Fashion by Informa launches playbook for international brands entering the US market

Fashion by Informa has launched "The U.S. Fashion Playbook: How Global Brands Enter, Scale, and Win," a guide designed to help international fashion brands and retailers enter and scale their presence in the US market, according to a press release issued on November 10.

The guide covers legal compliance, supply chain and marketing strategy, and aims to address the challenges global brands face when expanding into the US, from understanding American consumer behaviour to navigating legal requirements and building resilient supply chains.

The American market is expected to grow from approximately 363 billion dollars in 2018 to 691 billion dollars by 2030, according to Fashion by Informa’s 2026 US Fashion Consumer Outlook Report.

“We’re thrilled to launch this new guide for our fashion community,” said Emilie Lewis, VP Events, Fashion by Informa. “It was created specifically for international brands who are serious about winning in the U.S. market, whether they’re just starting to explore the opportunity or actively planning their entry. This resource isn’t just for our existing community—it’s an opportunity to reach new brands and retailers across the industry who are exploring U.S. expansion, and to support them with the same level of expertise and insight we offer our current customers.”

The playbook is structured around four core areas: understanding the US market and American consumer expectations; navigating the legal and regulatory landscape; building an efficient supply chain, with guidance on logistics and operations; and marketing and brand growth. It also includes a 90-day action plan intended to help brands move from strategy to execution.

The guide is aimed at current participants of Fashion by Informa events, including Coterie, Magic, Project, Sourcing and Offprice, as well as international brands and retailers still evaluating their US entry strategy.

Fashion by Informa is part of Informa Markets, a subsidiary of Informa plc. The playbook is available on the Fashion by Informa website.