From mid-August to mid-September, Dutch families flocked to the high street to prepare for the new school year. This short but decisive back-to-school (BTS) period often sets the tone for the rest of the season. Our analysis shows clear shifts: C&A captured 20.9% of all visits, strengthening its lead, while Zeeman (–5.2% relative) and Shoeby (–17.2% relative) came under pressure.
These figures underline how competitive Dutch fashion retail has become. Winning brands are those that not only attract shoppers during peak moments but also stay on the shopping route and turn first-time visits into repeat ones.
Winners: steady leaders and strong climbers
🟢 C&A anchored the season with 20.9% share, edging up slightly (+2.1% relative).
🟢 H&M held firm at 14.5% (+0.3%), remaining a consistent BTS destination.
🟢 Kik gained strongly, up to 12.4% (+11.6%), confirming its growing appeal in affordable family fashion. The discounter has been expanding aggressively in the Netherlands over the past years.
🟢 terStal increased to 8.8% (+7.4%), showing solid momentum.
🟢 Takko Fashion added to its presence, climbing to 5.1% (+7.2%).
🟢 Mango grew to 2.8% (+10.1%), benefitting from fashion-focused assortments.
Brands under pressure: finding it harder to keep pace
🔴 Zeeman slipped to 18.7% (–5.2%), still the #2 player, it may be losing momentum against competitors like Kik that are expanding more aggressively and refreshing their formats.
🔴 Shoeby dropped sharply to 6.8% (–17.2%), signalling real challenges. In early 2024, Shoeby narrowly avoided bankruptcy through a creditor agreement, preserving most of its network. Still, the brand had to close several underperforming stores as part of its restructuring.
🔴 WE Fashion declined to 5.4% (–23.0%), facing stiff competition from both international fast fashion and fast-growing discount rivals. The brand has also closed multiple stores as part of a wider restructuring, which helps explain its weaker BTS performance.
⚪ Jack & Jones held smaller but steady ground at 3.2% (+2.8%).
⚪ Jola Mode remained niche at 1.3% (+4.6%).
Loyalty signals: combiners and returners
Not just about visits, loyalty is shaped by two key behaviours:
Combiners: Dutch families often combined visits to C&A and H&M, or Zeeman and Kik, showing where competition is most direct.
Return visits: C&A and KIK performed well in turning one-off traffic into repeat shoppers, while WE Fashion struggled to hold attention.
These are strong indicators of loyalty: brands that secure a spot in the shopping route and drive repeat visits within weeks will be the long-term winners.
Capturing share in back-to-school is one thing, but converting that visit into repeat behaviour is what defines long-term relevance in a crowded market.
The bigger picture: why some brands win while others fall behind
The results once again confirm that market share is never set in stone. Retailers that sharpen their relevance and respond quickly to consumer needs gain ground, while those that fail to do so can lose momentum just as quickly.
Timing is everything. Brands that adapt campaigns and assortments while the season is live win the race. The difference is made during the peak, not afterward.
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, BTS, and Christmas.
These periods can define a retailer’s quarter—but only if brands adapt fast. Accurat enables Dutch retailers to act on what’s happening now, not months later: adjusting campaigns, reacting to shifting footfall, and refining in-store offers while the season is still live.
Whether in the middle of a peak moment or planning for the next one, real-world behaviour remains the clearest signal.