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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Find Customers in New Markets

Trunk shows, niche newsletters and old fashioned word of mouth are creative ways to reach your target audience without relying on traditional advertising.
Store opening party in the American Dream Mall; attendants taking photos.
Ep Yaying's store launch party on Dec. 9. (Brendon Cook/BFA.com)

Swiss shoemaker Daniel Bucheli opened his first store in the US last year knowing it would take months — if not years — to establish his brand there.

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About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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