Published on 09/11/2024 21:38
Reading time: 1min – video: 3min
Made in France: the tricolor sneaker relies on innovation to stand out
Made in France: the tricolor sneaker relies on innovation to stand out
(France 2)
The Made in France show is an opportunity to highlight French know-how. The youngest companies intend to offer an alternative to the sneakers of the American and German giants.
Today, one in two pairs of shoes sold is a sneaker. In Maine-et-Loire, a shoe factory makes its own with almost all French materials. In 2018, she relocated her stitching workshop. This know-how pays off. Ten years ago, the company made 5% of sneakers, compared to 30% today. It also has a refurbished after-sales service.
Between 2019 and 2023, the purchase of sneakers increased from 40% to 53% of sales in France, or 76 million pairs sold for a turnover of more than 3 billion euros. In this strategic market, French companies are banking on innovation. At the Made in France show, a Drôme brand which launched into sneakers in 2017 hopes to stand out thanks to the choice of ecological materials. Manufacturers are counting on sneakers to develop their business while the leather shoe sector has been in difficulty for several years.
Watch the full report in the video above
