Research reveals 15.7 billion dollar untapped demand for European fashion in US market

Research reveals a 15.7 billion dollar untapped demand for European fashion in the US market due to operational friction.

What happened

American consumers show a high affinity for UK and European fashion, yet cross-border retail friction and logistical hurdles prevent international brands from fully capturing a potential 50 billion dollar total market. According to new research from marketaccess provider Sold Through titled Dressed for America: The US Opportunity for UK and European Fashion Brands, operational bottlenecks currently leave billions of dollars on the table across the US apparel sector.

Why it matters

The study indicates that 81 percent of American consumers believe European and UK brands offer distinct value propositions compared to domestic alternatives. Higher quality materials led the list of primary differentiators at 25 percent, closely followed by superior craftsmanship at 24 percent and better value for money at 24 percent. Greater garment longevity accounted for 14 percent of responses, while brand heritage and narrative drove 12 percent of consumer interest. Accessories and shoes emerged as the most sought-after categories, selected by 27 percent and 26 percent of shoppers respectively.

Currently, 57 percent of US adults, representing approximately 157.7 million shoppers, actively purchase European apparel, spending an average of 219.20 dollars per person annually. This existing activity drives a 34.5 billion dollar market within the overall 373 billion dollar US apparel economy. However, execution issues severely limit conversion rates across the broader population.

SoldThrough’s data shows that 78 percent of US consumers face significant operational friction when attempting to purchase European goods. An estimated 215 million shoppers cited specific impediments, including unpredictable shipping and customs costs, inconsistent sizing conversions, complex return policies, and delayed fulfillment timelines compared to domestic standards. Furthermore, one in ten consumers reported that desired European brands provide no US shipping options at all.

This news brief is based on reporting published by FashionUnited on 2026-10-08. The original report is linked below.