The state of fashion: how Dutch retail moved in spring 2025
Spring brought another wave of change to the Dutch fashion market. Some retailers gained ground, others lost momentum, and shopper behaviour continued to shift.
Using Accurat’s MarketMonitor tool, we analysed footfall trends, visit share, and consumer patterns between 1 February and 15 May. The data shows a market shaped not just by weather, but by evolving shopping habits, stronger digital competition, and shifting brand dynamics.
While internal sales figures offer part of the picture, they often miss what’s happening beyond the store. Market-level behaviour reveals where customers are going, who is gaining visibility, and how competitive positions evolve in real time.
In a retail environment increasingly shaped by online-first players and low-cost platforms like Shein and Temu, having that broader perspective has become essential.
A cold start, then a March revival
Spring 2025 began with colder temperatures than the previous year—particularly in February. Despite fewer rainy days, the chill held back early footfall across shopping areas.
But by March, as temperatures rose, so did retail traffic—providing a notable uplift compared to the same month in 2024. Interestingly, this rebound came before Easter, which fell in April this year. In contrast, April traffic dipped again, suggesting other dynamics—such as changing consumer focus or shifting promotional calendars—played a stronger role later in the season.
A modest rise in footfall
Across Belgium and the Netherlands’ eight main shopping streets, footfall rose by 1% compared to 2024. It’s a small but telling increase—especially in a retail climate increasingly dominated by online growth.
It’s easy to assume in-store shopping is losing relevance, but the data says otherwise. Even a modest increase in footfall—at a time of growing online competition—shows that physical retail still matters when timing and execution align.
Footfall winners and losers: brand shifts in motion
Looking at visit share reveals a shift in the competitive landscape.
🟢 Mango led growth with a 9% increase in visit share, supported by the expansion of its refreshed “New Med” store concept across Dutch high streets.
🟢 Cotton Club, MS Mode, and Takko Fashion all posted gains between 6–7%, signalling strength in affordable fashion. MS Mode opened several new locations this spring, reinforcing its retail footprint. Meanwhile, Takko Fashion is accelerating its expansion—with plans for more stores in the Netherlands this year.
🟢 Norah and ONLY also saw growth, with visit share increases of 5% and 2%, respectively.
🔴 On the other end, Jack & Jones recorded a 15% drop in visit share—the steepest decline among tracked brands—suggesting it may be losing visibility in competitive high-street locations.
🔴 WE Fashion and Shoeby both saw visit share fall by around 10%. Both brands announced store closures earlier this year.
⚪ terStal, C&A, and H&M remained largely stable, each posting changes under 1%. Like Shoeby, terStal has also reduced its number of physical outlets—a factor that may have influenced its steady but unremarkable performance.
Brands like Mango and MS Mode are showing how store investment pays off. Meanwhile, declines at others remind us that visibility and foot traffic need continuous attention—especially in the mid-market.
High traffic concentration in top players
C&A and H&M continue to lead in visits per store, each drawing 2 to 3 times more footfall per location than the market average. This ongoing strength reflects both scale and location efficiency.
Visit share movements often reflect changing shopper sentiment before it shows up in sales—giving retailers an opportunity to act mid-season, rather than retroactively.
Loyalty and frequency: understanding return visits
The four most visited brands—C&A, H&M, terStal, and Takko Fashion—also led in visit frequency, with shoppers returning more often throughout the spring. That suggests strong seasonal relevance and assortment fit, particularly for brands that cater to broad household needs.
Equally telling is how shoppers combine brands. Visitors to C&A and H&M were less likely than average to visit other fashion retailers. Their broader product offer likely reduces the need to shop elsewhere—though not entirely eliminating it.
Retailers with narrower assortments—like Cotton Club or Jack & Jones—were more often part of multi-stop shopping journeys. This is often linked to their focused target groups: they typically cater to men or women, but not to children, making them less suited for one-stop family shopping. As a result, shoppers are more likely to combine these visits with other brands to complete their trip. That opens doors to repositioning, partnerships, or reinforcing category strengths to increase relevance and retain share within multi-brand journeys.
A fashion market under pressure
This is all playing out in a retail environment under increasing strain.
Digital-native brands continue to redefine relevance and agility. Low-cost international platforms are reshaping pricing expectations. And consumers are making faster, more fragmented decisions—often influenced by mobile and social-first discovery.
Retailers that move quickly and build strategy around real behavioural data will be better positioned to hold ground in a shifting landscape.
Looking ahead: why real-time visibility matters more than ever
Spring 2025 underscored 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. MarketMonitor enables 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.
Success isn’t just about having the data—it’s about acting on it in time. The retailers that adjust mid-season, rather than waiting for end-of-season results, are the ones that stay competitive.