Smarter tools, stronger results, and trend colors for 2027
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During the Retail Happening in February, retailers explored the future of retail together, gaining valuable insights into data-driven marketing and a clear trend vision towards 2027.
Through talks by Ken Borremans (Comark) and Wendy Luckx & Laura Buydaert (Creamoda), attendees received concrete tools to work more strategically. In addition, UNIZO and Mode Unie were available to answer legal questions, Tilroy presented their retail software, and visitors could find inspiration at Atelier Houthuys and TICA.
Data that delivers results. Colors that set the direction. One clear message: retail is becoming smarter and more conscious.
1. Why Many Retailers Miss Opportunities!
Many systems operate alongside each other instead of being integrated. Over time, they were added one by one and were never designed to work together: POS → webshop → email marketing → loyalty program.
Consequences:
No complete customer profile
Marketing feels like noise
Irrelevant campaigns
No clear insight into purchasing behavior
Customers do not feel personally addressed
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From Separate Tools to True Customer Clarity
Ken Borremans from Comark emphasized that it’s not about using more tools, but about orchestration: bringing all separate tools together into one integrated system. This creates quick, measurable results that directly improve your marketing.
Quick wins:
Welcome communication → accelerates the second purchase
Back-in-stock / price-drop alerts → stimulate repeat purchases
Winback campaigns → based on purchase intervals
VIP early access → creates exclusivity without relying on discounts
Browse and abandon flows with stock context → increase relevance
Suppression logic → prevents promotional overload
“Most retailers don't need more tools. They need better connections. ”
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The Impact of Smart Data
Action → Result
Actions:
In-store buyers are recognized online
Online buyers can be activated in-store
Inactive online buyers receive targeted reminders
Purchase history guides communication → increases relevance
Loyal customers receive early access → building valuable relationships without relying on discounts
Results:
Clear insights into customer behavior
Better decisions based on real data
Less dependence on discounts
Higher repeat purchases
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2. Reimagining Sustainability: The Future of Fashion
In the second part of the afternoon, Wendy Luckx and Laura Buydaert from Creamoda presented their Trend Forecast SS2027.
As the Belgian federation for the fashion industry, Creamoda supports fashion companies through advice, knowledge sharing, and sector promotion. During this session, they presented their 360° trend forecast, with sustainability as a fundamental pillar.
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“Mode wordt circulair, collaboratief en creatief. ”
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The 5 Trend Colors for SS2027: Stay One Step Ahead as a Retailer!
Next season is all about color with meaning colors that create impact and tell a story. Retailers who understand these trends can design collections that are both aesthetically strong and future-proof.
1. Luminous Blue
The strategic color story of SS2027: historical pigments such as lapis lazuli and cobalt translated into a modern, technological context. More than just a color, it becomes a powerful storytelling tool.
Keywords: Interconnectivity · Nurturing Escapism · Transseasonal · Vibrance
Materials: lamé, sequins, faux fur, satin, holographic lycra
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Gallery - Retail Zoom Lab
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Don’t Miss the Next Retail Happening!
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