4 main challenges for fashion brands going international

International expansion is considered a natural next step for thriving fashion brands. 

There are many benefits of expanding a brand internationally. Brands gain access to a whole new audience of potential customers, leading to increased sales. They can also diversify their source of profits, creating a safety net for when sales are going down in their domestic market.

Whilst international expansion is an exciting step for a brand, there are some obstacles that businesses must overcome to be successful. Let’s examine some of these challenges of international expansion and how fashion brands can overcome them to captivate international audiences.

Challenges of international expansion that fashion brands must consider

1 – Adapt to the target market

When it comes to global expansion, brands must consider the rich cultural diversity around the world. A one-size-fits all approach to business will never work and what works in your domestic market might not go over well abroad. While international expansion opens up new possibilities, brands must be careful not to risk any misunderstandings when communicating with customers. What’s more, cultural norms might prevent customers from buying specific items such as swimsuits, or from shopping during a holiday.

Brands therefore must do thorough research and ensure they fully understand local markets before starting any new expansion initiatives. Create business and marketing strategies that better align with the culture of international markets. It would also be highly beneficial to get help from local experts.

2 – The right collection at the right time

The global fashion market works to a seasonal schedule. Although some argue that we’re seeing the end of seasonality in fashion, the majority in the industry still work to the traditional seasonal calendar. Not aligning your business to the seasons can therefore jeopardise your strategy to go global. Seasonal fashion calendars can have a huge impact on your ability to supply to customers overseas, especially if you’re selling wholesale. 

Different countries approach the fashion seasons differently, so you’ll need to consider which season will be most suitable for your business.

You will also need to work out whether your production schedule matches the seasons of your target market and whether your business can meet these deadlines. 

For example, if you wish to expand to the US, you should bear in mind that it has earlier season dates than Europe. If you’re manufacturing items in Asia, can they be ready in time for the start of the season in the US?

3 – Invest well in marketing

In addition to an amazing collection, every fashion brand needs a great marketing strategy in place. This is especially important when expanding globally and when brands need to stay ahead of international competition. 

Remember that often customers are not just buying a product, but a lifestyle and a vision that leaves an impression on them. So, when you are marketing your brand to a foreign audience that knows nothing about you, make sure that you are investing well in photography, website, styling, visual merchandising, lookbooks, campaigns and advertising, public relations and display. All this will ensure you are expressing your brand’s unique creative identity and vision to the audience.

4 – Be consistent

Being consistent with your brand across all platforms and channels builds brand awareness, trust and respect among retailers. It also clarifies what your company stands for and what you offer to your audiences and gives your global teams a shared identity.

As you expand to different markets and localise your content, it is easy for the messaging to get changed and lost in translation. 

Ensure that you are maintaining a consistent global brand identity. You can do this by:

• Developing brand guidelines and making them accessible to all teams
• Regularly assessing your existing brand materials
• Empowering employees to champion your brand. 

Are you a fashion brand looking to go global? BLANC is a powerful sales tool used by fashion brands all over the world. We support wholesale businesses in their global expansion as their hybrid wholesale management solution. Contact us today to find out how we can help your brand thrive in the international market.