Pardon my French, the power of made in.
How "Made in France" is popularised & is becoming a new kind of branding, a real token for sustainability and quality ?
In contrasted economy circumstances, Made in & full transparency are the new tools of soft power, especially in fashion. Thus,"Made in France" is popularised & is becoming a new kind of branding, a real token for sustainability and quality !
Indeed in such a disruptive business, strong trends of changes are taken seriously. For instance, BOF/Mc Kinsey State for Fashion 2019 (1) report predicts an explosion of small business and manufacturing coming home to adopt agile made-to-order production cycles. And global fashion agenda CEO 2019's report (2) ranked core priorities:
- SUPPLY CHAIN TRACEABILITY
- RESPECTFUL AND SECURE WORK ENVIRONMENTS
- FOURTH INDUSTRIAL REVOLUTION
During our last store checks and fairs visits, we noticed a special return of Made in France in severals category of products, especially in fashion and furniture design. So we explored some examples.
Vive la France, is a pop up shop concept, launched by the seal of approval certification, Origine France Garantie, where you strictly find made in France fashion, accessories, kitchen tools, household linen...The very first one was inaugurated in Sept 2018 in Paris and with proven experience, this shop extended its opening by 2 month. The story is reproduced to Le Havre where another shop is opening this week. According to OFG, 75% of french think that Made in France is a guaranty for a better quality.