Fashion startups have fared better in Europe than in the USA. The "whales" in that industry are wives of financiers, sheikhs and commodities barons, along with

Fashion startups have fared better in Europe than in the USA. The "whales" in that industry are wives of financiers, sheikhs and commodities barons, along with celebrities. The next best group to sell to are the financiers, sheikhs, and commodities barons themselves. The globalized Patrick Bateman. All of these groups are well represented in Europe, especially London. The next tier down in customer is the highly urbanized 20-34 year old. Due to the constraints of urban living when this group has extra cash they tend to buy $400 bags and shoes, rather than put it into a car or mortgage payment. There are far more people in this group located in Europe and Asia than there are in the USA. It probably doesn't make sense to start many other sorts of online business in London, but fashion is an exception.