Familiarity Trap: Why EMEA Brands Misjudge America

Jul 21, 2026

Dan Cate, founder and CEO at SoldThrough, on why European brands’ perceived familiarity with US culture and consumers means many are stepping into the world’s biggest retail market on the wrong foot.

For EMEA fashion brands, establishing a foothold on the other side of the Atlantic has always been a dream scenario. At home, consumer confidence has wavered, knocked by spiraling energy prices and a region-wide cost-of-living crisis. EU retail volumes showed sluggish growth (about 1%) last year, and is expected to grow by just 1.5% in 2026.

In the US, however, things are more promising. Fashion retail revenues grew by 5.5% last year, reaching a turnover of $320.35 billion following a particularly strong December ( just over $42 billion). It’s little surprise, then, that EMEA fashion brands are setting their sights on the US’ 330+ million consumers - the world’s largest fashion market and nearly twice the size of the entire EMEA apparel industry combined. 

From French high fashion brands betting big on US spending amid global economic uncertainty to the continued expansion of Irish breakfast fashion retailer Primark (which recorded 20% revenue growth in the country last year), EMEA retailers are devoting significant resources to building and growing their beachheads on American soil. However, many fashion retailers are trying to enter the US market under the assumption that they already understand the American consumer and that treating the US as an extension of their home market will be enough. Unfortunately, those that do often quickly find out this is not the case.

As seen on TV?  

American media and American fashion have always been closely intertwined. Shows like Gossip Girl and Sex & the City exported American culture surrounding clothes and consumption to vast global audiences while, more recently, The Devil Wears Prada 2 propelled the franchise past the billion dollar mark. 

Celebrities and influencers like Kim Kardashian, Hailey Bieber, and Kendall Jenner built careers by presenting hundreds of millions of social media followers with visions of an America defined by luxury brands and high fashion. From New York Fashion Week and the Met Gala to the global dominance of brands like Nike, Apple, SKIMS, and Ralph Lauren, America’s omnipresent media undeniably shapes both global consumer culture and our perceptions of the US fashion industry.

It’s unsurprising that people who have never set foot on American soil feel as though they know the place - its people, its culture of highly visible style, luxury consumption, and trend-led fashion. 

The real America

But this is just one part of the picture. And it certainly doesn’t represent the average American shopper. Americans’ purchasing decisions are driven by more than a desire to keep up with the Kardashians. Price sensitivity, convenience, and consistency, all play a role, as well as the sheer diversity of America’s regional markets - dictated by everything from style and season to weather and wealth. 

For overseas brands, assuming that familiarity with American culture translates into an understanding of American commerce is still worryingly common. In practice, it underestimates the complexities inherent to a highly competitive, wholly unique retail environment.

Differences and difficulties when selling into the US

Although global fashion calendars have and continue to converge, the US’ diverse climate means diverse seasonal cadences. Population growth across Sun Belt states (especially Florida and Texas) has extended demand for traditional spring assortments out of step with many UK and European markets. Promotional activity also moves with a different rhythm in the US. Rather than concentrating on deep markdowns in January and July, like in the UK and Europe, US retailers tend to spread promotional events throughout the season, not necessarily tying them to major non-retail holidays. This is how you end up with major trading moments linked to events like the Nordstrom Anniversary Sale.

When it comes to pricing, a simple currency conversion with a modest price increase tacked on is unlikely to end up being competitive. Individual product categories perform differently within the US, and overseas brands must tailor their prices to the market. Taxation also impacts the customer experience. Unlike the UK and most European markets, where VAT is included within the displayed price, US sales tax is generally added at checkout (and can vary wildly from state-to-state), adding an extra layer of nuance to how prices are presented. 

American fashion consumers expect shorter delivery windows when shopping online than their European counterparts, more responsive customer service, and straightforward returns, which still pose a major financial risk — even more so in the US than EMEA. Overseas brands that don’t consider American preferences when it comes to sizing and fit are particularly vulnerable. 

The benefits of established retail channels 

Route-to-market decisions can have a marked influence on the success of a US brand launch. For many international brands, partnering in ways that give access to established department stores and retail operators such as Nordstrom, Bloomingdale's, and other leading wholesale partners provides immediate access to scale, consumer trust, and (most importantly) local expertise. 

These relationships can ensure brands don’t misstep when debuting their products to US consumers and, especially for emerging international brands, established retail partnerships often provide a lower-risk path to market while building the kind of capabilities required for a pivot towards long-term direct-to-consumer growth. 

They say America is the land of opportunity. But, if EMEA fashion brands are going to build something for themselves on the other side of the Atlantic, the first step is realising you shouldn’t believe everything you see on TV.