From mid-August to mid-September, Belgian families rushed into shops to prepare for the new school year. This short but intense back-to-school (BTS) period is one of the most decisive moments in the retail calendar, often setting the tone for the rest of the season. Our analysis shows clear shifts: C&A captured nearly a quarter (24.2%) of all visits, reinforcing its position as the anchor of BTS shopping, while JBC saw its share fall sharply (–7.6%).
These figures highlight how competitive the market has become. Winning brands are those that not only attract attention during peak moments but also manage to stay on the shopper’s route and convert first visits into repeat ones. With the stakes this high, back-to-school remains a true stress test for fashion retailers in Belgium.
Winners: steady leaders and strong climbers
🟢 C&A remains the anchor of BTS, capturing 24.2% of visits and edging up versus last year (+3.1% relative).
🟢 Zara strengthened to 14.2% (+3.0% relative), underlining its role as a must-check destination with strong locations and trend appeal.
🟢 A.S. Adventure delivered the fastest relative growth (+7.2%), reaching 5.3%—parents clearly value durable, outdoor-leaning essentials for school.
🟢 Jack & Jones posted a +5.2% relative uplift (still a smaller BTS player, but gaining traction).
Brands under pressure: finding it harder to keep pace
🔴 H&M slipped to 19.2% (–3.1% relative), though it remains the #2 player in the market.
🔴 JBC fell to 10.2% (–7.6% relative), signalling share pressure in a more competitive family segment.
🔴 Zeeman eased slightly to 16.0% (–1.9% relative).
⚪ Bel&Bo held broadly flat at 8.8%.
Loyalty signals: combiners and returners
Not just about visits, loyalty is shaped by two key behaviours:
Combiners: families visiting several brands in one trip. H&M and Zara were frequently visited together, as were C&A and JBC—direct evidence of head-to-head competition.
Return visits: families who came back multiple times within the BTS window. Here, C&A, H&M, and Zara stood out, successfully turning one-off visits into repeat traffic. JBC, by contrast, underperformed on this loyalty metric, deepening its decline.
Together, these are powerful indicators of loyalty. Winning retailers are those that secure a place on the shopping route and motivate families to return within weeks, not months.
Being on the shopper’s route is important, but turning that first visit into a second or third is where true loyalty begins.
The bigger picture: why some brands win while others fall behind
The numbers show that market share is never set in stone. Retailers that sharpen their relevance gain quickly, while established names can just as quickly lose momentum.
A clear story emerges: brands that focus on relevance and experience don’t just attract more visitors, they also succeed in drawing them back. Zara combines fashion appeal with prime locations. A.S. Adventure wins by positioning itself around quality and durability. C&A remains a trusted family go-to thanks to its breadth of offer.
On the other side, brands struggling to keep their proposition sharp are finding it harder to hold attention. H&M feels the squeeze of intense competition, while JBC is losing appeal as families find alternatives that better meet their needs.
Timing is everything. Brands that adapt campaigns and assortments while the season is still live win the race. The difference isn’t made after the fact, but during the peak itself.
Looking ahead: why real-time visibility matters more than ever
Back-to-school 2025 confirms how quickly shopper behaviour can shift—especially during high-impact moments like Easter, mid-season sales, back-to-school, and Christmas.
These periods can define a retailer’s quarter—but only if brands are positioned to adapt fast. We enable retailers to act on what’s happening now, not months later: adjusting campaigns, reacting to shifting footfall, and refining their in-store offer while the season is live.
Whether you’re in the middle of a peak moment or planning for the next one, real-world behaviour remains your clearest signal.