"The desire to learn about popular international fashion amongst US consumers is encouraging international labels like Rouge and Ganni to set up bases in the country. One of the first brands to eye the US market, London-based jewelry brand Missoma generates around 20 per cent of its sales from the US"
The desire to learn about popular international fashion amongst US consumers is encouraging international labels like Rouge and Ganni to set up bases in the country. One of the first brands to eye the US market, London-based jewelry brand Missoma generates around 20 per cent of its sales from the US.
Similarly, Brazil-based mega brand Farm Rio eyes the US market as its first step towards global expansion. The brand has already achieved success in this market through its partnerships with brands like Adidas and Anthropologie.
Much like these two brands, other native brands like Glossier, Mejuri, or Golde have also established an emotional and human connection with their customers. They are learning about all the important cultural events in the country that fuels their creativity besides inspiring confidence and encouraging collaborations with local brands.
Culture, customisation, practicality inspire American clothes
As for shopping habits, American consumers are a lot savvier and curated. They seek an easy point of sale and look for the best deal as against UK, shoppers who are more likely to go directly to the site. For these brands, holiday sales like Labor Day and Black Friday are much more important.
US shoppers also like customised products. They like their products to have a personal touch as against Europeans who adopt an impersonal attitude to their clothes. The US market also challenges brands to consider practical elements of design in addition to culture. This is evident from the fact that Brazilian brand Farm Rio tailors its collection to the US market and the distinct differences between the two countries in climate, seasons, lifestyle and culture. The brand introduced its first-ever fall collection this season, to cater to the colder climate that one doesn’t experience in Brazil. It’s cool-weather collection is infectiously colorful with tropical-inspired puffer coats emerging as the favorite amongst US women.
Department stores, multi-retailer website guard emerging brands
Though VC-funded direct-to-consumer brands have become major disruptors of the US retail space, department stores and multi-retailer sites continue to guard emerging brands. This is evident from the recent success of Net-a-Porter's Vanguard program, an incubator that helped launched buzzy labels like Peter Do and Ratio Et Motus.
Similarly, Missoma, a DTC brand, partnered exclusively with Nordstrom to help growth in states. Farm Rio has also partnered with Shopbop to create awareness amongst its loyal shoppers across the country. Since these brands are expert curated, a site like Shopbop offers consumers an opportunity to learn about these national and international brands.