The only leather company representing Turkey, Luigi Deri, received tremendous praise at New York Fashion Week. Known for collections made entirely from 100% Turkish fabrics, the brand captivated significant attention from international media. The unique leather creations by Turkish designers were among the most discussed at the show, leaving a lasting impression on the audience.
Luigi Deri's Grand American Offensive
Luigi Deri made a bold entry into the U.S. market with its extensive range of products from the Turkish leather industry. The collections presented at New York Fashion Week showcased the exceptional quality of Turkish leather to the world. Musa Evin, Chairman of the Board, stated, "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 globally. Here's a breakdown of their approach:
Attracting Famous Designers
- Evin proposes bringing influential designers to Turkey and offering them the chance to create their collections. This strategy aims to blend Turkish craftsmanship with international 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 experience and showcase Turkish leather products. This tactic leverages the broad reach of social media to boost the brand's visibility.
Global Market Expansion
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.
U.S. and Korea Expansion
- U.S. Market: Successful promotional activities and participation in fairs have considerably raised awareness of Turkish leather in the U.S.
- Korea: Initiatives focused on Korea have also opened new avenues for leather exports.
Sector Problems and Solutions
Musa Evin identified the skilled labor shortage in the leather sector and offered solutions:
Vocational Schools
- Opening new vocational schools and providing scholarships to students. This approach aims to attract and develop skilled labor for the industry.
Working Conditions
- Offering wages above the minimum wage to graduates. This incentive is expected to make the sector more appealing to young talents.
Impact of the Russia-Ukraine War
Evin noted that leather exports to Russia and Ukraine have ceased due to the war. The negative impacts on trade are among the challenges currently facing the sector.
Frequently Asked Questions
Why did Luigi Deri participate in New York Fashion Week?
Luigi Deri aimed to increase its international recognition and showcase the quality of Turkish leather. By participating in one of the world's leading fashion events, the brand sought to make a strong entry into the U.S. market and promote Turkish designs globally. Engaging in such events is crucial for keeping up with global fashion trends and maintaining industry competitiveness.
What are Luigi Deri's promotional strategies?
Luigi Deri has adopted strategies like bringing influential designers to Turkey to create exclusive collections and collaborating with high-reach bloggers and influencers. These tactics aim to boost the brand's global recognition and highlight the quality of Turkish leather products.
What are Musa Evin's solutions to the skilled labor shortage?
Musa Evin suggests opening more vocational schools specific to the leather sector and providing scholarships. Additionally, offering wages above the minimum wage to graduates could attract young people to the industry, providing 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.