Research reveals 15.7 billion dollar untapped demand for European fashion in US market

American consumers show a high affinity for UK and European fashion, yet cross-border retail friction and logistical hurdles prevent international brands from fully capturing a potential 50 billion dollar total market. According to new research from marketaccess provider Sold Through titled Dressed for America: The US Opportunity for UK and European Fashion Brands, operational bottlenecks currently leave billions of dollars on the table across the US apparel sector.

The study indicates that 81 percent of American consumers believe European and UK brands offer distinct value propositions compared to domestic alternatives. Higher quality materials led the list of primary differentiators at 25 percent, closely followed by superior craftsmanship at 24 percent and better value for money at 24 percent. Greater garment longevity accounted for 14 percent of responses, while brand heritage and narrative drove 12 percent of consumer interest. Accessories and shoes emerged as the most sought-after categories, selected by 27 percent and 26 percent of shoppers respectively.

Operational friction bottlenecks growth

Currently, 57 percent of US adults, representing approximately 157.7 million shoppers, actively purchase European apparel, spending an average of 219.20 dollars per person annually. This existing activity drives a 34.5 billion dollar market within the overall 373 billion dollar US apparel economy. However, execution issues severely limit conversion rates across the broader population.

SoldThrough’s data shows that 78 percent of US consumers face significant operational friction when attempting to purchase European goods. An estimated 215 million shoppers cited specific impediments, including unpredictable shipping and customs costs, inconsistent sizing conversions, complex return policies, and delayed fulfillment timelines compared to domestic standards. Furthermore, one in ten consumers reported that desired European brands provide no US shipping options at all.

Because of these hurdles, 26 percent of US adults, roughly 71.9 million prospective buyers, currently spend nothing on European fashion, leaving an estimated 15.7 billion dollars in potential annual revenue untapped.

When American consumers do successfully purchase European fashion, localized distribution channels dominate the landscape. Multi-brand online retailers represent the primary purchase route at 25 percent, while US department stores and localized brand websites each capture 21 percent of sales.

Dan Cate, Chief Executive Officer and Founder of SoldThrough, noted that bridging this gap requires European brands to adapt to domestic retail expectations rather than relying on direct international shipping. He emphasized that consumer intent frequently drops off at checkout when delivery costs, sizing ambiguity, or return complexity enter the process, making localized fulfillment infrastructure and established retail partnerships essential for sustained US growth.