Martina Tutić embarked on an unknown journey in 2013 by developing her brand. Today, she has six employees, stores in Zagreb, Zadar, Mali Lošinj, and soon in Dubrovnik. She plans to open more stores, and in April she will launch an online store.
Girls, women, and ladies have unmistakably discovered LuLu Couture, a Croatian fashion brand that quickly soared to stardom on social media. This is evidenced by more than 22,000 fans on Facebook and 15,000 on Instagram who can no longer live without airy romantic dresses, skirts, shirts, and tunics, or perhaps without the irresistible ruffles, the trademark of LuLu Couture. Entrepreneur Martina Tutić ventured into the unknown in 2013 by developing her brand, and today she has six employees, stores in Zagreb, Zadar, Mali Lošinj, and soon in Dubrovnik. She plans to open more stores, including one in the center of Zagreb, and in April she will launch a website with an online store that she hopes will present Lulu Couture even more and better to Croatia and the world. They also have many clients in neighboring countries, and social media has opened those doors wide.
– I cannot say that we expected this; it simply happened. The main reason I would cite is our clothing that women love and feel good in. LuLu Couture is actually a true representative of fashion in the age of the internet. As much as it has helped us expand our business, develop our brand, and conquer markets and customers, it sometimes also hinders us. Everything happens very quickly; we are online 24/7, and it is hard to keep up with everything. Yes, it is hard to say that I expected success; I still do not think I have succeeded. I have so many plans and desires in this business that success is a very relative term for me. I work by feeling, pay attention to the numbers, listen to the advice and wishes of clients, which has proven to be a winning combination so far, explains Martina.
Feminine Minimalism
She named the LuLu brand after the initials of her children, Luka and Lucija, and Couture has always sounded charming, fashionable, and somehow perfectly suited to LuLu. She agrees that for our circumstances, it is a rapid success, but that growth is also a challenge. Without a husband with work experience in large companies, the business involving numbers, planning, pricing, production contracting, timely delivery, and customer contracting would not be feasible. For Martina, it was therefore important that she could focus on design and marketing, which go hand in hand in this business. A turning point for production was the opening of a ‘showroom’ in Ilica, Zagreb. Part of it has been repurposed for sewing smaller series and designer models, while for larger series above 100 pieces, additional sewing services are used. Martina emphasizes that their trademark – ruffles on dresses and tunics, suit all women and every body shape, giving a note of lightness and youth. They exude romance, and in the new collection, they are incorporated more minimally, which they have coined as ‘feminine minimalism’.
– For that to be the case, the clothing must be very elegant and above all of top quality. This way, it will highlight the best in the woman who will feel comfortable and unrestrained while wearing it. Freedom of movement is important to us because we know how much a modern woman’s roles change in a single day. From a mother who runs and takes children to kindergarten and school to a businesswoman who rushes to meetings and whose day often ends with some event or gathering. Unfortunately, today we are overwhelmed by mass industrial design, that is, by a few leading brands of high street fashion. In such a market situation, it is hard to stand out and be special, and LuLu Couture clothing offers just that, claims Martina.
Linen and Denim for Comfort
The line always features bestsellers in various materials, depending on the season, such as the Ella, Lisa, and Dora dresses, which are eternal everyday pieces that complement the wardrobe of every fashion-conscious girl and woman in several colors. Seasonal collections of unique pieces for various occasions are inevitable, so for spring and summer this year, LuLu offers shirt-dresses ideal for wearing with jeans or fine cotton trousers, as well as silk dresses for festive occasions. However, for fearless fashion lovers, they can also serve as an ideal combination for drinks in the city or a ‘date’ when paired with favorite sneakers and a leather jacket. The new collection, emphasizes Martina, exudes comfort and movement in all life situations. Therefore, linen and denim materials have been used, pliable and soft so that they are not felt on the skin, paired with tunics, shirts, or dresses. The colors of the collection are seasonal, now present in nature, such as the blue of the spring sky and the pink bloom of almonds. There are many neutral colors, beige, brown, and brick, but classic gray and black are indispensable. They anticipated that their lace pieces with bare shoulders would be bestsellers for leisure, while denim and white tunic shirts are desirable multipurpose pieces from morning to night.
