For some years now, made in France products have the wind in their sails. A real driving force to come out of the 2008 economic crisis, the new dynamism of the “Made in France” market expands all over the world.
General awareness and self-empowerment being the new social trend, 77% of French people today say they are willing to pay more to buy French. Once our chauvinism assumed and put aside, equally patriotic and benevolent reasons to consume local appear:
Preserve employment in France. It is not just a presidential elections’ subject, but an everyday economic necessity directly related to our choices as consumers.
According to consoGlobe, “by choosing the Made in France once out of two for the purchase of our shoes, we would participate in keeping between 55,000 and 160,000 jobs”.
Cause and effect, the French manufacturing entails the respect of the social norms to which we are attached and affirms our disagreement with the human exploitation which continues to exist nevertheless. Today we have the means to be responsible in our way of consuming and it is hardly acceptable to wear a t-shirt made by an exploited child. We take this opportunity to salute the initiative of Le Tshirt Propre, which combines French manufacturing and eco-responsibility.
Speaking of ecology, it is also a well defended cause by the actors of the “Made in France”, just as Fantome that shows great ingenuity with its 100% vegan, French and eco-responsible collections of leather goods and accessories. And also, buying local products reduces the distance traveled for their design and routing, and therefore pollutes less than something being shipped from the other side of the world!
Internationally, “Made in France” products are not always seen in the same way. Unanimously recognized as the ultimate symbol of refinement and elegance, the “French-style” luxury sector rules on the fashion catwalks. On the other hand, and particularly in the technology market, “Made in France” is not generally perceived abroad as innovative. It even seems that we are a little left behind.
Paradoxically and that said in a general way, in the absence of evolution, we create the revolution. Airbus, which builds its reputation with the A380 and stands up to American giant Boeing, is a good example.
At the time of the Do It Yourself, service exchange platforms and trendy thrift stores, we find that today we do not want to pay for poor quality products anymore. The high-speed consumption era seems to be coming to an end, and the new generation is now looking for quality rather than snapshot. The Made in France has always been able to respond to this concern for quality, but has long been reserved for the luxury sector, or neglected for the low-end and throw-away products.
Finally, we note that France is land of expertise but it is only recently that it stopped relying on its reputation for excellence to start innovating. At Regalia, we feel invested in this challenge of reconciling heritage, modernism and new modes of consumption.