Retail MIF: the Made in France choice

The MIF Expo Paris show, with its 1,000 exhibitors and over 100,000 visitors at its eleventh edition in November 2023, proved it once again: Made in France is highly appreciated. Indeed, according to a March 2022 Opinionway/Première Vision survey, 8 out of 10 French people believe that French manufacturing is a guarantee of quality.

Le Collectif des Boutiques du Made in France

Photo credits :©L'appartement Français">

Emilie Auvray and her partner David Rémy, keen to take part in the development of MIF retail, have created the "Collectif des Boutiques du Made in France". The association, founded during the confinement, today brings together 27 multi-brands across France, all committed to selling exclusively MIF products. The Collectif "weighs in at over 6 million euros in annual sales and employs around 50 staff, making us the largest distributor dedicated to Made in France and the only network whose 100% of sales irrigate the local economy", explains Emilie Auvray, also co-founder since 2017 of L'Appartement Français, a Parisian concept store dedicated to fashion made in France.

The latter also emphasizes that Collectif members don't see themselves as competitors but as a form of network of independents, "we share the same values, we understand and help each other. Our aim is to guide consumers to places where they can consume MIF in complete confidence and transparency". Indeed, "while surveys show an appetite for local, there's a big disparity between this desire and actually doing something about it. Consumers are lost in the face of many misleading "francolavage" approaches.

Committed consumers: loyal customers, tourists and internationals

Photo credits :©L'habit Français">

To strengthen the impact of Made in France, the Collectif, which has become an interlocutor with public authorities, organizes group purchases and runs joint visibility campaigns, notably on social networks and in shop windows. "It's very important because there isn't enough of a spotlight on our profession, which enables us to educate consumers and make them understand that, when they use their bank card, they have a right to vote!", Emilie Auvray stresses.

Specialty stores, such as L'Appartement Français in the Marais and L'Habit Français in the Saint-Germain-des-Prés district, attract a diverse clientele, from committed consumers to international tourists.

L'Appartement Français targets a convinced and demanding clientele, mainly aged between 30 and 60. With the addition of a second-hand department, the store has also won over a younger generation who "consume differently". L'Habit Français, founded in 2019 by Catherine Mennad, attracts committed French men, mainly in their thirties, as well as CSP++ tourists. In addition to the appeal of Made in France, customers appreciate style and an eco-responsible dimension.

To select brands, the two retailers choose from the many that spontaneously present themselves to them or spot them on social networks and at trade shows.

As for best sellers, l'Appartement Français cites "jeans and knitwear in winter and linen in summer, the Splice and Aatise" and L'Habit Français brands, "jeans from 1083, Parapluie de Cherbourg, leather goods from Valet de Pique or throws from Brun de Vian-Tiran". In both stores, men's sweaters from Nitto Knitwear and Dao jeans are on a roll.

At both Appartement Français and Habit Français, customers have a fairly high average basket, averaging 120 and 130 euros respectively. "When they come to the boutique, our customers know very well that they are making an investment and are aware of the environmental and social impact of their purchase" says Emilie Auvray (L'Appartement Français).

A model to be consolidated

Photo credits :©L'appartement Français">

Despite their growing success characterized by rising sales (e.g. +20% for L'Habit Francais), the two stores are not letting their guard down. They recognize the need to transform to remain competitive, while building customer loyalty knowing that only 3% of clothes bought in France are produced there.

Catherine Mennad expresses that despite a "base of loyal French customers", footfall is "still lower" than she had hoped. As a result, she's going to have to review margins, "tiny", by stopping working with certain designers because "MIF prices are still sometimes too high for the French consumer", moderates Catherine Mennad (L'Habit Français), who "is trying to offer products that are a little less expensive or payment by instalments".

Made in France brands are themselves fragile, Emilie Auvray points out, mentioning "a lot of liquidations over the last year". While it has not previously run "any promotions", L'Appartement Français will in fact be organizing an "Opération archives" this spring, "with reductions of between minus 30% and minus 50%", which it will explain to consumers. And this at the request"of many brands", weighed down by "inventories from the last three, four years" and in "need of cash". With 80% of its offering made up of timeless products, L'Habit Français, for its part, resorts sparingly to sales (around 30 pieces per season) and only runs small promotional operations.

A business close to manufacturing

Photo credits :©L'habit Français">

Both stores rely on arguments other than the tricolor flag to be attractive."The MIF allows us to return to simple, obvious values like the physical encounter. Our customers are loyal and some come almost every week! We're not just there to give you the size of a pair of jeans, we have a real exchange that can sometimes last an hour. Our after-sales service is also much better. We can send the product back to the supplier for repair", stresses Emilie Auvray (L'Appartement Français). For her part, Catherine Mennad (L'Habit Français) does "a lot of customization"and "sometimes call the brand on videio to ask for adaptations, which we can't do if the supplier is on the other side of the planet". The two boutique managers rely on their knowledge of French manufacturing and its techniques to offer sound advice to consumers.

Boosted by their belief in Made in France, the two managers are looking to the future. Catherine Mennad wants to move to a larger outlet. Meanwhile, Emilie Auvray is announcing the opening of two other L'Appartement Français stores on the same Bourg Tibourg street by the end of 2024. The existing one will be converted to home decoration, the second to women's ready-to-wear and the third to second-hand goods. And given the large number (14) of other stores dedicated 100% to MIF (accessories, perfumes,...) next to hers, she's going to federate them next June around a Made in France street, supported by Paris City Hall, with a common banner and projects.

Customer proximity, quality of service, a strong commitment to short circuits and the local economy are major assets of these specialist stores in a market where transparency and trust are paramount.

For more information:

L'appartement Français, 27 Rue du Bourg Tibourg, 75004 Paris.

L'Habit Français, 99 Rue de Seine, 75006 Paris.