Independent fashion retailers sold 8% less this year than last year, as snow and ice kept consumers at home, and cheap Chinese e-shops continue to win market share
It wasn’t a good year for the winter sales in Belgium, according to Mode Unie, the association that represents independent retailers in Flanders. The organization blames the weather and the current state of the world.
“The snow in the beginning of the sales period kept people at home,” says Isolde Delanghe, director of Mode Unie. “And just like last year, we see that negative news about what is happening in the world worries customers. They tend to save money rather than spend it.”
The Unie’s members report 8% less sales than in the 2025 winter sales. More than 60% of retailers sold less, while some 22% sold more.
It's our government’s responsibility to ensure a level playing field
Isolde Delanghe
Although returns were down, most retailers are not looking at a huge amount of overstock. That’s because nearly 63% of them bought less autumn and winter stock in 2025 then they did in 2024.
Despite fashion retailers adjusting their purchasing behavior, maintaining strong online visibility and continuously focusing on creating experiences, it remains a particularly challenging time for the sector, reports the Unie. International online players offer low-quality goods at bargain prices and are not confirming to European safety standards.
The Unie also says that there is insufficient oversight of the vast quantities of products entering Belgium from China. “It's our government’s responsibility to ensure a level playing field,” says Delanghe.
Good turn-out expected on final day
She states that her organization and Unizo, which represents small to medium-sized businesses in Flanders and Brussels, are happy about the soon-to-be-implemented European parcel tax. “But we regret that the extra Belgian tax was withdrawn,” she says. “It’s a missed opportunity to protect our own independent retailers and position our country as an international leader.”
Retailers are looking forward to the final day of the sales on 31 January. The final day is usually busy, attracting shoppers who haven’t made it to the sales yet.
They are also expecting the summer sales to match last year. “Consumers are tired of the grey weather and bad news,” says Delanghe. “They are looking forward to longer days and a better mood to shop for the colorful spring collections. Our independent retailers are ready with a smile and personal service to help them.”