10 tips for finding buyers in the European apparel market

European buyers will only connect with you if you can offer something better or different than the suppliers they already have. This means you need to find buyers that match perfectly with your company and products. This report will help you understand where you can find interesting prospects and how to approach them.

1. Determine your unique selling points before approaching buyers

Before approaching potential buyers, you need to determine your unique selling points (USPs). Ask yourself: What makes your company, your products, your service level or your CSR strategy special? What is your sales strategy? For instance, do you want to be the cheapest supplier in your country? Do you want to compete by being the most sustainable factory? By developing innovative materials and concepts? Or do you want to focus on a niche?

Successfully finding and engaging with new buyers is a continuous process. It takes large investments in time and money. If you do not prepare well by determining your own USPs, any match will likely fail.

Different buyers in the value chain

The most important distinction you should make between potential buyers is their place in the value chain because this will determine how they do business with you (see Table 1).

Within each part of the value chain, you will find buyers of different market sizes, with different requirements regarding quality, price, MOQs and sustainability. Each type of buyer needs a specific approach. Always try to find out in what part of the value chain your buyer is operating, what challenges they face in the market and how you can contribute to their company strategy.

Table 1: Different types of buyers in the European apparel market and their requirements

Each type of buyer has a different sales channel (or combination of channels) they use to sell your product to the European end consumer, as shown below in Figure 1.

Figure 1: The apparel market value chain

2. Use AI to help develop a unique value proposition

AI tools like Mistral, Claude, ChatGPT and Deepseek can help you do market research and develop a unique proposition for your company. By using the right text prompts, these tools can analyse who your potential buyers are in any market, how best to engage with them, and who your main competitors are and why. You can ask AI tools things like:

• “Identify and list X potential leads for my business based on Y criteria in Z area.”
• “What makes our company stand out in the market?”
• “How can I best engage with X potential leads when my USPs are Y.”
• “Who are my main competitors in market X?”

This article on Bizway can help you write good text prompts to help you develop a winning value proposition.

3. Search for buyers that match your size, MOQ, quality and price level

Any type of buyer can be a good match if you can comply with their requirements. You need to study them, decide if you match and possibly develop your proposition if you want to have a chance of doing business. Always try to find out what challenges your potential buyer has and try to offer a solution. Be a problem-solver for them.

If you are a small to medium-sized manufacturer in a developing country, intermediaries are likely the most interesting type of buyer for you. They can give you the opportunity to learn about market requirements under the guidance of an experienced market player. Other interesting buyers could be small to medium-sized (niche) brands and retailers in the medium to high-price segment.

Bigger factories usually focus on larger orders for multi-brand online platforms and big value brands and retailers. Producing small, flexible orders is difficult in a large factory. Be aware that multi-brand online platforms and big value brands need full social and environmental compliance, which means you need all the relevant certifications. Big buyers mean big requirements.

End consumers are an interesting target group, because of increasing opportunities to reach them via online channels and potentially high profit margins. However, this market comes with complicated customer service demands (return policy, for instance). Starting a business-to-consumer company in Europe can only be successful if you have local distribution channels.

4. Create a representative website and company profile

Many manufacturers in developing countries, and in Europe for that matter, still think a website or online company profile has no priority. They are wrong. Being untraceable online is not only a missed promotional opportunity, it is also a first hint to potential buyers that you run an unprofessional organisation. Because building a professional website does not require large investments, this is an excellent opportunity to distinguish yourself from competitors.

What should you publish on your website? Advertise your USPs. Selling your company is even more important than selling your product, so focus on compliance, certifications, and your ways of contributing to sustainable and ethical production. Do not focus only on your products or the machines that you have: show your employees’ faces and make sure they smile in the pictures, to convey a positive image of your company.

Promote your company online

Promoting your company online is one of the cheapest and most time-efficient ways of connecting to potential buyers. After you have created a representative website, it is important to direct potential buyers to it. There are several ways of doing this.

