Gauthier Delomez 5:04 p.m., November 11, 2021
The opening of the Salon du Made in France in Paris, of which Europe 1 is a partner, is an opportunity to take an interest in products made in France, also affected by the health crisis. According to the boss of the Saint James group, the Covid-19 is a factor accelerating the sales of tricolor products, but this is not enough to impose itself on consumers.
Is Made in France still popular?
After a year and a half of the health crisis, the economic recovery is palpable in all sectors of activity, and French companies are no exception.
On the occasion of the Made in France Fair which opened Thursday in Paris and of which Europe 1 is a partner, Luc Lesénécal, president of the clothing brand of Tricots Saint James based in Normandy, was the guest of
La France bouge
.
On Europe 1, the company manager confirms "a growth of 20%, which had never happened".
Sales records after the health crisis
The head of the group, also president of the National Institute of Crafts and Living Heritage (INMA), underlines the good dynamics of his brand: "This growth continues. We already have readability in spring-summer 2022 , and again, on this 20%, we have a new growth of 20% ". In summary, the French company specializing in sailor tops has never sold as much as in this post-health crisis period. A finding "both in France and abroad", notes Luc Lesénécal. "We felt this craze before the Covid, so we can say that it is a factor in accelerating what new consumers want," he says on Europe 1.
The desire to know the origin of the product, its manufacture, its traceability, benefits French companies, explains the boss of Saint James.
"Made in France is a necessary condition, but not sufficient. What we are looking for in a product made in France is superior quality. This translates into the excellence of a know-how", he remarks.
"There was already awareness before the crisis, but the Covid is a factor of accelerator with the new generation", supports Luc Lesénécal.
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To reindustrialize, we must "aim for quality"
For the CEO, the French are ready to pay a little more to afford products made in France. However, many consumer brands point to the impossibility of producing in France because of the costs and the lack of industrial tools. "This is currently true, since everything has been relocated over the past 40 or 50 years," concedes the president, who is still advancing the post-health crisis recovery plan which encourages reindustrialization.
"It will take time", affirms the president of the INMA, "but other European countries, like Portugal, manufacture quality products. What is feasible in Europe is quite feasible in France".
For that, Luc Lesénécal warns that it will be necessary "to aim for the quality. If our Japanese customers buy a marinière 90 euros, whereas one finds some at first prices, it is that there is a qualitative difference. it's not just the brand's notoriety, it's the quality ”.