The union is the strength of “made in France” – 07/31/2025 at 4:30 pm

85% of French people buy products made in France (credit: Adobe Stock)

If many consumers say they want to buy French, produce in France leads to additional costs. In addition, The pooling of efforts is a track to explore. However,

Often symbol of quality. Similarly. In addition, know-how and compliance with social and environmental standards, Made in France is more than ever a strategic issue for French companies. Furthermore, According to a study carried out in 2023 by Opinion union strength “made france” – new Way for the Chamber of Commerce. Nevertheless, Industry, 85% of French people buy products Made in France . Similarly. For example,

Sensitive to the quality of said union strength “made france” – products, consumers are keen to support local products and more generally the French economy. Similarly, 89% thus declare that they wish to consume more. However. Therefore. In addition, this desire to consume French products comes up against obstacles, including the difficulty of finding them in points of sale and even more their high price. Meanwhile,

Buy yes. Consequently. However, but not at any cost – Union strength "made france" – – Union strength "made france" – new

Published in 2020 in the review Marketing Decisions, research carried out with a sample of 293 French consumers thus shows that the intention to purchase products significantly increases in the presence of the mention ” Made in France “, union strength “made france” – new Which is not the case for the disposition to pay. Therefore,

Faced with these challenges. Similarly, several French brands adopt collaboration strategies to pool their resources, share their expertise and promote local production. In addition, Among them. However. In addition, the French Slip, founded union strength “made france” – in 2011 by Guillaume Gibault, has established itself as a major actor in the defense of Made in France . Nevertheless, By focusing on local production, the brand values French know-how. Therefore, On its website. However. Moreover, we can read that all of the products offered by the brand “is manufactured in France, from the knitting of the material to the packaging”. In addition to 80 direct jobs at headquarters. However. in stores, the French Slip says it indirectly employed more than 200 people (full -time equivalent) in the 80 partner workshops that manufacture its products throughout union strength “made france” – new the year. In addition.

Multiple partnerships – Union strength "made france" – – Union strength "made france" – new

A mission company since 2020, the French SLIP has valued local players by supporting the French textile sector. In addition, Since its launch. the brand has been based on strategic collaborations with other emblematic French brands. each contributing to its mission of union strength “made france” – reinvention of Made in France . These partnerships. with marks like Obut. Agnès B, Saint James, Durax or even 1083, strengthen the presence of the brand in the universe of Made in France while meeting current social issues. Such collaborations allow stakeholders to diversify their offer while highlighting French know-how.

While companies seek to capitalize on economic patriotism. many brands play the card of collaboration materializing in particular by the implementation of so -called cobranding strategies. By uniting their forces, brands benefit union strength “made france” – new from greater visibility and can reach a wider audience. French Slip and 1083 are excellent examples of the way some companies are increasing collaborations to support local production.

Nostalgia. resilience – Union strength &quot. made france" – – Union strength "made france" – new

Launched on the occasion of the start of the 2024 classes, the partnership between the French Slip and Durax is based on the desire to support the revival union strength “made france” – of the latter brand. Faced with the increase in energy costs. the company was placed in receivership on April 24, 2024 once again plunging its future into uncertainty. Thanks to its transformation into a cooperative production company (SCOP). the brand has managed to save 226 jobs. maintain its production at the historic factory of Chapelle-Saint-Mesmin in the Center-Val de Loire region.

While the French Slip also crosses heavy difficulties having led him to review several union strength “made france” – new sides of its. marketing strategy (drop in prices. evolution of the range with more flashy colors. return to its historic logo in the form of a tricolor cockade, etc.), the support provided to Duralex contributes to the revival of a company in difficulty, while celebrating the French industrial heritage.

Entitled “Come on children from the canteen”. the solidarity marketing operation proposes for example to donate 6 euros to the SCOP union strength “made france” -. against the purchase of a French briefs boxer. Concomitantly, a large national command of a collector’s edition of the famous Duralex canteen glasses has been launched. In addition to support for industry, nostalgia marketing is important here. In France. the use of the leg model in school canteens makes it a symbol of our childhood: who has never. consulted its alleged age?

Eco -responsible mode. committed collaborations

1083, another union strength “made france” – new emblematic brand of Made in France specializes in the production of jeans and eco -responsible clothes. The adventure was deployed in 2013 during a crowdfunding campaign carried out on the Ulule platform. Thomas Huiez, the founder of the brand, explains that a jean travels up to 65,000km during its manufacture, while only 1.083km separate the two most distant cities from France. The brand’s bet is then expressed in the following terms: “Make jeans. a pair union strength “made france” – of sneakers, less than 1,083 km from your home!”

In this line. 1083 collaborates with other brands to promote sustainable fashion. Made in France : with the Sandalier Max Vincent for a collection of sandals drawn, cut, stung and mounted in France; With life is Belt, for a range of belts made from old firefighter spears pipes, etc. Regarding the collaboration with the French union strength “made france” – new Slip. it unfolds in 2020 with the Moncoton project whose design is to make a recycled cotton thread from old jeans. In particular, it was a question of developing the epic together: 100% recycled and infinite recycled man’s bath shorts.

Cobranding assets

Despite the attraction of consumers for the Made in France challenges persist. As mentioned in our introductory remarks. the study conducted in 2023 by OpinionWay reveals that 70% of French people believe that union strength “made france” – products Made in France are too expensive. thus slowing down consumption that would be more important. In addition, 43% of consumers indicate that certain products they want to buy are not or more manufactured in France. This reality highlights the importance of collaborations between brands to pool costs and relocate certain productions.

Another major obstacle to the consumption of products union strength “made france” – new Made in France is the lack of visibility in points of sale. Still under the terms of the study conducted by OpinionWay. almost 45% of French people estimate that these products are not easily identifiable in stores. COBRANDING again offers a solution to this problem. By associating their image with that of another French brand. companies can more attract the attention of consumers to their products. make them aware of the challenges of local purchase.

Ultimately. collaborations between French brands bring union strength “made france” – several advantages. both for businesses and for consumers:

• Reduction of costs: production in France being more expensive, collaborations make it possible to share certain costs, such as those related to distribution or communication.
• Increase in visibility: COBRANDING creates a synergy effect. increasing the exposure of the two brands and making it possible to reach union strength “made france” – new an enlarged customers.
• Relocation. support for the national economy: collaborations between brands encourage the relocation of certain production processes, thus strengthening the local economy.
• Response to consumer expectations: by multiplying collaborations, brands meet a demand for traceable, quality products and respectful of environmental standards.

A strategy to develop for the Made in France ?

Faced with economic challenges. consumer expectations, collaborations between French brands are a timely strategy to promote the Made in France . While production union strength “made france” – costs continue to make challenges. the collaborations put in perspective in this article show that the Made in France still has a. bright future ahead of him. However. to guarantee its sustainability. companies must continue to pool their resources and innovate in order to offer products whose value perceived in the eyes of union strength “made france” – new consumers exceeds that of competitors, in terms of authenticity, quality, innovation or even customer experience.

Like French Slip. it is also through a committing storytelling that brands can consolidate a value creation strategy around the Made in France . It is then a question of highlighting their specificities. their history, their know-how and their commitment to local and lasting practices. By sharing an authentic story that celebrates inheritance. French excellence. brands are likely to touch consumers on an emotional level, thus creating a strong and differentiating bond, while promoting the origin union strength “made france” – of their products.

By Sophie Renault (Professor of Universities in Management. Management Sciences, IAE Orléans)

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