Breaking Into the U.S. Fashion Market: Key Insights for Emerging Designers
It’s no secret that markets vary greatly from country to country — from purchasing power to what people are actually willing to buy. Unfortunately, many designers who find success in one market enter a new one assuming their collection will sell just as well as it did at home. That’s often where the biggest disappointment happens. Today, I want to talk about the specifics of the American market and how it differs from the Russian one.
The American market is incredibly appealing for fashion designers. Purchasing power is high, and people are truly willing to spend money on clothing and accessories.
First, it’s important to understand: New York and the rest of the U.S. are entirely different markets with different audiences. In middle America, within the "mid-range plus"/"affordable luxury" segment, brands like Michael Kors and Ralph Lauren dominate. Competing with them as an emerging designer isn’t very strategic.
For emerging and creative designers, I always recommend starting with New York. The fashion industry here is strong and well-developed. You not only have a chance to sell to the right buyer, but also to get noticed. New York is a place where almost every other person is somehow connected to the fashion world — photographers, stylists, models, editors from top magazines — they all live and work here. These people are genuinely out on the streets, and if they see something interesting on you, they won’t hesitate to ask where it’s from. That’s part of New York’s culture.
New York is constantly scouting for new, interesting, and creative brands — the city is always open to fresh names. But even here, there are nuances. If you’ve been to New York, you’ve likely noticed how much it changes from neighborhood to neighborhood — especially in terms of the people who live, eat, and shop there.
Let’s break down the main fashion locations:
Upper East Side — Yes, the same neighborhood from Gossip Girl. It’s home to established luxury brands, and it’s extremely difficult for young designers to break in here. It’s possible, but I don’t recommend starting in this area.
Lower East Side — Known for its small boutiques and vintage shops. The crowd is mostly younger, 20–25 years old, often students. Expect a lower average transaction value.
SoHo — If you’re looking to be right at the intersection of well-known brands and new ones gaining momentum, this is the place. Historically a neighborhood for artists, creatives, and the fashion crowd, SoHo today is home to luxury boutiques right next to emerging labels. People come here from around the world for the latest fashion finds.
But remember, this kind of positioning comes at a cost — SoHo is one of the most expensive retail areas in the world per square meter. If you can afford it, it’s worth being there, but know that it’s a serious investment.
The second major feature of the American market is body type and sizing. The average female body in Eastern Europe differs from what you’ll see in the U.S. Put simply, proportions between hips, waist, and bust vary significantly, and in general, Americans are larger. What’s considered a Medium in Eastern Europe will often be a Small here.
Start by going to the U.S. version of a mass-market site like Zara or H&M and comparing the size charts. That’ll give you a baseline. From there, it’s trial and error. To truly understand how your clothing fits the local body type, you need to put it on real customers and test.
It’s a good idea to begin with designs that adapt to different body shapes — think stretch fabrics, oversized silhouettes, or relaxed fits. One of the top sellers is the women’s blazer, because it tends to fit a wide variety of body types. Next are dresses and tops, especially stretchy or flowy ones. Pants and jeans, on the other hand, are the most difficult because American lower-body proportions are very different from European ones. So I wouldn’t recommend starting with pants — they’ll take time to adjust properly.
Accessories like bags or jewelry are much simpler — you don’t need to adapt them to sizing, and you can enter the market right away.
And finally — the myth that New Yorkers wear only black is just that: a myth. In fact, those who are most interested in new brands are often looking for color, individuality, and creativity — something to stand out. That doesn’t mean black doesn’t sell — it’s in nearly every wardrobe. But if you release something in black, make sure you offer at least one other color so it stands out on the rack. Otherwise, it may get overlooked.
America is a huge and diverse market full of opportunities, but talent and a beautiful collection alone aren’t enough to succeed. You need to deeply understand the culture, buyer behavior, and location-specific factors. New York offers an incredible chance for emerging and ambitious designers — to be seen, heard, and purchased. But remember: success in America doesn’t happen overnight. It’s a process of consistent work, adaptation, and ongoing experimentation. If you’re willing to learn, stay flexible, and be bold — this market will reward you.