French Dressing: How Citizens Opt for More Style at Lower Costs

A staggering record: Last year, 3.5 billion new textiles were purchased in France, equating to 10 million per day, or 42 items of clothing, footwear, lingerie, or household linens per person, which is one more item per person than in 2023. According to the recycling eco-organization Refashion, which gathers data from 10,000 brands, there was a 3% increase focused on entry-level products. “The average selling price for clothing and shoes is €15.60,” notes Sandra Baldini from Refashion. This growth is driven by Chinese ultra-fast fashion discounters like Shein and Temu, as well as discounters like Veepee and Showroomprivé and outlet stores. “Without them, there would be no growth.” In their quest for low prices, secondhand sales are also significantly increasing. A third of the French population uses these services, with an average purchase price of €9.50.

While inflation led to a decline in sales in 2023, the market rebounded in 2024. However, according to Kantar, only one category saw growth: the entry-level fashion segment. These new items, sold at an average price of €4.20, accounted for 39% of purchases. At these prices, the market is dominated by Chinese ultra-fast fashion platforms.

Large volumes and low prices often equate to new clothes of poor quality, with a reduced lifespan and complicated recycling due to synthetic fibers. An ecological nonsense. However, in the pursuit of good deals, secondhand sales are also celebrated as an eco-friendly act. Sales have quadrupled over the past five years.

Brands like Camaïeu, André, San Marina, Minelli, Pimkie, Jennyfer, and soon Naf Naf are facing closures, victims of the price crash imposed by ultra-fast fashion. Nearly 280,000 jobs have been lost in the French fashion industry since 1990.