For France Cauchy, manager of the La Bel’France boutique, in Cluny (Saône-et-Loire), which only offers tricolor products, summer 2023 has not kept its promises. “ Attendance, sales and average basket are down around 20%says the trader. Everything sells less well. Even soaps costing 5 or 6 euros are less successful this year! »
An effect of the weather and French vacationers going abroad instead of visiting France… but not only that. Because the disenchantment with “made in France” is not only felt in this pretty Burgundian city. As with organic products, whose sales fell 13% in the first half of the year, products manufactured in France are suffering the backlash of inflation: households, who closely monitor their spending, prefer to opt for products that are certainly imported, but cheaper.
“ The price signal is extremely strong and this affects all levels of society. Not everyone can afford to buy pants for 120 euros or a t-shirt for 45 euros”recognizes Christèle Merter, president of La Gentle Factory, a tricolor clothing brand (as its name does not indicate) that she created in 2013.
“ We have seen consumption decline over several periodsrelates Mme Merter. The first shocks were felt in June 2022. Things went from bad to worse and September [2023] was really bad. » The brand then launched a promotional operation for its tenth anniversary: “ All our items were displayed at 50% off on the site. In ten hours, we made 10% of our annual turnover », welcomes the business leader. Proof that consumers are not shunning blue-white-red as such, but rather the prices that go with it.
Textiles and shoes are struggling
“ Since the spring, we have seen a drop in sales of “made in France” brands of up to 30%, sometimes more.confirms Olivier Ducatillon, president of the Union of Textile Industries. This is a real problem. When economics take over, the origin of products is no longer at the top of the list of concerns. » If textiles and shoes are not doing very well, French furniture is hardly more vibrant, with a drop in sales which can go up to 40%, according to Charles Huet, president of La carte française, une carte -gift distributed by works councils, which allows you to treat yourself to French products.
Fabienne Delahaye, president of MIF Expo, the “made in France” trade show, which will be held in Paris from November 9 to 12, assures us: “ The craze exists. People are aware of the issues. This is an established fact. » However, businesses, which represent around 100,000 jobs nationally, are suffering. To be able to maintain their presence at the show, “exhibitors told me that they were going to make savings elsewhere, for example by canceling communication campaigns”confides Mme Delahaye.
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