Belgian brand manufacturers see the positive trend among consumers to buy more homegrown brands. 57% of the brands that participated in the survey therefore consider it crucial to actively promote themselves. 80% do this mainly through their social media channels and their webshop. However, there is still a lot of work to be done: 53% of the surveyed fashion brands indicate that they can bet even more on their Belgian identity in the future by, for example. cooperate more closely with their points of sale / fashion retailers or by organizing actions in their own stores.
Belgian brand manufacturers see the positive trend among consumers to buy more homegrown brands. 57% of the brands that participated in the survey therefore consider it crucial to actively promote themselves. 80% do this mainly through their social media channels and their webshop. However, there is still a lot of work to be done: 53% of the surveyed fashion brands indicate that they can bet even more on their Belgian identity in the future by, for example. cooperate more closely with their points of sale / fashion retailers or by organizing actions in their own stores.
Independent fashion traders indicate that they buy more Belgian brands and are more active in promoting Belgian brands. This approach translates to higher sales within the Belgian fashion segment. On average, there is 9.7% more Belgian fashion in store shelves than five years ago. This brings the total share of Belgian brands in independent fashion stores to no less than 45.4% of the retail supply.
Belgian for everyone
The main argument for buying Belgian fashion brands remains the local and Belgian character. 59.7% of fashion traders indicate that their customers consider this the main reason for choosing homegrown fashion. Supporting the Belgian economy, the good quality, fit and style of our own brands also appeal to the Belgian consumer.
Wendy Luyckx, spokeswoman Creamoda, Belgian fashion federation, says:
“ Belgian fashion is for everyone and has a lot to offer in all segments and for all types of consumers. As a Belgian we must be absolutely proud of that! We see a post pandemic that the consumer is moving away from buying fast fashion and that they are spending their clothing budget more and more qualitatively, for example by investing in sustainable basic items and permeable outfits. Belgian brands at a local retailer clearly have an edge here for ”.
Belgian sells
The survey also shows that the Belgian character of a fashion brand is an additional selling point in the store. 61% of the multi-brand shops indicates that this is a decisive factor in whether or not to buy a garment. There is therefore plenty of effort to promote the Belgian range in the store: 70% of the fashion traders indicates that they actively put their Belgian brands in the spotlight in the store and on social media.
Isolde Delanghe, director of Mode Unie, states:
“ After the successive crises, the consumer clearly sees the advantages of buying Belgian, qualitative fashion and the strengths of the ‘ shopkeepers ’ in a local fashion store. That is why it is becoming increasingly important to focus as a fashion retailer on a total shopping and brand experience in which Belgian fashion is central ”.
Continuing to raise awareness is a must
71% of Belgian fashion manufacturers and independent retailers indicate that campaigns such as the Week of Belgian Fashion, Whirline eggs and other initiatives to make consumers more aware of buying locally and investing in Belgian fashion, work. Keeping to raise awareness about buying locally and Belgian remains a must. Buying locally ensures that your expenses return to yourself and society.
The Week of Belgian Fashion is an initiative of Creamoda and Mode Unie and aims to make consumers more aware of Belgian fashion and local shopping. By demonstrating that Belgian fashion is available within every price segment and is therefore accessible to everyone, the sector organizations want to make Belgian consumers more proud of Belgian fashion.
More info: wvdbm.be
Source and photo: Creamoda