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.
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.
Brands like Mango 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.
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.
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.