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The singular leather brand from Turkey, Luigi Deri, garnered immense praise at New York Fashion Week. Renowned for its collections crafted entirely from 100% Turkish fabrics, the brand caught significant attention from international media. The unique leather creations by Turkish designers stood out at the show, making a memorable impact on the audience.
Luigi Deri's Bold Entry into the U.S. Market
Luigi Deri has launched a compelling foray into the U.S. market, presenting an extensive array of products from the Turkish leather industry at New York Fashion Week. The showcased collections displayed the exceptional quality of Turkish leather on a global stage. Musa Evin, Chairman of the Board, emphasized, "We have brought Turkish designs to the world's runways in New York, continuing our legacy of representing Turkey's ancient textile heritage on the international fashion scene."
Strategic Promotions
Luigi Deri has implemented diverse promotional strategies to enhance its global presence. The following sections break down their methods:
Engaging Top Designers
- Evin's initiative to bring influential designers to Turkey, allowing them to create their collections. This approach aims to merge Turkish craftsmanship with global design perspectives, thereby amplifying the brand's charm.
Partnering with Influencers
- Evin plans collaborations with world-famous bloggers and influencers, inviting them to Turkey to experience and promote Turkish leather products. This strategy utilizes the vast reach of social media to increase the brand's visibility.
Expanding Global Markets
Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, underlined the importance of targeting markets with high purchasing power, such as the U.S. He highlighted that recent fairs and promotional activities have significantly boosted export rates.
Market Focus: U.S. and Korea
- U.S. Market: Effective promotional efforts and participation in fairs have significantly raised the awareness of Turkish leather in the U.S.
- Korean Market: Focused initiatives in Korea have opened new pathways for leather exports.
Addressing Sector Challenges
Musa Evin identified the skilled labor shortage in the leather industry and proposed viable solutions:
Training through Vocational Schools
- Launching new vocational schools and providing scholarships. This strategy is designed to attract and nurture skilled workers for the leather sector.
Improving Working Conditions
- Offering wages higher than the minimum wage to graduates. This incentive aims to make the industry more appealing to young talents.
Russian and Ukrainian Trade Impact
Evin noted that leather exports to Russia and Ukraine have halted due to the ongoing war, significantly affecting trade in the sector.
Frequently Asked Questions
Why did Luigi Deri Participate in New York Fashion Week?
Luigi Deri aimed to heighten its international profile and exhibit the quality of Turkish leather. By taking part in one of the world's foremost fashion events, the brand sought to make a striking entry into the U.S. market and promote Turkish designs globally. Engaging in such high-profile events is crucial for staying aligned with global fashion trends and maintaining industry competitiveness.
What are Luigi Deri's Promotional Tactics?
Luigi Deri's strategies include inviting top designers to Turkey to craft exclusive collections and partnering with influential bloggers and social media figures. These tactics are intended to enhance the brand’s global recognition and underline the superior quality of Turkish leather products.
How is Musa Evin Addressing the Skilled Labor Shortage?
Musa Evin advocates for the establishment of more vocational schools dedicated to the leather industry and offering scholarships. Additionally, providing wages above the minimum wage could attract and retain young talent, presenting a sustainable solution to the skilled labor shortage.
Most Frequently Asked
What is Luigi Deri's Significance in New York Fashion Week?
Luigi Deri holds a pivotal role at New York Fashion Week, representing Turkey with its unique leather creations. The brand is acclaimed for its use of 100% Turkish fabrics, attracting international media attention. By showcasing at such a prestigious event, Luigi Deri not only elevates its own profile but also highlights the quality of Turkish leather on a global scale. This participation underscores the brand's commitment to blending Turkish textile heritage with modern design, leaving a lasting impression on the fashion industry.
Why Did Musa Evin Focus on the U.S. Market?
Musa Evin targeted the U.S. market due to its high purchasing power and significant impact on global fashion trends. Participation in events like New York Fashion Week serves as a strategic move to introduce Turkish leather to a broader audience. Evin's goal is to enhance international recognition and increase exports. The U.S. market offers immense opportunities for growth, making it a logical focus for expanding Luigi Deri's global reach. Through targeted promotions and exhibitions, Evin aims to solidify the brand's presence in this lucrative market.
How is Luigi Deri Addressing the Skilled Labor Shortage?
Musa Evin addresses the skilled labor shortage in the leather industry by proposing the establishment of new vocational schools. These institutions would focus specifically on leather craftsmanship, and offer scholarships to attract young talent. Additionally, Evin suggests offering graduates wages higher than the minimum wage, making the profession more appealing. This dual approach not only provides immediate solutions but also ensures a sustainable influx of skilled workers. Such initiatives are crucial for maintaining the high standards of Turkish leather production, essential for the brand's continued success.
What Are Luigi Deri's Strategies for Global Market Expansion?
Luigi Deri employs several strategies to expand its global market reach. Key among these is engaging top designers and inviting them to Turkey to create exclusive collections, blending international design with Turkish craftsmanship. Additionally, the brand collaborates with influential bloggers and social media figures, leveraging their broad reach to promote Turkish leather. These tactics aim to enhance brand visibility and recognition worldwide. By participating in international fashion events and focusing on markets like the U.S. and Korea, Luigi Deri is strategically positioning itself as a global leader in leather fashion.
How Did the Russia-Ukraine War Affect Turkish Leather Exports?
The Russia-Ukraine war has severely impacted Turkish leather exports, particularly to these two countries. Musa Evin notes that leather trade with Russia and Ukraine has ceased entirely due to the conflict. This disruption poses significant challenges for the leather sector, affecting overall trade and export dynamics. The halt in exports has forced companies like Luigi Deri to reconsider their market strategies and explore alternative regions to compensate for the loss. Despite these challenges, the brand continues to focus on expanding its presence in more stable and high-purchasing power markets like the U.S. and Korea.
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.