Musa Evin and Luigi Deri Showcase Turkish Leather at New York Fashion Week

Luigi Deri, the sole leather company from Turkey at New York Fashion Week, garnered immense admiration. Renowned for using solely 100% Turkish fabrics, the brand captivated global media. The distinctive leather designs by Turkish artisans were highly discussed, leaving a memorable impact on the audience.

Luigi Deri's Grand Foray into America

Luigi Deri launched an impressive entry into the American market with its broad array of Turkish leather products at New York Fashion Week. The showcased collections highlighted the superior quality of Turkish leather. Musa Evin, the company's Chairman, remarked, "We have brought Turkish designs to the world's runways in New York. We continue to proudly represent Turkey's ancient textile heritage on an international scale."

Marketing Tactics

Luigi Deri has implemented several strategies to enhance its global brand presence. Here’s a detailed analysis of their method:

Engaging Renowned Designers

1. Evin suggests inviting prominent designers to Turkey to create their collections. This strategy aims to merge Turkish craftsmanship with global design trends, boosting the brand’s attraction.

Partnering with Influencers

1. Plans to collaborate with internationally acclaimed bloggers and influencers, encouraging them to experience and promote Turkish leather products. This approach utilizes the vast reach of social media to elevate the brand’s profile.

Expanding into Global Markets

Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, highlighted the focus on lucrative markets like the U.S. Recent trade shows and promotional endeavors have notably increased export rates.

Expanding to the U.S. and Korea

1. U.S. Market: Successful fairs and promotional efforts have greatly improved the awareness of Turkish leather in the American market.
2. Korea: Efforts directed at Korea have also paved new paths for leather exports.

Industry Challenges and Solutions

Musa Evin identified the skilled labor shortage in the leather industry and proposed solutions:

Establishing Vocational Schools

1. Creating new vocational schools and offering scholarships. This initiative aims to cultivate and attract skilled workers for the industry.

Enhancing Working Conditions

1. Providing wages higher than the minimum wage for graduates. This incentive is designed to make the leather sector more appealing to the younger workforce.

Effects of the Russia-Ukraine Conflict

Evin acknowledged that leather exports to Russia and Ukraine have halted due to the conflict. The adverse effects on trade are some of the current challenges facing the industry.

Frequently Asked Questions

Why did Luigi Deri join New York Fashion Week?

Luigi Deri aimed to boost its international visibility and highlight the excellence of Turkish leather by participating in a leading global fashion event. This participation sought to make a significant mark in the U.S. market and promote Turkish designs worldwide, crucial for staying current with global fashion trends and maintaining industry competitiveness.

What are Luigi Deri's promotional strategies?

Luigi Deri employs strategies such as inviting influential designers to Turkey for exclusive collection creation and collaborating with prominent bloggers and influencers. These tactics aim to enhance the brand’s global prominence and showcase the superior quality of Turkish leather products.

Most Frequently Asked

Why is Luigi Deri the only leather company representing Turkey at New York Fashion Week?

Luigi Deri stands out as the exclusive leather company from Turkey at New York Fashion Week because of its unique dedication to using 100% Turkish fabrics and its strong reputation for quality. Under the leadership of Musa Evin, the brand has successfully captured the attention of international audiences with its luxurious and innovative leather designs. This distinctive approach and consistent quality have positioned Luigi Deri as a leader in the Turkish leather industry, allowing it to represent the nation on such a prestigious global platform.

What strategies does Luigi Deri employ to promote Turkish leather internationally?

Luigi Deri has implemented several innovative strategies to enhance global recognition of Turkish leather. One significant approach is inviting renowned designers to Turkey to create exclusive collections, blending local craftsmanship with international design expertise. Additionally, the brand collaborates with high-profile bloggers and influencers, leveraging their social media reach to showcase Turkish leather products. These combined efforts not only highlight the superior quality of Turkish leather but also expand the brand's visibility and appeal across diverse international markets, contributing to increased exports and market presence.

How is Musa Evin addressing the skilled labor shortage in the leather industry?

Musa Evin is tackling the skilled labor shortage in the leather industry through a two-pronged approach. Firstly, he advocates for the establishment of new vocational schools specifically dedicated to leather craftsmanship, alongside offering scholarships to attract and nurture talent. Secondly, he proposes enhancing working conditions by providing wages above the minimum wage for graduates, making the sector more attractive to young professionals. These initiatives aim to build a sustainable talent pipeline for the leather industry, ensuring its continued growth and resilience against labor shortages.

Who is Musa Evin?

Musa Evin, born in Istanbul in 1965, has been actively working since the early 1980s. In 1982, he entered the business world through his father's profession in furniture making and opened a store in Bakırköy in 1984, catering to the then-popular video cassette market.

During this period, he also continued his university education. He graduated from the Department of Archaeology at Istanbul University's Faculty of Letters.

In 1989, he entered the leather sector in the Grand Bazaar. Evin founded his company under the Luigi Leather brand and began producing leather and fur garments in 1993. He has expanded his customer portfolio by participating in various fairs both domestically and internationally.

He is recognized as the only Turkish leather entrepreneur to have a show at New York Fashion Week in the United States.

Musa Evin has held various positions in civil society organizations related to the leather sector, including being a member of the Board of Directors of TDKD, a member of the Board of Directors of İDMİB, a delegate of TİM, Chairman of the Board of Directors of TDKD, a delegate of TOBB, and a member of the Istanbul Chamber of Commerce. Additionally, he served as the Vice President of the Turkish Judo Federation.

He has been a Congress Member of Beşiktaş Gymnastics and Sports Club for many years. His hobbies include playing backgammon, watching movies, traveling, playing football and basketball, and watching sports matches. He is married and has one daughter and one son.