While the sector of ready-to-wear is weakened, various French fashion brands have nevertheless managed to take a special place in the hearts of the French.
In any case, this is what a study conducted by Ipsos and the company BonialDrive-to-Store expert in Europe with more than 350 employees.
Value for money, a major purchasing criterion for the French
It’s a fact, retail brands play a central role in the lives of the French, as evidenced by 80 % of them considering them as essential, both economically and socially speaking. Indeed, these companies have become much more than just points of sale, since they represent a key element of our daily lives, influencing our consumption habits, but not only that.
In a palpable economic context, where l’inflation is at the heart of all discussions, how have the French learned to consume fashion differently? Part of this response is provided by Bonial, who focused his interest on the consumption habits of the latter.
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The French’s favorite ready-to-wear brands, according to a study
Carried out among 10,000 people surveyed, the study, relayed by a press release and Fashion Networkhighlights 43 ready-to-wear brands, selected based on 11 commercial attractiveness criteria. Among survey respondents from Bonial2,944 specifically looked at these forty brands, demonstrating what makes them more attractive to them than their counterparts.
This analytical work reveals key information on the preferences of the French in terms of shoppingillustrating the considerable impact that these brands have on their purchasing decisions and the experience they offer. What’s more, the analysis highlights the evolution of attractiveness criteria, with particular attention paid to prix and in particular the value for moneywhich have become criteria determinants to capture the attention of consumers in France.
Kiabi, the French favorite fashion brand
In third place stands out Gémo (belonging to the Eram group) with an index of 19.7, which the French admire for its unparalleled quality-price ratio and its ability to offer accessible items while maintaining appreciable quality. In second position rises Primarkwhich demonstrates a certain competitiveness by regularly applying promotions, with an index of 20.4. Its model, based on the application of reduced price ranges, largely contributes to its success.
winning number, French brand Kiabi, which claims to put forward “fashion at low prices“, stands out with an attractiveness index of 23.1, far outperforming the sectoral index. Indeed, the distribution chain created in 1978 in Roncq by Patrick Mulliez, attracts mainly thanks to its notable quality-price ratio, as well as the ease of access to its stores, criteria which allow it to remain at the top.
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French fashion brands remain the favorites
And Kiabi, Gémo et Primark stand out from the game, Galeries Lafayette are not left out however. Indeed, this famous Parisian shopping center, established on both sides of France and the world, stands out thanks to a range of quality products and a unique in-store purchasing experience. According to the study, Les Galeries Lafayette has been able to create a warm atmosphere that attracts consumers looking for a more personalized shopping experience, while building customer loyalty.
Another one French brand pinned by the respondents, is none other than Small Boatwhich they retained to salute its sustainable and ethical commitments. An ecological approach that particularly appeals to consumers concerned about their carbon footprint. For its part, Uniqlo, the Japanese ready-to-wear brand, has won over the French thanks to the relevance of its offer, perfectly adapted to current expectations and its clothing for women and men at particularly affordable prices, combining comfort, quality and design. A study which, ultimately, demonstrates that there are a variety of factors that can positively influence the purchasing behavior of others, ranging from value for money, to product offering, including the ecological impact of purchases.
