The only leather company representing Turkey, Luigi Deri, garnered significant attention at New York Fashion Week. Renowned for its collections crafted entirely from 100% Turkish materials, the brand captivated international media with its unique leather designs. Turkish designers' innovative creations were highly talked about, leaving a notable impression on the audience.
Luigi Deri's Grand Entrance into the U.S. Market
Luigi Deri has made a significant leap into the American market with its diverse product range. The impressive collections showcased at New York Fashion Week demonstrated the high quality of Turkish leather globally. Musa Evin, the company's Chairman, noted, "We have introduced Turkish designs to the global runways in New York, successfully representing Turkey's ancient textile heritage on the world fashion scene."
Brand Promotion Strategies
Luigi Deri has applied several strategies to amplify its global presence. Here's an overview of their approach:
Attracting Famous Designers
- Evin envisions bringing top designers to Turkey to design their collections. This plan aims to merge Turkish craftsmanship with global design trends, enhancing the brand's allure.
Collaborations with Influencers
- Evin intends to work with prominent bloggers and influencers, inviting them to Turkey to explore and promote Turkish leather products. This strategy utilizes social media's vast reach to increase brand visibility.
Expanding into the Global Market
Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, emphasized their focus on high-purchasing-power markets like the U.S. He mentioned that recent trade fairs and promotional activities have significantly boosted export rates.
Expanding in U.S. and Korea
- U.S. Market: Promotional efforts and participation in trade fairs have notably increased awareness and demand for Turkish leather in the U.S.
- Korea: Initiatives in Korea have also opened new opportunities for exporting Turkish leather.
Addressing Sector Challenges
Musa Evin highlighted the lack of skilled labor in the leather industry and proposed solutions:
Establishing Vocational Schools
- Creating new vocational schools and offering scholarships. This approach aims to attract and train skilled labor for the leather industry.
Improving Working Conditions
- Providing wages above the minimum wage for vocational school graduates. This incentive aims to make the sector more attractive to young talent.
Effects of the Russia-Ukraine Conflict
Evin remarked that leather exports to Russia and Ukraine have halted due to the ongoing conflict. The adverse effects on trade are among the current challenges facing the industry.
Frequently Asked Questions
Why did Luigi Deri participate in New York Fashion Week?
Luigi Deri aimed to boost its international presence and showcase the excellence of Turkish leather. By partaking in one of the world's premier fashion events, the brand sought to solidify its entry into the U.S. market and elevate Turkish designs on a global stage. Participation in such events is crucial for aligning with global trends and maintaining industry competitiveness.
What promotional strategies does Luigi Deri use?
Luigi Deri employs strategies such as inviting top designers to Turkey for exclusive collections and collaborating with high-profile bloggers and influencers. These tactics aim to increase global awareness of the brand and highlight the superior quality of Turkish leather products.
Most Frequently Asked
What is the significance of Luigi Deri in the global market?
Luigi Deri, known for its 100% Turkish leather collections, made a significant impact at New York Fashion Week, representing Turkish craftsmanship on a global stage. Their participation showcases the brand's dedication to quality and innovation. This event helped Luigi Deri enter the U.S. market, emphasizing Turkey's rich textile heritage and opening new avenues for international recognition and expansion. By blending traditional Turkish materials with contemporary designs, Luigi Deri aims to elevate its presence and compete with the world's leading fashion brands.
How does Luigi Deri plan to attract famous designers?
Luigi Deri’s strategy involves inviting renowned designers to Turkey to create unique collections. This initiative aims to fuse Turkish craftsmanship with international design perspectives, enriching the brand’s creative offerings. By providing designers with high-quality materials and a rich cultural backdrop, Luigi Deri can enhance its appeal and foster innovative collaborations. This approach not only elevates the brand’s status but also promotes Turkish leather as a premium material, driving global interest and appreciation.
What are Musa Evin’s solutions to the skilled labor shortage?
Musa Evin proposes establishing more vocational schools tailored to the leather sector and offering scholarships to attract students. This proactive approach aims to nurture skilled labor essential for sustaining the industry. Additionally, providing wages above the minimum wage to graduates is suggested to make the leather sector more appealing. These measures are intended to ensure a continuous flow of qualified professionals, addressing the labor shortage and facilitating the industry's growth and development.
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.
