From customer to community: why connection makes the difference in retail
A shop is no longer an island. In a retail market where consumers are increasingly conscious of where, how and from whom they buy, a good product offering is just the beginning. A strong narrative, a recognisable identity, a pleasant experience and, above all, a sense of belonging make all the difference today. Retailers who create genuine connections build not only trust and loyalty but also a community that is eager to return. This evolution is the focus of the second edition of Curated by Trademart, the biannual magazine from Trademart, launched today during the Trademart Retail Happening.
With more than 1,500 brands in fashion, home and living, and baby and kids, Trademart is the largest business-to-business (B2B) purchasing centre in Europe. It is also evolving into a hub for knowledge, inspiration, discovery and networking. This edition focuses not just on what is on the shelves, but primarily on how retailers create connections with their customers and partners.
Veerle De Taeye, marketing director at Trademart, summarises this idea: “Retail today is about so much more than what is on the hangers. Consumers want to feel seen and understood, and they seek out places and brands they can connect with. A community is therefore no longer a nice-to-have. It builds bridges between the retailer and the customer, as well as between the retailer and the exhibitor.”
From purchasing place to meeting place
The launch of this edition of the Curated by Trademart magazine took place during the Trademart Retail Happening. Retailers, brands and experts gathered to discuss the current and future state of retail. The magazine's central theme, ‘From customer to community’, was also discussed live during a panel discussion with Els Keymeulen (Feeling), Magalie Dierckx (MMBSY) and Amber Platteau (CADET), moderated by Nathalie De Schepper.
Drawing on their diverse expertise, they discussed how retailers can build a strong brand and an engaged community today. They focused on brand identity, authenticity, the interplay between physical and online retail, and the role of social media and creators.
The Retail Happening thus highlights the broader role Trademart aims to play within the retail sector. It serves as a meeting place where retailers, brands and experts can connect, exchange knowledge and ideas, and collectively contemplate the future of retail.
From customers to a community that stays
How do you build a community as a retailer? How do you ensure that customers not only buy from you but also feel engaged with your brand? Curated by Trademart seeks answers from retailers, exhibitors and other voices in the industry.
For instance, Eliza De Waele of Kabine explains in the magazine how she expanded her business to four locations in ten years, consciously positioning it as more than just a shop. Customers visit not only to shop but also to drink coffee, eat, spend time and meet each other. Drawing from this experience, De Waele shares five insights for retailers looking to strengthen their community: start with the feeling you want to convey; make your DNA tangible everywhere; give customers a reason to stay; build trust; and connect online with offline. Her most important lesson? “A customer buys from you, but a community lives with your brand.”
Studio LouLou in Ostend also demonstrates how identity and community go hand in hand. Amber Leune is building a colourful boutique that deliberately does not try to please everyone. By creating a distinct signature, the shop successfully attracts the right clientele.
Connection works in two directions
Moreover, community building is not just a story between the retailer and the consumer. The relationship between retailers and exhibitors is also becoming increasingly important. This is why Curated by Trademart also features several exhibitors.
Hannelore Engelbosch of Woodville Agency sees personal contact and meaningful relationships as important antidotes to the uniformity emerging in today's retail market. According to her, consumers are looking for shops with character, a clear identity and an experience they cannot find everywhere.
Karim Al Abdaoui of the Malibu showroom also emphasises the enduring relevance of physical retail. Fashion is something you still want to see, feel and try on. For him, Trademart is a place where collections, ideas and people come together, and where the dialogue between brands and retailers is central.
From trend to asset
In addition to the community narrative, the second edition of Curated by Trademart also looks ahead to the developments shaping the future of retail. Architect, photographer and content creator Amaël Hazza guides readers through the spring/summer 2027 trends, where maximalism, colour, vintage and objects with character will once again play a prominent role.
In fashion, the lines between sporty, casual and formal wear are becoming increasingly blurred. Dominique Nzeyimana, a journalist and podcaster with strong expertise in fashion, music and culture, delves into this evolution towards hybrid dressing. From her broad perspective on fashion, she shows how retailers can inspire customers with styling and unexpected combinations, rather than sticking to classic product categories. Her key piece of advice? “Know yourself, know your audience and dare to surprise without alienating.”
Trademart as a place where retail comes together
With Curated by Trademart, Trademart aims not only to showcase what is available for purchase but also to highlight what is becoming relevant for retailers. Drawing from its wide mix of categories and direct contact with retailers and exhibitors, the magazine brings together various industry perspectives. It translates current developments into concrete insights and inspiration for retailers.
Through other initiatives such as events, lunch and learns, mood corners and themed routes, Trademart continues this focus on knowledge and inspiration throughout the year.
About Trademart
With more than 1,500 brands in fashion, home and living, and baby and kids, Trademart is the largest B2B purchasing centre in Europe. Since its founding in 1975, the six-storey Brussels complex has grown from a traditional purchasing site into a hybrid platform that combines showrooms with digital tools and strategic partnerships.
Retailers can find not only collections but also knowledge, inspiration and connections there. The interplay of tangible experience and digital efficiency elevates the purchasing process, making Trademart a vibrant hub where the future of retail is being shaped.