The sole Turkish leather brand, Luigi Deri, received significant acclaim at New York Fashion Week. Renowned for its exclusive collections made from 100% Turkish fabrics, the brand captured immense attention from international media. Turkish designers' unique leather creations were among the most talked-about, leaving a lasting impression on the audience.

Luigi Deri's Strategic Push in the U.S. Market

Luigi Deri made a powerful debut in the U.S. market with its wide range of Turkish leather products. The collections at New York Fashion Week highlighted the superior quality of Turkish leather, captivating a global audience. Musa Evin, Chairman of the company, remarked, "We have brought Turkish designs to New York's runways, continuing to represent Turkey's rich textile heritage at a global level."

Promotional Campaigns

Luigi Deri has executed various strategies to enhance its global presence. Here's how they are promoting their brand:

Engaging Renowned Designers

1. Evin suggests attracting influential designers to Turkey to create their collections. This initiative is designed to fuse Turkish craftsmanship with international design expertise, boosting the brand’s allure.

Partnering with Influencers

1. Evin plans to collaborate with globally recognized bloggers and influencers, inviting them to Turkey to experience and showcase Turkish leather products. This strategy leverages social media’s extensive reach to heighten the brand’s visibility.

Expanding into Global Markets

Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, discussed the importance of targeting markets with high purchasing power, such as the U.S. Recent fairs and promotional efforts have notably increased export rates.

U.S. and Korean Market Focus

1. U.S. Market: Effective promotional activities and fair participation have substantially increased awareness of Turkish leather in the U.S.
2. Korea: Initiatives in Korea have also opened new channels for leather exports.

Addressing Industry Challenges

Musa Evin highlighted the skilled labor shortage in the leather industry and proposed solutions:

Establishing Vocational Schools

1. Setting up new vocational schools with scholarship programs. This initiative aims to attract and nurture skilled labor for the leather industry.

Improving Working Conditions

1. Offering wages above the minimum wage for graduates. Higher pay is expected to make the sector more attractive to young professionals.

Effects of the Russia-Ukraine Conflict

Evin pointed out that leather exports to Russia and Ukraine have halted due to the conflict. The adverse effects on trade remain a significant challenge for the sector.

Frequently Asked Questions

Why did Luigi Deri participate in New York Fashion Week?

Luigi Deri aimed to enhance its international presence and showcase the quality of Turkish leather. By participating in one of the world's premier fashion events, the brand sought to establish a strong foothold in the U.S. market and promote Turkish designs globally. Engaging in such events is vital for staying abreast of global fashion trends and ensuring industry competitiveness.

What are Luigi Deri's promotional strategies?

Luigi Deri employs strategies such as attracting top designers to Turkey for exclusive collections and collaborating with prominent bloggers and influencers. These tactics are designed to amplify the brand's global visibility and emphasize the superior quality of Turkish leather products.

What are Musa Evin's solutions to the skilled labor shortage?

Musa Evin proposes opening more vocational schools specific to the leather sector and offering scholarships. Additionally, by providing wages above the minimum wage to graduates, the industry can draw young talent, offering a sustainable solution to the skilled labor shortage.

Most Curious About

Why is Luigi Deri considered unique in the fashion industry?

Luigi Deri stands out in the fashion industry due to its exclusive use of 100% Turkish fabrics and innovative leather designs. The brand's participation in prominent events like New York Fashion Week has helped it gain international acclaim. Their approach of blending traditional Turkish craftsmanship with contemporary fashion trends sets them apart. Furthermore, their strategic collaborations with renowned designers and influencers solidify their unique position in the market, enhancing their global visibility and appeal.

What are the key strategies for Luigi Deri's global promotion?

Luigi Deri employs several key strategies for global promotion, including attracting famous designers to Turkey and collaborating with high-reach influencers. By inviting designers to create exclusive collections using Turkish leather, the brand merges local craftsmanship with global design perspectives. Partnering with influential bloggers and social media personalities helps them leverage broad online reach, boosting brand recognition. These strategies collectively aim to highlight the superior quality of Turkish leather products and elevate Luigi Deri's standing in the international fashion arena.

What solutions has Musa Evin proposed to combat the labor shortage in the leather industry?

Musa Evin has addressed the leather industry's skilled labor shortage by suggesting two primary solutions. First, he proposes the establishment of new vocational schools with scholarship programs to attract and train young talent specifically for the sector. Second, he advocates offering wages above the minimum wage to graduates entering the leather industry. These measures aim to make the sector more appealing to youth, ensuring a sustainable influx of skilled professionals and addressing the ongoing labor shortage effectively.

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.