Introducing a foreign brand into the US market is not without its challenges, with a saturated shopping landscape and fierce competition leading the list of obstacles. Our members with clients in outside markets shared the ways they circumvent these hurdles, from Australia to Brazil, Canada to Europe. Here's how the best in the biz help their foreign clients break into the US market, plus their expert insights on what draws US consumers to these international aesthetics. 
 
Our experts agree that the main challenge brands face when trying to break into the US market is brand awareness. “Many clients that want to expand to the US come to this market and realize their name has no cachet, so they're essentially starting from scratch,” says Laura Bindloss, founder of Nylon Consulting, which works with luxury home and lifestyle markets in the US and the UK. “It's unique in the fact that they come with an established name elsewhere, so are often not ready to take smaller opportunities and collaborations as it's not something they'd consider in their own country.”

Rafael Azzi, founder of New York and Brazil-based communications firm Azzi & Co, refers to launching in the US as a “reality check” for most brands. “The first steps are usually more difficult as it involves understanding the landscape and strengths and weakness of the brand in the US market’s landscape,” he says. “These brands have so many stories to tell back home - the challenge lies in how to translate the same story in a cohesive and compelling enough way to stand out in the highly competitive US market.”

Every brand faces its unique challenge, but there’s a universal hurdle in play: fierce competition. The opportunities may be greater, but the fact is the US market is a crowded space that requires unique PR and marketing strategies to successfully break through the noise. As Simmons PR founder Ashley Simmons explains to her Australian client base, “The US is one of the biggest markets, if not the largest in the world, so it is going to take a lot more time to break into than it would in their respective home countries.” Her advice: “Staying true, sticking to your brand messaging and being consistent, yet patient are key elements to developing a successful foundation.”


Simmons PR Coachella Pop-Up

The US market isn’t one-size-fits-all, either. “The challenge (and opportunity) with the US is its geographic and socioeconomic variability - what works in New York will not always work in LA, Chicago, Miami, or Boston, and vice versa,” says Courtney Khimji, Founder & CEO of Toronto-based Chimera Collective. “That said, the national media landscape offers a lot of options for traditional PR, so that is always a good baseline. Beyond that, influencer outreach and experiential typically deliver strong ROI.”

On the topic of tactics, publicists and marketers have to get creative as the strategies that have worked in a brand’s home market are not always transferable, or may not be as effective in this highly competitive environment.

“The American market responds well to strong storytelling,” says Azzi. “We see success when stories are cohesive, when there are reasons for that brand to exist, rather than it just being a one-off random product offer. These are the kind of brands we focus on and love to work with. If they’re lacking in this area, we help them find the right partner that will help them clearly define their brand story and ethos.”

In that vein, Bindloss also suggests looking for collaborative partners that can help boost the company’s US reputation, plus garner media coverage. “We got our client de Gournay involved in The Met Gala the year its theme had to do with China because de Gournay specializes in Chinese art and manufactures their wallpaper using traditional techniques.”


de Gourney, Nylon Consulting 

Some of the usual suspects are also at play. Social media, of course, remains a powerful tool for a brand to be seen by the right audiences. Simmons counts celebrity placements and building strong relationships between brands and editors as key in her PR arsenal. Beyond brand awareness, Khimji reminds clients that, “[In the US], exceptional customer service is the norm, so brands need to raise the bar and ensure that they are delivering a best-in-class experience at all points of the purchase cycle.”

From the brand perspective, having a PR and marketing team that has an international mindset is comforting. Simmons’ notes that her new clients are brands that sought her agency out as a fellow Aussie. “I think it is familiarity and trust; I can relate to them as someone who knows Australia well; our seasons and culture. Brands understand that they will receive special attention from a smaller agency with a focus on Australian brands.”

Azzi points out that many times Brazilian brands seek his agency out because of the language barrier alone. “Sometimes I partner with brands solely to identify appropriate partners for them in the US, even in recommending other PR firms that are more suitable for them. We’ve now expanded our reach to represent Turkish, Italian, Brazilian and American brands. My past experience in the business and having been in NY for so many years now allows me to really understand which brands are ready to expand into the US, and if not, our job is also to help them build a structure that allows for such.”

It’s not only about being a native, though. It’s truly the ability to have - and maintain - multiple market insights. Canadian-born Khimji explains that, “I do a lot of work with L’Oréal’s global communications team in Paris, where I’m able to offer a North American perspective while also being able to keep up with the specificities of their local culture, in French and for the most part, on their time zone (I’m a morning person!).”


L'Oreal Paris Runway Show, Chimera Collective 

At the end of the day, even the most strategic PR and marketing efforts are made that much more successful when the product is attractive to savvy shoppers. So, what is it about international brands that catch the American eye? Country perspectives:

Bindloss on Europe:
Americans love European design, particularly anything having to do with heritage - whether it's a Royal family member who is a client, or a technique that was done 100 years ago, focus on what makes that product unique and the brand story different from what brands in the US can offer.

Khimji on Canada:
Canada has been having a “moment” for a few years now, linked to both countries’ political and cultural context. So the simple fact of being Canadian often has a certain northern cool-factor. Additionally, many Canadian brands have a strong sense of ethics and authenticity, which resonates well in any market.

Simmons on Australia:
I truly believe Australian brands are ahead of the game and are more open to taking risks with their designs. The laid back and carefree attitude of Australians I think is refreshing in the US market. None of our designers take themselves too seriously, and we all know Aussies do beach fashion/ lifestyle very well.

Azzi on Brazil:
We are, naturally, very well known for our beachwear! It’s part of our culture, it's in the country’s DNA. We also have beautiful jewelry designers that we feel fortunate to represent.