Musa Evin and Luigi Deri Shine at New York Fashion Week
Luigi Leather, the only leather company representing Turkey at New York Fashion Week, received widespread acclaim. Known for collections made from 100% Turkish fabrics, the brand attracted the attention of the international media. The original leather creations by Turkish designers became one of the most talked-about shows of the week, leaving a strong impression on the audience.
Luigi Leather’s Big U.S. Breakthrough
Luigi Leather made a bold entry into the U.S. market with Turkey’s widest range of leather products. The collections presented at New York Fashion Week announced the quality of Turkish leather to the world. Chair of the Board Musa Evin stated, “We carried Turkish designs onto 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 Leather is implementing various strategies to promote the brand globally:
● Attracting Renowned Designers: Musa Evin brings influential designers to Turkey and offers them the opportunity to create their own collections. This strategy enhances the brand’s appeal by blending Turkish craftsmanship with an international design perspective.
● Collaborations with Influencers: Evin plans to work with world-famous bloggers and influencers by inviting them to Turkey to experience and showcase Turkish leather products. This is aimed at boosting the brand’s visibility on social media and reaching large audiences.
● Global Market Expansion: Emphasizing the importance of targeting high-purchasing-power markets like the U.S., Musa Evin noted that recent trade fairs and promotional activities have significantly increased export rates.
U.S. and Korea Expansion
● U.S. Market: Participation in trade fairs and successful promotional events has greatly increased interest in Turkish leather in the United States.
● Korea: New initiatives focused on exporting leather to Korea have opened promising new channels.
Industry Challenges and Solutions
Musa Evin outlined the skilled-labor shortage in the leather industry and proposed the following remedies:
● Vocational Schools: Establish new vocational schools and make them attractive through scholarship programs. This will increase the pool of talented, qualified workers and drive industry growth.
● Working Conditions: Offer wages above the minimum for vocational-school graduates to make the industry appealing to young skilled workers.
● Impact of the Russia-Ukraine War: Evin noted that exports to Russia and Ukraine have nearly halted due to the war, calling this the sector’s greatest challenge.
Frequently Asked Questions
Why did Luigi Leather participate in New York Fashion Week?
As one of the world’s premier fashion events, it provides a crucial platform for brands to make a strong debut in the U.S. market. Luigi Leather aimed to raise its international profile and showcase the unique quality of Turkish leather to the world. By participating, the brand seeks to bring Turkish designs to global runways, stay abreast of international trends, and remain competitive in the ever-evolving fashion industry.
What are Luigi Leather’s promotional strategies?
Luigi Leather has developed two main strategies to strengthen its global position:
1. Inviting leading designers to Turkey to create exclusive collections, thereby enhancing both the designers’ exposure and the brand’s visibility.
2. Collaborating with well-known influencers and bloggers to reach wide audiences on social media and showcase Turkish leather collections.
These strategies aim to boost brand recognition in international markets and highlight the high quality of Turkish leather.
What solutions does Musa Evin propose for the skilled-labor shortage?
To address the shortage of qualified workers in the leather sector, Musa Evin recommends:
● Opening specialized vocational high schools with scholarship programs to attract talented individuals and train a new generation of skilled workers.
● Offering salaries above the minimum wage to graduates, making the industry more attractive to young professionals.
These measures will meet rising industry demands, promote long-term sustainability, and ensure a steady flow of qualified professionals.
Who is Musa Evin?
Born in Istanbul in 1965, Musa Evin began his career in 1982 working in his father’s furniture business. In 1984, he opened a popular video cassette store in Bakırköy while continuing his studies, ultimately graduating from Istanbul University’s Faculty of Letters, Department of Archaeology. In 1989, he entered the leather industry in the Grand Bazaar, founded Luigi Leather, and began producing leather and fur garments in 1993. By participating in various domestic and international trade fairs, he expanded his customer base. Musa Evin is recognized as the only Turkish leather entrepreneur to have shown a collection at New York Fashion Week. He has held positions in numerous industry organizations—including board memberships at TDKD and İDMİB, a TIM delegate role, chairmanship of TDKD’s board, a TOBB delegate position, and membership in the Istanbul Chamber of Commerce. He has long been a congress member of Beşiktaş Gymnastics and Sports Club and served as Vice President of the Turkish Judo Federation. Married with two children, his hobbies include playing backgammon, watching films, traveling, and playing and watching football and basketball.