Fashion: in the face of inflation, the French are turning to timeless and resistant garments

Fashion: in the face of inflation, the French are turning to timeless and resistant garments

Fashion: in the face of inflation, the French are turning to timeless and resistant garments

Refreshing the entire wardrobe as inflation flirts with spikes, very little for the French. And for good reason, soaring prices are forcing consumers to rethink their priorities, as well as their shopping habits, in this new school year. And this means privileging quality over quantity, even if it means waiting for sales and good opportunities to get dressed for the winter.

Transport, energy, school supplies, food … French spending has been skyrocketing for several months. An inflationary trend that should continue until 2023, according to the government forecasts, and which is pushing consumers to change their purchasing habits.

Fashion is not spared, on the contrary, since the Union of Textile Industries (ITU) is counting on a 5% to 20% increase in sales prices in the coming months. Faced with this observation, the French intend not only to reduce their purchases, but also to turn to more qualitative products, designed to last over time. This was revealed by a new study conducted by OpinionWay for Marques Avenue *.

Quality, an essential criterion

The Covid-19 pandemic had already disrupted shopping sessions for the French … Now they are slowed by a steady rise in prices. As a result, nearly three-quarters of consumers (73%) say they have reduced their fashion consumption for two years and only a minority (12%) say they have returned to pre-health crisis shopping habits.

A situation that, as we have seen, should not improve for several months, and to which the French respond with a careful comparison of prices between brands (80%) and with less frequent purchases (59%).

It is not even a question of turning to garments that, due to lack of quality, could make them fall off after a few weeks. The vast majority of respondents (82%) now want to prefer clothes that adapt to the time and that cross fashions and trends (76%).

The French will also ignore so-called “pleasure” purchases, at least for a while. More than half of the respondents (57%) will wait for the economic climate to be more favorable to renew their wardrobe, and more than four in ten (44%) say they no longer go shopping to escape temptation. A figure that particularly concerns women, up to 52%.

A renewed interest in sales?

If the French have lost interest in sales in recent years, it is possible that these promotional periods will meet their expectations again in the coming months. Nearly seven out of ten consumers (69%) say they wait for sales or Black Friday to be able to make the fashion purchases they deem necessary. This doesn’t stop them from looking for bargains throughout the year. A job that more women (72%) dedicate themselves to than their male colleagues (59%).

In this context, second-hand platforms appear to be ideal alternatives in the eyes of four out of ten French people (41%), as well as new hard-discounter networks (39%). A paradox, some will say, when consumers say they want to favor quality and durable clothing.

“Testifying the economic context and the state of mind of the French people, the results of the OpinionWay study draw the portrait of a France of compromise that seeks its balance between need and pleasure. (…) Beyond the price, the notion of sustainability with timeless foundations that last a long time are a decisive indicator of the consumer: common sense tends to be a safe haven in times of uncertainty “, emphasizes Zakari Leriche, managing director of Marques Avenue.

* This study was conducted in June 2022 by OpinionWay on a sample of 1,014 people, representative of the French population aged 18 years or older.

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