Made in France: a real need or a patriotic need

Yesterday, like many Canal Plus subscribers who are interested in Made In France, I watched the documentary on Canal Plus about the young man who decided to live for a year only consuming French products. I felt a great sense of discomfort while watching this documentary.

You know, real DISCOMFORT (yes, the kind you even write in caps lock). Consuming everything Made In France, breaking your iPhone, no longer having a fridge… Anyway… for me, it’s a real step back to the Middle Ages. But maybe I'm a child of globalization, and I don't see Made In France as a necessity or a need. I don't tell myself that if I buy French, I'll save France. Yeah, no, I don't see it that way.

There was a hint of protectionism that sometimes bothered me, I don't know. I found the experiment pushed to the extreme.

As for me, we'll focus on textiles. Because I'm going to talk about something I know. Every year we say that maybe it's time to re-produce in France. In our field (which is cotton lingerie), there's a men's brand that's really successful.

Their communication is truly good (sometimes you have to give credit where credit is due). But almost nothing for women. It must be said that sewing workshops aren't exactly thriving either.

When you see, for example, that out of three Lejaby workshops, only one is doing well (that is Maison Lejaby). Monette closed down (but has just been taken over by a Luxembourg industrialist). And for les Atelières, I hope they survive, but it seems to me that things are not looking good despite everything (personally, I would love to do a Peau-Ethique/Les Atelières partnership)(Yes, I know, me and my ideas)(but that would be cool and classy) Whose fault is it, to what? When you read testimonials or studies, everyone wants to consume French but wants to pay the price of a Made in China or Turkey product.

Copyright Les Atelières

Yet everyone lives in France, the cost per minute is different, because yes, we have the minimum wage, and unemployment, and, oh surprise, Social Security, and all of that has to be paid for. I'm not saying anything. I'm just observing. We want Made in France but at a delocalized price. LOL of Fire.

Sometimes I have this discussion with clients: would you be willing to pay 25 or 35 euros for your briefs, and they'll be made in France? And then you see the awkwardness on their faces. Because they want to tell you yes. But not at those prices. Well, yes, but you don't get products for free. You have to live too.

Then come the Made In France opportunists. I know because in a previous life, I worked for a large textile group. They only sew the "Made In France" label on their products for certain countries (generally for export) even though production was done elsewhere. Or worse, those who insist on "Fabric Made in France" while the entire manufacturing process is done abroad... MEGALOL, I want to tell you...

So, Made In France, it's true, it's good. I think that slowly but surely, Peau-Ethique will get there (in the manner of 1083, a crowdfunding to see; if it works out, great, otherwise we'll have only lost energy, like with any project). But to constantly drum into our heads that it's Made In France that will save France, I'm a bit skeptical. Perhaps if brands that manufactured in France were better promoted, better supported (and not just 3 or 4 of them), Made In France would be more appealing…