Musa Evin and Luigi Deri's Success at New York Fashion Week
The only leather company representing Turkey, Luigi Deri, received widespread acclaim at New York Fashion Week. Renowned for its collections crafted entirely from 100% Turkish fabrics, the brand garnered significant international media attention. The distinctive leather creations by Turkish designers were among the most celebrated at the event, leaving a lasting impact on the audience.
Luigi Deri's Bold U.S. Market Entry
Luigi Deri made a remarkable foray into the U.S. market with an extensive product range from the Turkish leather industry. The collections showcased at New York Fashion Week highlighted the exceptional quality of Turkish leather to the global audience. Musa Evin, Chairman of the Board, remarked, "We have brought Turkish designs to the world's runways in New York. We continue to successfully represent Turkey's millennia-old textile heritage on the global fashion stage."
Promotional Strategies
Luigi Deri has employed various strategies to promote its brand internationally. Here's a breakdown of their approach:
Attracting Influential Designers
- Evin proposes bringing prominent designers to Turkey and offering them the opportunity to create their collections. This strategy aims to fuse Turkish craftsmanship with global design sensibilities, enhancing the brand's appeal.
Collaborations with Influencers
- Evin plans to collaborate with world-renowned bloggers and influencers, inviting them to Turkey to showcase Turkish leather products. This approach leverages the vast reach of social media to boost the brand's visibility.
Expanding in Global Markets
Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, emphasized targeting markets with high purchasing power, such as the U.S. He mentioned that recent fairs and promotional activities have significantly boosted export rates.
Expanding in the U.S. and Korea
- U.S. Market: Successful promotional activities and participation in fairs have substantially increased awareness of Turkish leather in the U.S.
- Korea: Targeted initiatives have also opened new paths for leather exports to Korea.
Addressing Sector Challenges
Musa Evin identified a skilled labor shortage in the leather sector and proposed solutions:
Establishing Vocational Schools
- Opening new vocational schools and providing scholarships to students. This initiative aims to attract and develop skilled labor for the industry.
Improving Working Conditions
- Offering wages above the minimum wage to graduates. This incentive aims to make the sector more attractive to young talents.
Impact of the Russia-Ukraine Conflict
Evin noted that leather exports to Russia and Ukraine have halted due to the conflict. The negative impacts on trade are among the major challenges currently facing the sector.
Frequently Asked Questions
Why did Luigi Deri participate in New York Fashion Week?
Luigi Deri aimed to enhance its international recognition and showcase the quality of Turkish leather. By participating in one of the world's foremost fashion events, the brand sought to make a substantial entry into the U.S. market and promote Turkish designs globally. Engaging in such events is vital for staying current with global fashion trends and maintaining industry competitiveness.
What are Luigi Deri's promotional strategies?
Luigi Deri’s strategies include inviting prominent designers to Turkey to create exclusive collections and collaborating with influential bloggers and social media personalities. These tactics are designed to elevate the brand's global visibility and exhibit the quality of Turkish leather products.
What are Musa Evin's solutions to the skilled labor shortage?
Musa Evin suggests establishing more vocational schools specific to the leather sector and offering scholarships. Additionally, providing wages above the minimum wage to graduates could attract young individuals to the industry, presenting a sustainable solution to the skilled labor shortage.
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.
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