you think would be the recipe for success in this market?
To be visible internationally.
How do you assess the European, global clothing and textile market?
A unique and unrepeatable market, as well as the history of all the countries in it, opening opportunities for different things, different needs.
How is this industry developing in general?
This industry is vibrant and dynamic, influenced by different cultures. At the same time, there is a movement due to recent events. So far, it is difficult to define where things will turn. Let’s say there is a strong demand for fast fashion in countries like Italy, but Germany focuses on natural fabrics, not so fast-changing fashion, outpouring, durability. In fact, it is very difficult to assess at the moment, as this industry is currently undergoing significant changes.