FASHION by Informa announces the launch of The U.S. Fashion Playbook: How Global Brands Enter, Scale, and Win, a practical guide designed to help international fashion brands and retailers successfully enter and scale their presence in the U.S. market, providing insight on legal compliance, supply chain, and marketing strategy.
With the overall American market expected to grow from approximately $363 billion in 2018 to $691 billion by 2030 (FASHION by Informa 2026 US Fashion Consumer Outlook Report), global fashion brands increasingly look to the United States for growth, however, many face a complex set of challenges.
From understanding American consumer behavior to navigating legal requirements and building resilient supply chains, the Playbook was created to address these challenges directly, offering a clear, actionable framework for brands at every stage of their U.S. expansion journey.
“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.”
What’s Inside
The Playbook covers four core areas essential to a successful U.S. market entry:
- Understanding the U.S.Market — Know the market before you enter it, with deep
insight into American consumer behavior and expectations. - Navigating the Legal & Regulatory Landscape — Build a strong foundation before
you launch, covering key compliance and legal requirements. - Building an Efficient Supply Chain — From factory to customer, with practical
guidance on logistics and operations. - Marketing & Brand Growth — Strategies to build awareness, trust, and sales in a
competitive market.
The guide also includes a 90-day action plan, giving brands a concrete, step-by-step framework to move from strategy to execution.
Who the Playbook Is For
The Playbook is designed to serve a broad range of audiences across the global fashion industry:
- Current FASHION by Informa event participants can use the guide as an essential resource to prepare for FASHION by Informa events, including COTERIE, MAGIC, PROJECT, SOURCING and OFFPRICE, and deepen their understanding of the American consumer.
- International Fashion Professionals (Brands and Retailers)still evaluating their U.S. entry strategy will find a practical roadmap to guide their decision-making.
