10 Types of Global Distribution Channels

A Practical Guide for Fashion Brands Entering International Markets

When a fashion brand plans to expand into global markets, the first critical question is:

“Which distribution channel should we enter first?”

The answer depends on the target country, brand stage, price positioning, and production capacity.
In this article, we break down the 10 most widely used global fashion distribution channels, explaining their strengths, limitations, and ideal use cases.

One of the most traditional yet still powerful distribution channels.

Common Types

• Multi-brand boutique buyers

• Regional wholesalers

• Department store buying teams

Pros

• Large order volumes

• Increased brand credibility

• Fast market entry

Cons

• Lower margins (typically 50–60% wholesale pricing)

• MOQ and delivery pressure

Best for:
Mid-range to premium brands with stable production

A key channel for building brand prestige and long-term credibility.

Examples

• Nordstrom

• Selfridges

• Galeries Lafayette

Pros

• Strong brand positioning

• High exposure to media and buyers

Cons

• Extremely strict entry requirements

• Unfavorable margins and return policies

Best for:
Designer brands focused on brand image

One of the fastest ways to scale internationally.

Examples

• Net-a-Porter

• SSENSE

• Farfetch

Pros

• Global customer access

• Lower upfront costs than offline retail

Cons

• Intense price competition

• High return rates

Best for:
Brands with strong visual identity and digital presence

A strategy that leverages existing platform traffic.

Examples

• Amazon

• Zalando

• Tmall Global

Pros

• Quick market testing

• Access to local infrastructure

Cons

• Limited brand control

• Risk of price erosion

Best for:
Volume-driven brands or market testing

Partnering with specialized distributors in each market.

Pros

• Access to local networks

• Reduced language and regulatory risks

Cons

• Lack of transparency in distribution structure

• Reduced brand control

Best for:
Brands entering Europe, the Middle East, or Latin America

Intermediaries specialized in connecting brands with buyers.

Pros

• Low initial entry cost

• Easier access to buyer meetings

Cons

• Commission-based structure

• Limited scalability

Best for:
Brands entering overseas markets for the first time

A channel focused on delivering direct brand experience.

Pros

• Direct customer feedback

• Strong media exposure

Cons

• Uncertain ROI

• Short-term operation

Best for:
Brands with strong storytelling and identity

Selling directly to international customers through your own platform.

Pros

• Higher margins

• Full ownership of customer data

Cons

• Logistics and customer service burden

• Requires ongoing marketing investment

Best for:
Brands with an established domestic fan base

Local partners operate the brand in specific regions.

Pros

• Rapid geographic expansion

• Lower operational risk

Cons

• Reduced brand control

• Potential long-term brand dilution

Best for:
Brands with strong intellectual property (IP)

One of the fastest-growing modern distribution strategies.

Examples

• Global buyer lists

• B2B matching platforms

• Data-driven direct outreach

Pros

• Full control over distribution strategy

• Eliminates unnecessary intermediaries

Cons

• Requires solid strategy and content preparation

• Initial trial-and-error phase

Best for:
Brands aiming to build long-term global presence

Attractive design alone is no longer enough.
U.S. fashion buyers in 2026 evaluate brands based on:

✔ Clear brand identity

✔ Stable supply, pricing structure, and quality

✔ Strong SNS presence + compelling content

Brands that demonstrate these strengths will stand out in the 2026 U.S. wholesale market
and have a significantly higher chance of building long-term partnerships with buyers.