The renowned Turkish leather company, Luigi Deri, garnered significant acclaim at New York Fashion Week. Known for its exclusive use of 100% Turkish fabrics, the brand attracted considerable attention from international media. The bespoke leather creations by Turkish designers were among the most discussed at the event, leaving a memorable impact on the audience.
Luigi Deri's Bold American Initiative
Luigi Deri made a dynamic entry into the U.S. market, showcasing the finest Turkish leather designs at New York Fashion Week. Musa Evin, Chairman of the Board, expressed pride in bringing Turkish designs to such a prestigious international platform. He highlighted that the collections underline Turkey's ancient textile heritage, successfully represented on the global fashion stage.
Global Promotional Strategies
Luigi Deri employs multifaceted approaches to enhance its worldwide presence. Below are key strategies:
Engaging Renowned Designers
- Inviting influential designers to Turkey and offering them creative opportunities. This initiative aims to merge Turkish craftsmanship with global design trends, elevating the brand’s attractiveness.
Partnering with Influencers
- Collaborating with top-tier bloggers and influencers from around the world, inviting them to Turkey to experience and promote Turkish leather products. This strategy utilizes social media's vast reach to enhance brand visibility.
Extending Global Market Reach
Musa Evin, head of Gürsel Deri Tekstil Kuyumculuk, underscores targeting affluent markets like the U.S. He noted that recent fairs and promotional efforts have significantly increased export rates.
Expanding into the U.S. and Korea
- U.S. Market: Effective promotions and fair participations have heightened awareness and demand for Turkish leather.
- Korea: Dedicated initiatives in Korea have unlocked new opportunities for leather exports.
Addressing Sector Challenges
Musa Evin pointed out the scarcity of skilled labor in the leather industry and proposed solutions:
Establishing Vocational Schools
- Launching new vocational schools with scholarship programs. This plan aims to attract and nurture skilled labor essential for the industry.
Enhancing Working Conditions
- Providing graduates with above-minimum-wage salaries. This incentive is expected to make the sector more appealing to younger talent.
Impact of the Russia-Ukraine Conflict
Evin highlighted how leather exports to Russia and Ukraine have halted due to the ongoing war, severely impacting trade within the sector.
Common Inquiries
Why did Luigi Deri participate in New York Fashion Week?
Luigi Deri aimed to boost its international profile and highlight the quality of Turkish leather. Participation in such a prestigious event allows the brand to make a notable entry into the U.S. market while promoting Turkish designs on a global scale. It's crucial for staying abreast of global fashion trends and maintaining industry relevance.
What are Luigi Deri's promotional strategies?
Luigi Deri focuses on engaging top designers for exclusive collections and collaborating with influential bloggers. These strategies are designed to enhance the brand's global reputation and showcase the craftsmanship of Turkish leather.
How does Musa Evin address the skilled labor shortage?
Evin proposes establishing more vocational schools specifically for the leather industry and offering scholarships. Additionally, increasing wages above the minimum for graduates is expected to attract younger individuals to the sector, thus addressing the skilled labor shortage sustainably.
How does Musa Evin address the skilled labor shortage in the leather industry?
Musa Evin proposed practical solutions to tackle the skilled labor shortage within the leather industry. One of his primary suggestions was the establishment of new vocational schools dedicated to leather craftsmanship, supported by scholarship programs to attract students. Additionally, Evin recommended offering above-minimum-wage salaries to graduates, making the industry more appealing to young talent. These measures aim to nurture a new generation of skilled laborers, ensuring a sustainable workforce for the leather sector and maintaining the high standards of Turkish leather craftsmanship.
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.