Successful trade mission sells London's fashion to New York market

Several London fashion brands are set to go global following a trade mission to New York, hosted by the Department for International Trade (DIT).

The Queen’s umbrella maker, Fulton, and bespoke suit maker, Cad & The Dandy, are amongst the brands.

The New York fashion mission saw 16 of London’s fashion brands visit the city for three days from September 11-13.

Among those who attended were clothing label CEFINN; contemporary menswear label Léon Bara; ethical luxury beachwear brand Cloe Cassandro; and women’s activewear label Every Second Counts.

The agenda covered tips on how to set up a fashion brand in the US, from logistics and legal to media to marketing and customs compliance.

Parveen Thornhill, head of regions (London) for Department for International Trade, said: “London style and creativity has always been in vogue across the Atlantic, but in an increasingly competitive retail environment, brands need to take a more informed and focused approach if they are going to break through.

“The fashion mission to New York was designed to arm companies with the tools they need to achieve export success in this market.

“DIT is hosting two more fashion trade missions this year to coincide with fashion weeks in Shanghai, and Paris, with more being planned for 2019.

“We also have a team of experienced International Trade Advisers available to sit down with businesses that are looking to grow by exporting. I’d encourage more London firms to access that support.”

Also on the mission were footwear and accessories designer Six London and ethical fashion and accessories firm Lowie. The British fashion industry exported goods worth £11.3bn in 2017, up six per cent on 2016.

Sari Räthel, of RÄTHEL & WOLF, added: “We’re excited to build on existing success in the UK and Asia, and the New York Fashion Mission was an important next step.

“The knowledge gained and contacts made will be invaluable as we develop our export strategy. The mission has given us confidence to grow our business in the US. Many UK fashion brands are very popular in America, and we can know that we can be too.”