How to expand your brand overseas, according to fashion insiders

The promise of overseas opportunities and a new audience can be a game-changer for emerging fashion talent.

You don’t need to be an industry expert to know that ‘making it’ as a fashion designer is no easy feat. Whether you’re an independent creative or part of a wider brand umbrella, the challenges of a 2025 market, like shifting consumer sentiment, financial uncertainty and the rise of dupes, are seemingly inescapable. 

For Australian brands, ‘making it’ can often be defined by successfully breaking into international markets. While we love supporting local creatives here at Fashion Journal (that should come as no surprise), the promise of overseas opportunities and a new audience can be a game-changer for emerging fashion talent. 

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What international buyers want

In theory, it’s simple: create an international site, spread the word and wait for the overseas orders to roll in. However, according to the Head of Marketing at Viktoria and Woods, Dianne Biviano, international demand usually isn’t a problem for Australian fashion brands.

Australian designers produce high-quality garments and products. We’re very creative [and] we do things differently,” she says. “For example, [a Viktoria and Woods] wool cardigan uses high-quality Merino wool. It’s beautifully made and very well thought-out. Customers are looking for that, they’re quite discerning.” 

But your product offering isn’t the only thing to consider. According to a recent consumer study, shipping and delivery speed also play an important part in buying decisions, alongside affordability (47 per cent said this was a priority), variety (37 per cent), quality (28 per cent), low shipping costs (27 per cent) and fast delivery (26 per cent). 

To avoid one-hit-wonder shoppers, the study reveals factors like product satisfaction, on-time deliveries and a streamlined shopping experience were most important to customers when considering a second purchase.

A crash course in international shipping

Navigating international shipping can be one of the most difficult parts of brand expansion. Each country has its own unique customs requirements and logistics challenges, and finding reliable delivery partners for global shipping is vital. In terms of what’s right for your business, there are four key aspects to consider: price, speed, returns and customer experience.

Price

According to that same Statista survey, 50 per cent of people who shop online with an Australian retailer will abandon their cart if shipping is too expensive. 

A brand at the forefront of international shipping strategies is the Sydney-based outfit, Sir. “[Australia Post] has been an open book, sharing information on performance and lead times on current lanes into international markets,” says Patrick Callanan, Sir’s former Director of Operations.

“They’ve said ‘Hey, listen, this country in particular over the last six months has jumped in delivery performance. We’re getting more volume and economies of scale, so we can offer this price and these delivery times.” 

Patrick’s advice? Find a shipping partner who understands that delivery experience is an essential part of having a competitive advantage for online retailers. 

Speed

Getting intentional about shipping and stock management also helps your business to get products into customers’ hands as quickly as possible. “It’s too overwhelming to bite off 100 countries,” says Patrick. 

During his time at Sir, he worked with Australia Post on identifying cost-effective products and effective integrations to increase the speed of delivery.

“We [were] looking at the possibility of being able to ship from the store internationally with Australia Post. We can tap into the stores to make the stock work faster and turn it into cash more quickly, which is really important,” he says. 

To appeal to your price-orientated customers, you can offer options at checkout for cost-effective standard delivery, or slightly more expensive express delivery.

Returns

Deciding how to handle returns is particularly important for brands offering international orders. “[Your] returns policy is always in the top three highest selling points for the customer when shopping online, especially when buying for the first time,” says Robin Losson, the Group Head of eCommerce at Bond-Eye Australia Group.

“With many retailers and stockists, it’s hard to align our returns policy with theirs because they obviously have a local advantage and volumes… We approach our returns for international customers on a country-by-country basis. We estimate shipping, profitability and returns, calculating the costs associated with operating in the country and how feasible it is for us.” 

Sir dedicates an entire website page to returns. It outlines in detail if and how returns and refunds can be accessed for particular product types, payment types, full-price and sale items, as well as the costs for using return postage labels. There are step-by-step guides for returning items by post and in-store, making the process easier for overseas customers to understand. 

Customer experience 

Patrick said Australia Post knew Sir customers as well as they did, and collaborated to create the customer experience they demanded. “We really want[ed] to exceed customer expectations and deliver on that Sir customer promise,” he says.

His hot tip is to automate your delivery updates, which reduces customer service enquiries and takes the pressure off your team.  

Finding your perfect (delivery) partner

Wherever you decide to expand, the most important consideration is that your shipping partner supports your business’s ability to grow. 

Building a strong relationship with your shipping partner means access to the best solutions for your unique business, products and shipping needs. If in doubt, reach out – you can’t start a relationship without getting to know each other first.  

Thousands of eCommerce businesses partner with Australia Post to unlock global expansion. Find out more here.