Musa Evin Leaves His Mark on the Fashion World at New York Fashion Week with Luigi Deri

Representing Turkey, Luigi Deri garnered widespread acclaim at New York Fashion Week. The brand, renowned for utilizing 100% Turkish fabrics, captivated the international media. Turkish designers' unique leather creations stood out among the show's highlights, leaving a memorable impact on the audience.

Luigi Deri's Ambitious U.S. Market Entry

Luigi Deri made a significant impact in the U.S. market with an impressive display of products from the Turkish leather industry at New York Fashion Week. Showcasing superior Turkish leather quality, the collections drew global attention. Musa Evin, Chairman of the Board, remarked, "We have brought Turkish designs to New York's runways, successfully representing Turkey's rich textile heritage on the global fashion platform."

Global Promotional Strategies

Luigi Deri has implemented diverse strategies to bolster its international presence. Here’s an insight into their approach:

Engaging Influential Designers

Evin suggests inviting prominent designers to Turkey, offering them opportunities to craft collections. This blend of Turkish craftsmanship and international design aims to enhance the brand’s allure.

Collaborating with Influencers

Evin plans collaborations with world-renowned bloggers and influencers, inviting them to Turkey to experience and promote Turkish leather products. This strategy leverages social media's vast reach to amplify brand visibility.

Expanding into Global Markets

Musa Evin, Chairman of Gürsel Deri Tekstil Kuyumculuk, emphasized targeting high-purchasing-power markets like the U.S. He noted that recent fairs and promotional efforts have significantly increased export rates.

Expansion in U.S. and Korea

U.S. Market: Effective promotional activities and fair participation have heightened awareness of Turkish leather in the U.S.
Korean Market: Efforts targeted at Korea have paved new paths for leather exports.

Sector Challenges and Solutions

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

Vocational Education

Establishing new vocational schools and providing scholarships for students. This initiative aims to attract and nurture skilled labor essential for the industry.

Improved Working Conditions

Offering wages above the minimum wage to graduates. This approach seeks to make the sector more appealing to young talent.

Impact of the Russia-Ukraine Conflict

Evin highlighted that leather exports to Russia and Ukraine have halted due to the war, posing significant challenges to trade within the sector.

Frequently Asked Questions

Why Did Luigi Deri Attend New York Fashion Week?

Participating in New York Fashion Week, Luigi Deri aimed to boost international recognition and highlight the quality of Turkish leather. The event provided a platform to strengthen its U.S. market presence and promote Turkish designs globally, ensuring competitiveness in the fashion industry.

What Are Luigi Deri's Promotional Methods?

Luigi Deri’s strategies include inviting influential designers to Turkey for exclusive collection creation and collaborating with prominent bloggers and influencers. These methods aim to enhance global recognition and showcase the exceptional quality of Turkish leather products.

How Is Musa Evin Tackling the Skilled Labor Shortage?

Musa Evin proposes establishing more vocational schools specializing in the leather sector and offering scholarships. Additionally, providing wages above the minimum wage to graduates could attract youth into the industry, ensuring a sustainable skilled labor supply.

Most Frequently Asked Questions

Why did Luigi Deri participate in New York Fashion Week?

Participating in New York Fashion Week, Luigi Deri aimed to increase its international recognition and showcase the quality of Turkish leather. By taking part in one of the world's leading fashion events, the brand sought to firmly enter the U.S. market and promote Turkish designs on a global platform. Such participation is essential for staying abreast of global fashion trends and maintaining the industry's competitiveness. Additionally, appearing at such a prestigious event provides the brand with vast media coverage, solidifying its reputation and expanding its reach.

What are Luigi Deri's promotional strategies?

Luigi Deri has adopted a mix of innovative strategies to boost its global profile. One key approach is inviting influential designers to Turkey to develop exclusive collections, integrating Turkish craftsmanship with international design. Additionally, the brand collaborates with prominent bloggers and influencers, leveraging their significant social media following to amplify brand visibility. These strategies aim to highlight the superior quality of Turkish leather and attract a broader audience. By focusing on both prestigious collaborations and modern digital marketing techniques, Luigi Deri aims to solidify its presence in the global market.

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.