Luigi Deri Brings Turkish Flair to New York Fashion Week with Musa Evin

Luigi Deri, the only leather company representing Turkey, received exceptional acclaim during New York Fashion Week. Renowned for using 100% Turkish fabrics, the brand garnered significant attention from the international media. The innovative leather creations by Turkish designers were some of the most talked-about highlights at the event, leaving a substantial and lasting impression on the audience.

Luigi Deri's Bold Entrance into the U.S. Market

Luigi Deri made a significant impact on the American market with its diverse product line from the Turkish leather industry. The collections showcased at New York Fashion Week demonstrated the extraordinary quality of Turkish leather to a global audience. Musa Evin, the Chairman of the Board, remarked, "We have brought Turkish designs to the world's runways in New York. We continue to represent Turkey's ancient textile heritage successfully on the global fashion stage."

Strategic Brand Promotion

Luigi Deri has implemented several strategies to boost its global brand awareness. Here is a detailed look at their promotional tactics:

Engaging Renowned Designers

1. Bringing influential designers to Turkey and providing them with the opportunity to create collections. This strategy is designed to merge Turkish craftsmanship with global design perspectives, thereby increasing the brand's appeal.

Partnering with Influencers

1. Collaborating with famous bloggers and influencers and inviting them to Turkey to experience and showcase Turkish leather products. This approach utilizes the extensive reach of social media to enhance the brand's visibility.

Expanding Internationally

Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, emphasized the importance of targeting markets with significant purchasing power like the U.S. Recent fairs and promotional activities have led to a notable increase in export rates.

Focusing on the U.S. and Korea Markets

1. U.S. Market: Through effective promotional activities and participation in fairs, awareness of Turkish leather has considerably grown in the U.S.
2. Korea: Strategic initiatives in Korea have also created new opportunities for leather exports.

Addressing Sector Challenges

Musa Evin highlighted the issue of skilled labor shortages in the leather sector and suggested potential solutions:

Establishing Vocational Schools

1. Creating new vocational schools and offering scholarships. This initiative aims to attract and nurture skilled labor within the industry.

Enhancing Working Conditions

1. Providing wages above the minimum wage for graduates. This incentive is designed to make the sector more appealing to young professionals.

Impact of the Russia-Ukraine Conflict

Evin noted that leather exports to Russia and Ukraine have halted due to the ongoing war. The negative effects on trade represent one of the significant challenges facing the sector.

Frequently Asked Questions

Why did Luigi Deri Participate in New York Fashion Week?

Luigi Deri participated to increase international recognition and showcase the superior quality of Turkish leather. By being part of one of the world’s premier fashion events, the brand aimed to establish a strong presence in the U.S. market and promote Turkish designs globally. Participating in such events is vital to stay updated with global fashion trends and maintain industry competitiveness.

What are Luigi Deri's Promotional Strategies?

The brand employs strategies such as inviting influential designers to Turkey to create exclusive collections and collaborating with high-reach bloggers and influencers. These efforts aim to enhance global recognition and spotlight the quality of Turkish leather products.

What Solutions Does Musa Evin Propose for the Skilled Labor Shortage?

Musa Evin recommends establishing more vocational schools specific to the leather sector and offering scholarships. Additionally, providing wages above the minimum wage to graduates could attract more youth to the industry, offering a sustainable solution to the skilled labor shortage.

Most Frequently Asked

Why is Luigi Deri considered unique in the fashion industry?

Luigi Deri stands out in the fashion industry for its exclusive use of 100% Turkish fabrics and unique leather creations. The brand's ability to blend traditional Turkish craftsmanship with modern design sensibilities has made it a favorite among international media and fashion enthusiasts. Its prominent presence at high-profile events like New York Fashion Week highlights its commitment to showcasing Turkish textile heritage on a global stage. These elements contribute to Luigi Deri's reputation for quality, innovation, and its deep-rooted connection to Turkey's rich textile history.

How has Musa Evin contributed to Luigi Deri's global success?

Musa Evin, Chairman of Luigi Deri, has been instrumental in propelling the brand to international acclaim. His strategic vision includes participating in prestigious global events, like New York Fashion Week, and implementing innovative promotional strategies. By fostering collaborations with influential designers and leveraging social media through partnerships with high-reach bloggers and influencers, Musa Evin has significantly boosted the brand's visibility. His initiatives to address industry challenges, such as skilled labor shortages, through vocational education and improved working conditions, further underpin his commitment to sustaining Luigi Deri's growth and reputation.

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.