Social media

The most popular website for buyers in Europe to connect with other professionals is LinkedIn. If you do not have a profile yet, sign up and make one for free. Use the company profile that you created (see above) to make a LinkedIn company profile. Post articles or videos about new (product) developments in your company or directly approach potential buyers. Find apparel professionals by typing in ‘apparel’, ‘fashion’, ‘design’, ‘sourcing’ or related terms in the search bar.

You can also request to join specific sourcing groups, such as the Apparel Sourcing Group or Global Apparel and Textiles Sourcing.

Successful company webpages on LinkedIn include:

• Denim Expert (44,000 followers)
• Raymond Limited (230,000 followers)
• Arvind (165,000 followers)

These companies are not only successful because of their many followers on LinkedIn. Their opinion represents their industry and their vision helps others adapt to the changing industry. Their online publications and posts result in many interactions, making them seen and respected as industrial gamechangers.

Online search engines

Few buyers use online search engines to find new suppliers. To attract the buyers that do, make sure your website contains the term ‘manufacturer’ or ‘supplier’ plus the apparel items that you are specialised in and the country you operate in. Do a Google search for the keywords mentioned above and see which companies from your country are at the top of the search list. Try to analyse why the content on their websites makes them attractive for Google and draw inspiration for your own company website.

As there are many companies promoting their organisations online, the position of your website on Google determines the success of your website visibility. Make sure to invest in Search Engine Optimisation (SEO). Search Engine Land has an article on understanding the basics of SEO.

Paying for advertisement to promote your company

Before you decide to pay for advertisements (ads) on LinkedIn, Google or other online platforms, always compare your options and the different costs. Find out what results you can expect, set specific targets and start with small amounts of money. Websites like LinkedIn, Google and Facebook will let you target very specific groups based on very specific keywords, which is great. The problem with paid ads is that the cost per click (CPC) for the most effective ads can be substantial. That is because the most popular terms are the most expensive, because they attract the most competition.

Benchmarks for the CPC as well as click-through rates (CTR) can be found online, but ultimately it is for you to decide how much you want to invest in clicks. Check for instance these articles with benchmark information on CPC and CTR for:

• Google Ads
• Linkedin
• YouTube
• Facebook

Advertorials

An effective form of paid advertising is using advertorials to promote your business. Many popular online industry websites such as Fashion United or trade fairs such as Premiere Vision will publish paid articles on their website or in their newsletter. These articles can include photos of your company and products, or online videos, for example, about your company’s ambition or vision of the apparel manufacturing business.

5. Find potential buyers in online databases and on matchmaking websites

Several websites will let you search for potential buyers in a database of companies. Finding the name of a retailer or brand is not the biggest challenge, however. Connecting to the right sourcing manager in that company is. A great way to do this is to search on LinkedIn for sourcing managers at the companies that you have discovered in an online database. Other websites are specifically built to connect supply and demand in the apparel industry.

• Fashion United offers a database of European apparel brands and retailers by size and value.

The following websites are among the most-used matchmaking platforms by European buyers. Here you can sign up and connect with buyers that publish requests for quotations. All websites let you sign up for free. Some also have a paid membership service. In addition to promoting your offers, these websites let you browse inquiries from buyers as well. Be aware that the EU is reconsidering abolishing import duty advantages for entering the EU on goods below €150, commonly sold by online marketplaces like Temu and Shein. The EU considers these products a risk to the environment, consumers’ health and safety as many products are non-compliant, and the competitiveness of EU businesses.

