The fashion industry is more international, interconnected and interdependent than ever before. But in spite of the many digital and technological advances now bringing the world closer, some fashion brands are still constrained by geography, seasonality or other idiosyncrasies in their home market. It is not always a level playing field for fashion brands from outlying regions like the Southern Hemisphere but some challenges can be turned into a competitive advantage. How can brands from distant markets break into the global marketplace?
Fashion businesses in markets like Australia, Brazil and Georgia face the tyranny of distance, but some turn remote geography into a competitive advantage.
The biggest challenge for brands from distant markets is not their geography but the timing and pace of the global fashion system, argues Karen Walker.