The United States is home to much of the biggest and best the world has to offer, no matter what industry you turn to. American culture is hugely impactful and one that most of us know and have some sort of relationship with. Whether it be through, sports, business, food, entertainment, fashion, design, or anything in between.

The US fashion market employs nearly 2 million people and earns a market revenue of over 400 billion dollars. And although the home interior market is somewhat smaller its market revenue ranks up to almost 15 billion dollars, with around 140 thousand employees. This clearly illustrates the American spirit that is, at its core, entrepreneurial and eternally optimistic. Because of the markets’ prominent relevance, VOCAST has been curating lists for the lifestyle sector for years. Since it is a large and greatly impactful market, it can be useful to learn more about how to navigate it. Here is why and how you should conquer the US lifestyle market:

The “Americanness” of being social, open, and optimistic constitutes not only the personality of the population but trickles down to businesses as well. American fashion and design lives without fear, the market is open to and hungry for what’s new and fresh and wants to get in on whatever that may be. Reluctance does not take the lead here.

Americans love all things new, exciting, and fresh and are not shy about it. Rather than avoiding change, they are at the forefront of embracing and pioneering new ideas and technology.

This can be seen through the innovative ways e-commerce has evolved and how platforms of great importance to the design industries, such as Instagram constantly improve to allow direct and open communication with and to consumers. However, this thinking also applies to Americans’ curiosity about and desire to discover new brands and trends as well. 

Although the US market is not one to exude minimalistic traits, American brands are forward-thinking and open to change. In recent years, there has been a growing interest in simplified living, and consumers and fashion designers alike have gravitated a lot towards Scandinavian concepts and nordic culture.

A couple of years ago Off-White’s Virgil Abloh collaborated with Ikea, to put his streetwear touch onto products like a special-edition bag and rug collection for the brand. And retailers increasingly put scandi brands on their shelves, demonstrating Americans’ openness and willingness to get in on what is new and interesting to them. 

As the US is a big market and one that is both busy and heavily sought after to reach, it can be slightly difficult to get through here. As said, it is a social and open population appreciative of the friendly approach. However, when it comes to business they do not mess around and want to know what they will get and can expect.

Therefore, it is best to be clear and direct when approaching them (although in a way that is not too full-on and overwhelming) in order to get an answer. Aside from it being a big and busy market, getting and keeping in contact with industry people requires a bit of dedication and delicacy.

Not only taking the pandemic into account, but the political climate heavily affects Americans and requires sensitivity to timing, etc when approaching. It may take some time to reach them but they are very keen on getting to know what’s new and once they have caught an interest, they are not shy about sharing their eagerness and defining what they want and expect.

Americans are known to be quite patriotic, however, many brands are forward-thinking and open to change and for the past couple of seasons the US has embraced showcasing its goods on a global stage. Many brands have moved from being locally bound to its unofficial capital, New York City, and ventured out into other fashion and design capitals.

The flexibility of location has been quite the strategic decision when wanting to grow in a new market. And since the pandemic has forced much to go on without physical events, a lot of activity has moved to become digital as well. For the coming fashion season, however, many heavyweight names in American fashion are returning to New York, reviving the relevance and importance of holding events in the city. Because it is, at the end of the day, a city of great importance.

As it is home to some of the most influential voices in the fashion industry – from buyers to editors and influencers. Launching in the US can be a huge opportunity for a brand not yet known in the industry (or on the market) to be heard and seen by the top tier and get the chance to elevate the brands’ career.

Aside from being a central place for design and fashion events, the US is a hub of vibrant culture and constant evolution. That means its locals have a deep understanding of it and see its significance – therefore, they also demand and require brands to uphold a certain level when it comes to diversity and inclusion.

Things such as hip-hop, rap, and Vogue-ing, that contemporary luxury brands now draw inspiration from originated in the US, and brought what are now commonplace trends such as sportswear, sneakers, t-shirts, and denim to the limelight. This pinpoints the importance of American culture and the undoubted significance it carries. As the influences of America work with great speed in impacting consumers, brands have to create and withhold a strong identity that will sustain over time to keep consumers intrigued.

The US is noticeably a huge market with a large impact. What gets trending here often starts trending globally as it quickly spreads to many corners of the world. Many of the most well-known, followed, and sought-after influencers across social platforms are American.   Aimee Song is one of the biggest US fashion influencers with over 6 million followers across her channels, acquainted by Brittany Xavier and Luka Sabbat who also have follower counts in the millions. They are some, in a pool of many, global IT people available to reach through the US curated lists. 

Americans love their billboards and campaigns as much as well-worked editorials and there is still a lot of prestige in managing to achieve a feature in a big American publication, making editorial press very valuable. Available through the US curated lists are many fashion and design publications that reach hundreds of millions

Cerena is the Lifestyle Researcher for the US market at VOCAST. She has a degree in Media and Communications and has previously worked with fashion PR. She cares for inclusion within the industry and when not working she’s a dedicated snacker and music listener.