CMO of Pigu.lt Ernestas Kačerauskas says that clothing is one of the most popular categories in e-commerce. The number of new storefronts with such assortments has been rising, and lately sales of underwear and sock have also been growing: “We have observed that customers are becoming increasingly courageous. What they were initially inclined to see live, try on and purchase in physical stores, they now willingly place in their shopping carts and buy-in e-stores. Size charts, descriptions and customer reviews and comments greatly aid in this,” he says.
Successful steps by D.MO
With new and already recognised names joining the Pigu.lt shopping centre on the Internet, the assortment of underwear and socks was supplemented by the brand name D.MO that famous Lithuanian basketball player Donatas Motiejūnas created alongside the century-old Sparta factory. The collection of 12 pairs of underwear and 9 pairs of socks is notable for its colourful and modern designs.
According to D. Motiejūnas, Sparta has earned and maintained its name over 100 years as a producer of quality textiles and socks, and in order to show for contemporary youth, quality and reliability remain priorities, he confidently chose this producer for the production of his line.
“As I am relatively young, a youthful style, freedom of movement and convenience are especially important to me. At the same time, I wanted more vivid colours, so that not only conservative customers, but also courageous customers who follow fashion trends and enjoy an exclusive style, would be able to find something matching their tastes,” D. Motiejūnas says, showing that he is not planning to limit himself to just a single collection, and has new ideas with Sparta.
Strategic decision to enter e-retail
According to D. Motiejūnas, online shopping is an essential part of his life. “Prior to purchasing, I first look at the comments, reviews, the ratio of price to quality. You don’t need to drive, or find someone to ask, it’s just easier online,” the basketball player says, adding that he purchases socks and underwear online himself. That said, the 2.13m tall sportsman struggles to find goods of his size in traditional retail stores.
In response to market demand alongside Sparta, Donatas Motiejūnas have jointly created the D.MO collection and together entered e-retail.
“With the owners of Sparta changing a year ago, we have begun a new stage. We feel that we have a vast potential to expand in both our assortment and the scope of our sales. The D.MO collection allows us to stand out in the Lithuanian market. We have had an excellent start with it on the Pigu.lt internet sales platform, and we hope for continued successful cooperation and expansion into other Baltic markets,” Tomas Tumynas, the director of UAB Sparta Textile, says.
Having returned to Lithuania from China, D. Motiejūnas says that he has long become accustomed to shopping without stepping foot outside of the home, and is confident in the future of e-retail. To stay in shape, he recently purchased an exercise bike trainer from Pigu.lt, and he has also purchased other equipment, happy that his D.MO collection can be easily purchased on the Pigu.lt online shopping centre both on its website and mobile app.
