Over the past few years, direct-to-consumer (DTC) fashion has exploded across Europe. Fueled by digital transformation, changing consumer values, and a shift toward brand authenticity, the DTC model is no longer just a U.S. phenomenon—it’s a thriving force across the European continent.
For U.S.-based fashion retailers eyeing international expansion, now is the time to ride this wave. Here’s why DTC is booming in Europe, and how American brands can enter and thrive in these lucrative markets.
The European DTC Fashion Surge: Market Signals You Can’t Ignore
Europe’s eCommerce scene is set to reach over $1.2 trillion by 2027, with fashion accounting for nearly 30% of that share. Within fashion, DTC is the fastest-growing model, enabling brands to cut out intermediaries, tell their own story, and build loyal customer bases.
- The European DTC fashion market is projected to grow by $99 billion by 2029.
- Over 65% of European online shoppers say they prefer buying directly from brands when possible.
- Social commerce adoption is high: 85% of fashion brands use influencers in at least one European market to drive DTC engagement.
This growth is being led not just by traditional players but by a wave of modern DTC champions.
Meet the Brands Leading the DTC Movement in Europe
1 - Ganni (Denmark)
A cult Scandinavian fashion label known for its sustainability-first approach, Ganni has embraced DTC both online and offline. With localized eCommerce experiences across Europe and a hyper-engaged online community, Ganni proves how storytelling and direct channels can win over eco-conscious shoppers.
2 - Golden Goose (Italy)
This luxury sneaker brand saw DTC account for 74% of its total revenue in 2023, with an 18% YoY growth in that segment. Their strategy? Mixing exclusivity with omnichannel precision, while investing in immersive DTC flagship stores and localized online experiences.
3 - ME+EM (UK)
A luxury British label that expanded into Europe using a DTC-first strategy, ME+EM uses data insights to optimize everything—from product drops to sizing preferences in each market. The result? High retention rates and double-digit revenue growth.
Why Europe Loves DTC Fashion: Consumer Drivers
Digital Maturity Meets Local Loyalty
European consumers are digitally savvy but expect personalized, locally relevant experiences. DTC brands that offer localized content, multi-currency pricing, familiar payment methods, and country-specific shipping policies outperform their peers.
Values-Driven Shopping
Sustainability, ethical production, and transparency are powerful selling points. DTC gives brands a platform to articulate their values and show impact—essential in markets like Germany, the Netherlands, and the Nordics.
Social Commerce & Influence
From TikTok in France to Instagram in Italy, social platforms are central to fashion discovery. U.S. brands that invest in local influencer partnerships see stronger ROI than through traditional advertising or reseller channels.
The DTC Advantage for U.S. Brands Expanding to Europe
By selling directly to European consumers, U.S. brands gain:
- Higher margins by avoiding reseller fees and wholesale markups.
- Control over the customer experience, brand voice, and service.
- First-party data to guide decisions, personalization, and product development.
- Faster go-to-market with fewer dependencies on retail partnerships.
How U.S. Fashion Brands Can Tap Into the European DTC Boom
1 - Localize everything
- Launch local storefronts with translated content, local currencies, and preferred payment methods (like iDEAL in the Netherlands or Klarna in Germany).
- Offer clear shipping options, local return addresses, and tax-inclusive pricing to reduce cart abandonment.Faster go-to-market with fewer dependencies on retail partnerships.
2 - Start with Key Markets
- Germany (largest eCom market, strong middle class)
- France (fashion-forward, digitally engaged)
- Netherlands (early adopter, high cross-border buying rate)
3 - Lean Into Logistics
- Local warehousing or efficient shipping from the U.S.
- Managed VAT compliance and customs clearance.
- Transparent return workflows, which are crucial in fashion.
4 - Prioritize Storytelling and Community
- Build loyalty through email sequences, localized social ads, and micro-influencer campaigns.
- Leverage sustainability initiatives, craftsmanship, and brand heritage to stand out in Europe’s value-conscious markets.
5 - Use the Right Partners
Conclusion: The Opportunity is Now
DTC fashion is thriving in Europe because consumers are actively choosing brands that offer personal connection, digital ease, and ethical alignment. For U.S. fashion retailers, the window to expand is wide open—but success hinges on doing it the right way.
With the right localization, logistics, and customer strategy, your brand can do more than enter Europe—you can win it.
Ready to expand into Europe the smart way?
Glopal helps U.S. fashion brands scale DTC globally with localized experiences, tax compliance, and seamless fulfillment.
