INSIDE THE FASHION INDUSTRY – Entering The US Fashion Market

If you are a fashion brand from anywhere in the world, your main goal should, obviously, be entering the US market. New York and LA should be at the top of your list, depending on your product category and brand positioning. But let’s be honest, entering this market is far from simple.

Not only do you need to think about a strategic and very specific marketing approach to reach US consumers, but the real challenge often lies elsewhere: breaking into US boutiques, securing retail space, and complying with US import regulations. These steps don’t just require a significant budget, they demand precise product development and production planning, meeting MOQs to satisfy potential demand, building a comprehensive marketing strategy, and yes, more budget.

I recently spoke with a client facing this exact challenge: expanding their business into the US. And since my goal is to share insights that help fashion businesses navigate these complexities, let’s break down the key factors that can make (or break) your entry into the American market.

1. Compliance and Import Rules

Before anything else, your products must meet U.S. labeling and compliance standards. This means correct labels for fiber content, country of origin, and care instructions, plus safety regulations for certain fabrics and finishes. There are also specific rules for fabrics, trims, and even exotic materials - and they can vary depending on what you use. Getting this wrong can delay or block your shipment (which can be very expensive), so always plan ahead.

2. Customs, Duties, and Costs

Shipping to the U.S. isn’t just about freight. There are customs duties, tariffs, and documentation to consider. Tariffs differ based on fiber type, construction, and country of origin, so make sure you understand your landed cost before pricing your products for the U.S. market.

3. Meeting Retail Expectations

If your goal is wholesale, U.S. retailers expect consistency, accuracy, and compliance with their guidelines. This means meeting MOQs, delivering on time, and following specific packing and labeling requirements. Missing any of these steps can lead to chargebacks or even canceled orders.

If you’re not ready for wholesale, direct-to-consumer (DTC) is an option - but that comes with its own challenges, including digital marketing, e-commerce setup, and fulfillment that meets U.S. customer expectations.

4. Strategic Marketing for the U.S. Customer

Marketing in the U.S. is all about connection and trust. Today’s U.S. consumer is looking for authenticity, strong brand storytelling, and alignment with values like sustainability and inclusivity. Throwing money at ads won’t work if your brand doesn’t resonate with the market.

5. Wholesale vs. DTC – Which Path First?

Some brands start with wholesale to gain visibility; others go DTC first to maintain control and test demand. Both strategies work, but they require very different budgets, timelines, and operational structures. The right approach depends on your capacity and long-term goals.

Breaking into the U.S. market is exciting, but it’s not something to jump into without planning. From compliance and import rules to logistics, MOQs, and marketing strategy, there are many moving parts that need to work together.

The good news? With the right roadmap, it’s absolutely possible! Brands that take the time to understand these steps (and execute them well) stand out and succeed in one of the most competitive fashion markets in the world.

I can help navigate these steps! From compliance and production planning to sales strategy and marketing. Let’s make your U.S. expansion a success. 

Book your 30-minute strategy call here https://go.oncehub.com/BarbaraSessim