Going Global: localisation is the key to international retail success online
Thinking of venturing into a new territory? There are opportunities aplenty for UK fashion brands and retailers overseas, but with many having already made the leap, there are many lessons to be learnt.
The most crucial? That a localised approach is always best. Read Drapers international report for detailed features on:
Germany: Worth $91.8bn (£74bn) compared to the UK’s $72.2bn (£58.2bn), the German market can be very lucrative but high returns and different ways to pay make it hard to crack.
Netherlands: Dutch consumers remain loyal to physical shops but ecommerce is also booming, meaning a multichannel strategy is a must.
The Nordics: With home-grown businesses such as H&M that have gone on the become global players, the Nordics are notoriously fierce. Drapers finds out how UK retailers are competing there.
China: From instant chat platform WeChat, to social media site Weibo, to marketplaces such as Tmall, China has its own way of doing things and the only choice is to go local in approach.
US: They might share the same language, but the US is as challenging as it is lucrative. We find out how to make it in what is known for being a discount driven market.
Rest of the world: Fashion retailers are looking further afield to newer territories as they expand their retail footprint. Drapers takes a look at opportunities in Brazil, Japan, South Korea, India and Australia.
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