Designer Apparel and Footwear (Ready-To-Wear) in France

2021 DEVELOPMENTS

Only a small recovery for designer apparel and footwear (ready-to-wear) as lack of tourists and superfluous nature of category limits sales

Designer apparel and footwear (ready-to-wear) was hit hard by the widespread closure of retail outlets during France’s national lockdown periods. So far this has contributed to around ten months of store closures between March 2020 and Spring 2021.

Remote working arrangements further drive the casualisation of the dress codes

The most affected channels in 2020 (namely department stores, luxury chained, and luxury independent apparel specialists) will be slow to recover in 2021. During the bulk of 2020 and the first half of 2021, French consumers significantly reduced their average spend on fashion.

As store-based sales crash, major retailers focus on their e-commerce strategies

Fashion houses suffered a further hit in 2020 when Paris Fashion Week was cancelled, following the cancellation of other fashion weeks around the world. Designers and fashion houses were forced to reorganise their shows virtually by offering internet presentations or live streaming - this was an unprecedented move for the fashion industry.

PROSPECTS AND OPPORTUNITIES

Category sales to stall until the return of non-European international consumers

The main threat for designer apparel and footwear (ready-to-wear) is a delay in the return of non-European consumers to France. The category relies heavily on consumers from Asian, North American and GCC countries for its success, and its recovery will depend on the speed at which these tourists return to France in the forecast period.

La Samaritaine focusing on domestic and European clients

Another solution could come in the form of the recently opened la Samaritaine Paris Pont Neuf. This venue is owned by LVMH and is a revived version of one of the most famous luxury department stores in Paris.

Second-hand market is both a threat and an opportunity for luxury players

French consumers, who are already the European champions of purchasing second-hand apparel, will further adopt vintage and second-hand clothes in the forecast period as they seek fashionable, high-quality clothes for lower prices. Thus, a growing number of chains and brands in premium and luxury fashion are focusing on creating a portfolio of vintage apparel and footwear, mixing second-hand and vintage items with garments from their brand-new collections.