• Alibaba – The world’s largest online B2B marketplace and one of the most popular platforms in Europe. It lets buyers search for suppliers of many different products, not only apparel, by country, product category, MOQ, total revenue and certifications. Alibaba supports many different languages besides English.
• Foursource – Together with Alibaba, Foursource is the most-used platform in Europe, specifically for apparel sourcing. Foursource lets buyers search for suppliers by country, product category, MOQ and certifications. It also offers manufacturers the opportunity to present their products in a virtual showroom.
• Indiamart – Considered the world’s second-largest online B2B marketplace after Alibaba, specifically built for suppliers from India.
• Fibre2Fashion Marketplace - Fibre2Fashion is one of the oldest and biggest online B2B portals specifically for the apparel industry. Next to matchmaking services for products ranging from fibres and fabrics to accessories and machinery, it offers analysis reports, consultancy services and a magazine.
• Sewport – An online B2B matchmaking platform to help designers and emerging brands find apparel manufacturers that can handle small to medium-sized MOQs. Sewport allows buyers to upload their sketches, tech packs and order quantities.
• Apparel Buyer Contact – Not a matchmaking platform but a consultancy service, selling comprehensive lists of European apparel buyers: the actual people responsible for sourcing apparel within European apparel companies, with their contact data.

Other interesting databases are the member lists of organisations concerned with sustainable production. The list below contains most of the biggest and best-known initiatives in the textile and garment industry. Another option is to check the member lists of sustainability standards. The ITC Standards map offers an extensive overview. Clicking on the logo in the table below will take you to the members list of the organisation.

Table 2: Sustainable textile industry organisations and their members

6. Visit the right events and come prepared

Trade fairs used to be the most important events for buyers and suppliers to meet and do business. They are not that important anymore, as many buyers and suppliers have found other, more time- and cost-effective ways to connect, for instance online. However, physical trade fairs can still be an interesting way to find potential buyers, if you prepare properly.

The following trade shows offer the best opportunities for connecting with European buyers. Every fair has a specific target group.

Figure 2: Participate in local support initiatives such as a national pavilion at a trade fair.

Source: FT Journalistiek

Fibres

• Pitti Filati: fibre and yarn fair in Florence, Italy.

Fabrics

• Première Vision: Europe’s most important international fair for yarns, fabrics, accessories, leather and trends in Paris.
• Texworld: fair for fabrics, trims and accessories, held simultaneously with Premiere Vision in Paris.
• Munich Fabric Start: fair for fabrics, accessories and innovations in Munich.
• Intertextile: fair for fabrics and accessories in Shanghai.

Leather

• Lineapelle: fair for leather, synthetics and accessories in Milan.
• ILM: leather goods fair in Offenbach, Germany.
• Gallery: shoes in Düsseldorf, Germany
• ACLE: fair for leather, footwear and accessories in Shanghai.
• APLF: fair for leather goods, accessories and fabrics in Hong Kong.

Apparel manufacturing

• Apparel Sourcing in Paris, France: the biggest garment sourcing fair in Europe, with nearly 30,000 visitors.
• Who’s Next in Paris, France: attracts mostly small and medium-sized brands.
• Source London: a combination of brands and private label manufacturing, heavy focus on sustainability.
• Interfilière in Paris, France: fair for lingerie and swimwear.
• ISPO in Germany: fair for sportswear.
• A&A in Düsseldorf, Germany: fair for workwear.
• AFSW in Ethiopia: biggest apparel sourcing fair in Africa.

Remember that participating in a trade fair can be a costly business. You need to hire a booth, prepare a collection, pay for transport, travel costs and working hours for yourself and your staff. To avoid disappointments and lost investments, always come prepared.

7. Follow up on new contacts immediately

Your work as an exhibitor at a trade fair, online trade show or matchmaking event does not end when the event is over. It has only just begun. Be quick to reconnect with potential buyers you have met. Send them promotional materials, samples or answers that they have asked for.

Figure 3: If you get questions via email, always confirm within a day, even if it is just to announce that you will respond more elaborately later.

Source: Photo by Brett Jordan on Unsplash

8. Find buyers via sector associations

Sector associations in the apparel industry represent and support member companies. In many cases, this includes providing information on sourcing issues, so this means opportunity for you to connect with potential buyers. Select a sector association for the companies you want to target and ask the association for possibilities to publish an introduction in their newsletter, or to participate in a matchmaking event. Most associations publish a list of members online, which is an easy way to gather data on potential buyers.

