Why British Brands Are Piling Into the US
After decades of mixed results, a new generation of UK brands is expanding into the US. This time, they're prioritising community, patience and cultural translation over splashy launches.
British fashion brands are eyeing the lucrative US market, according to a recent report. One such brand, Me+Em, a London-based DTC womenswear label, believes its modular design philosophy will resonate with American consumers. To succeed in the challenging American market, many British upstarts are adopting wholesale strategies and focusing on US-centric marketing channels.
Sheena Butler-Young, Senior Correspondent at The Business of Fashion based in New York, covers workplace, talent, and diversity-related issues. She notes that after years of limited success, a new wave of UK brands is now targeting the US market, focusing on building community, being patient, and adapting to local culture rather than relying on grand announcements.
Meanwhile, another South Korean company, the world's largest spandex manufacturer by market share, has developed a bio-alternative that can be produced on a large scale. CEO Chang Hwang Lee explains his company's approach to The Business of Fashion.
Experts suggest that Adidas should better align its Chinese operations with local preferences instead of relying on a one-size-fits-all global strategy. Additionally, Peter Ruis' sudden departure from his position at a major fashion company comes as the industry faces significant challenges.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
