Dressed for America: The US Opportunity for UK and European Fashion Brands

American demand for UK and European fashion is already substantial. More than half of American adults, 157.7 million people, buy from UK and European fashion brands, representing an estimated $34.5 billion in annual spend. And 81% of consumers say those brands stand out compared to domestic labels for better materials, sharper craftsmanship, and stronger value for money.

The challenge is not demand; it is converting that demand into revenue. SoldThrough commissioned an independent national survey of more than 2,000 US consumers to understand how Americans discover, evaluate, and buy UK and European fashion, and where the buying journey breaks down. The findings show that 78% of US consumers run into at least one avoidable barrier when attempting to buy from a European brand, including high shipping costs, sizing confusion, complicated returns, long delivery times, and unexpected customs charges.

The data also shows that American consumers overwhelmingly expect to buy through a US-based experience. 93% of UK and European fashion purchases take place through US retailers, department stores, marketplaces, or brand US websites, rather than directly from Europe.

Taken together, the findings point to a clear conclusion: for many UK and European brands, US growth is primarily a retail distribution and infrastructure challenge, not a demand-generation problem. Brands that can make their products easy to discover, buy, receive, and return through US channels are better positioned to convert existing consumer interest into sustained growth.

This white paper examines who is buying UK and European fashion in America, what they value, how they shop, what prevents them from purchasing more, and what those findings mean for brands entering or expanding in the US market.