The following sector associations are the most important in Europe. They represent different international and national markets and market segments.

• The International Apparel Federation represents sector associations, brands and manufacturers in more than 40 countries.
• The European Branded Clothing Alliance represents over 70 member companies.
• Eurocommerce represents the interests of big retailers, wholesalers and retail federations in Europe.

European sector associations:

• German fashion represents the German fashion industry and the interests of its 350 member companies.
• The Fashion Council Germany is another German association, supporting more than 100 German fashion brands and retailers.
• The FHCM is the French sector association for high-end apparel brands.
• The UK Fashion and Textile association represents more than 400 fashion brands and designers in the UK.
• Mode Suisse represents the interests of companies in the Swiss textile industry and retail market.
• The Association of Swedish Fashion Brands represents the interests of 70 Swedish fashion brands.
• Modint is the sector association for Dutch apparel companies focusing on wholesale and manufacturing.

For an overview of national sector associations, check the member page of Euratex, the European confederation of textile and apparel associations.

The following are sector associations for specific apparel markets or niches:

• PCIAW is the international sector association for workwear.
• COTANCE is the representative body of the European leather industry.
• Children’s Fashion Europe promotes the interests of children’s fashion companies in Europe. It is formed by several national children’s fashion associations.

United Fashion is an independent platform connecting manufacturers to independent European designers and start-up fashion labels.

9. Let support organisations help you find buyers

Several international support organisations support the apparel industry in developing countries with export coaching. These organisations are funded by different governments and deploy sector experts. Participating in developing programmes is a good way to develop your business potential in the European market.

10. Set up a dedicated marketing and sales team

In many factories in developing countries, marketing and sales is done by one person: the CEO. This should be avoided. Developing and executing a successful marketing and sales strategy is too much work for one person. Secondly, marketing and sales require expertise and experience. Marketing is promoting your organisation. Sales has a clear focus on business development and buyer relationship. Both disciplines are highly specialised.

Hire a sales agent or representative

Developing and maintaining relationships with new buyers is a continuous, long-term process. A good way to do this is to employ a local sales agent or representative. The trend is that more and more manufacturers invest in sales offices and showrooms in Europe and employ representatives. Do not think, however, that anybody with a large network in Europe will get you easy orders. Prepare for a long-term investment in sales.

Figure 4: Because sales is a long-term process, having a local representative can make it easier for you to find (new) buyers.

Source: Photo by LinkedIn Sales Solutions on Unsplash

Use your existing network to find new buyers

If you have a good personal relationship with a buyer at a company, sharing your ambitions can open new doors. Buyers often have a large local network in the industry and will usually be happy to refer you to a friend if they are satisfied with the business relationship.

When a buyer moves from one employer to another, stay connected via LinkedIn. This will help you follow up on any career changes your contact might make and will let you see your buyer’s network.

Keep relations with current buyers strong and grow your business

Finding new buyers and setting up a business relationship is one the hardest things to achieve in the apparel industry. It is therefore important to keep the buyers you have and expand your business with them. If your buyer is happy, they will advocate for you within and hopefully also outside the company.

Remember the three phases of doing business successfully with a European apparel buyer:

• Phase 1: You have found a buyer and gotten a first order based on your unique offer, products, service level and compliancy. You have potentially solved a problem that the buyer has.
• Phase 2: Now is the time to build trust and keep your business going, based on your high level of service (on-time delivery, impeccable quality and smooth communication).
• Phase 3: If your buyer is consistently happy with you, there is a good chance of growing your business by getting more orders, higher volumes, a better price or different orders (other services including design and fabrics).

Further reading

The CBI study ‘11 Tips for Doing Business with European Buyers’ will help you understand what is needed to successfully approach a potential buyer and how you can develop a long-lasting business relationship with them.

The CBI study ‘10 Tips for Organising Your Exports’ will give you quick answers to the most pressing issues that come into play when organising shipments to Europe.

FT Journalistiek carried out this study in partnership with Giovanni Beatrice on behalf of CBI.

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