How can Scandinavian brands enter the US market? This is what we explore in the latest CIFF Media episode, where Kate is joined by Chris Corrado, Founder of Plus Plus Agency, Jian DeLeon, Head of Men’s Fashion at Nordstrom, and Eric Asence, Buyer for Saks Fifth Avenue. All based in New York and with years of experience in the American fashion industry – both from a retail and sales perspective.

Forget all about chasing a trend – stay consistent in your brand aesthetic and messaging, create real human relations to all stakeholders, and build on your brand awareness through strong, authentic brand activations – both offline and online. Like NN.07 getting their Gael jacket on Jeremy Allen White in The Bear, Palmes creating an authentic tennis community on social media or having a strong showroom setup like Séfr.

Just like it is crucial to remember that a LA or New York customer is not a microcosm for the rest of the US.