Biljana Jovanovic, the owner of Luna company - We can compete with world brands

(Biljana Jovanovic)

Why would something produced abroad be more quality and thus more expensive than the things produced in our country? Instead of supporting domestic production by buying products made in Serbia, one part of our citizens believes that everything domestic can never be of equal or better quality than what is made abroad, says the owner of the fashion company Luna, Biljana Jovanovic, in her interview for eKapija.

And while the domestic textile industry lags behind new, foreign brands, during the last couple of years, Luna has been generating production growth of even 25%.

eKapija: We have come to an end of 2013. How satisfied are you with the Luna business this year?

- Since its set up in 1990, for twenty three years now, the Luna fashion company has been going a step forward. At the end of each year, the management of Luna sets itself higher objectives for the year to come. Regardless of all the circumstances we run business in, I can say I am satisfied with the results the Luna fashion company achieved in 2013. I am most proud of more than 135 employees who work today in our business system, a large number of them has been with Luna for more than 15 years. Relations with the staff are based on trust which represents the stability pillar of the Luna fashion company.

Today, apart from production complete range of wardrobe for a business woman, Luna is operating also through the chain of exclusive retail outlets at the most attractive locations in: Maribor, Rogaska Slatina, NoviSad, Beograd, Pozarevac, Cacac, Leskovac, Kragujevac, Podgorica, Budva, Bjeljina, Oslo and Bratislava.

eKapija: It is obvious that during the recent years you have been expanding its business to foreign markets? What countries are involved?

- The objective and the strategy of the Luna company is constant expansion to other markets. Luna is a brand known first of all for its quality and constant in its target group. It is true that during the recent years, Luna significantly expanded its business to foreign markets and thus became an international brand. As export-oriented company, Luna is today exporting over 40% of its products. As I have mentioned, our designs are present at the markets of Slovenia, Croatia, Montenegro, Bosnia and Herzegovina, Macedonia,Norway and Slovakia, apart from Serbia.

eKapija: Where do materials you use come from?

- Having in mind that for Luna, the quality of produced garments comes first, this is how we choose suppliers for materials we made our clothes of. We supply from all over the world. Since we visit world fairs which promote the latest, not only fashion trends but also the newest materials products are made of, we are trying that our suppliers are always those which can provide us top quality continuously and at any moment.

eKapija: How are you fighting the attitude that if something is our production cannot be as expensive as world-famous brands? In fact, do you encounter this kind of prejudice?

- Unfortunately, I do encounter that attitude which I cannot understand. Why would something produced abroad be more quality and thus more expensive than the things produced in our country? I think it is only a prejudice which exists and which has no grounds. Instead of supporting domestic production by buying products made in Serbia, one part of our citizens believes that everything domestic can never be of equal or better quality than what is made abroad. We would like to invite all of you to Luna and see the opposite for yourself – the fact that wardrobe made in Serbia can definitely compete with the one produced in the world.

eKapija: You are active at the Association of business women. In which direction should business environment in Serbia change so that female entrepreneurship would make progress?

-Women in Serbia should be encouraged to deal with entrepreneurship and to start their own business because in our environment there is really space for a large number of successful women whom I met thanks to the Association of business women. They are not only educated but also brave women who are not afraid to deal with the set up and development of their own business. It is particularly important in the time of a high unemployment rate because this way, every woman-entrepreneur would, not only provide a job for herself, but for a few people more which is, you have to admit, a huge thing.

eKapija: What are fashion trends for the upcoming season (winter 2013/2014) which the Luna fashion company recommends?

- Luna’s winter collections and the Luna brand itself are known for coats and they are present in every group of collection in all sizes,models, designs in order to meet the needs of our dear customers.

In winter collection of 2013/2014, beige and sand color tones in different combinations and material dominate: velour, viscose, fur, knit, lace.Therefore, we split winter collection in three groups.

Options for combinations, even during winter period, are numerous: from business elegance to red carpet. It is up to ladies to choose and the Luna sales team is at their disposal for all the information,consulting and potential corrections.

eKapija: What are business plans of Luna for the upcoming period?

- We are planning to grow slowly but surely. We are still planning expansion to world markets but first of all to be a synonym for elegance for the ladies in Serbian and in the world. We want to make them feel more secure,more satisfied and more seducing in Luna models because their satisfaction motivates us more to become better and more successful in the upcoming year just as in any other following year.

J.DJ.