{"id":1848,"date":"2011-06-12T11:19:29","date_gmt":"2011-06-12T09:19:29","guid":{"rendered":"http:\/\/thedailycouture.com\/?p=1848"},"modified":"2018-09-26T07:00:24","modified_gmt":"2018-09-26T05:00:24","slug":"certified-frenchness","status":"publish","type":"post","link":"https:\/\/thedailycouture.com\/en\/certified-frenchness\/","title":{"rendered":"Certified Frenchness"},"content":{"rendered":"

A label? Tell me more! The official Made in France label has come to light: now, products with \u201cOrigine France Garantie\u201d (\u201cFrench Origin Guaranteed\u201d)\u00a0written on them will confirm a true Made in France item.<\/strong><\/span><\/p>\n


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During the official launching of the Made in France label held on May 19th<\/sup> at the French Assembly, it was explained to us that it was time to set the record straight. How? By providing information to customers through a logo that certifies\u00a0the seriousness of the Made in France label.<\/span><\/strong> \u201cThis no gimmicks<\/em> attitude is affirmed through the logo\u2019s simple sober look.\u201d a member of Pro France tells \u2014 Pro France is a State linked non-profit organization promoting products made in France. It gathers companies and professional federations then puts money and competencies together in order to build the official Made in France label. Yves J\u00e9go, the deputy of Seine-et-Marne has been in charge of leading the movement for the label initiated by the French President in 2009.<\/span><\/p>\n

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The Pro France members explain how ambitious the label is: it will pertain to all French items, including luxury products. It\u2019s up to us, the consumers, to make a shift from conscious consumers to engaged citizens. It is a voluntary label for now, <\/span><\/strong>for the idea is to engage to help shift the production system into the French territory.<\/span><\/span> We were told that companies are to wake up to the issue and customers are to take action and make a difference by buying locally produced items.<\/span><\/p>\n


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Certified French Luxury?<\/strong><\/span><\/h1>\n


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Can you imagine the \u201cOrigine France Garantie\u201d label next to the logo of big luxury names?\u00a0 Do they fear it would take away from the original, sans-label<\/em> status? Luxury brands are juggling with this hot potato.<\/span><\/strong><\/p>\n

Would the promise for using local and French savoir-faire from the top skilled craftsmen of luxury need to be inspected and confirmed? Would luxury-buying customers need to be reassured of the frenchness of these luxury brands?<\/strong><\/p>\n

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\u201cFor some of the 100% made in France brands who are already recognized for their local entrenchment, the new Made in France label is irrelevant,\u201d Jacques Martin-Lalande, a member of the French Fashion Manufacturers Group, reports on the behalf of some of the fashion members \u2014 and regrets. \u201cOther fashion brands (probably not luxury brands or not real<\/em> luxury ones),\u201d he continues \u201chave completely outsourced their production and at last, there are fashion brands who keep some of their production in France and the rest abroad.\u201d The issue of labeling products becomes a headache in regards to brand image.<\/strong><\/p>\n

Here we see the dark side of the global industry of luxury which has been more or less practicing outsourcing for the last 10 years. The mysterious and glittering world of luxury reveals how it is an industry as any other one is. In light of this context, would the customers of luxury fashion need to be reassured by the certified Made in France label,\u00a0instead of solely the brand logo?<\/span><\/p>\n


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Fight against <\/strong>Counterfeiting<\/strong><\/span><\/h1>\n


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\u201cThe label will help fight against the social and economic scourge of counterfeiting.\u201d says Andr\u00e9 Marcon, President of the Assembly of French Chambers of Trade and Industry (ANCI).<\/span><\/strong><\/p>\n

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What will the label guarantee? Bureau Veritas, the wordwide leader in providing certification, is authorized to deliver the new label along with the answer to that question. It explains that \u201cto qualify for the label, companies must prove that a minimum of 50% of a product\u2019s added value is of French origin, and that a product\u2019s essential characteristics have been created in France, which goes beyond the usual custom requirements regarding \u201cMade in ________\u201d<\/strong>.<\/strong> The recognized companies do not need to have a French shareholder. The label can be used on products sold domestically and for exports.<\/span><\/p>\n

Bureau Veritas explains that \u201cBy being clear, simple and instantly recognizable, the label creates value for everyone, from producers who want to promote the \u201cfrenchness\u201d of their goods to consumers who want to support the economy by buying locally. The certification process will be suited to all type of companies, from very small to very big, who are willing to have a product certified.\u201d<\/span><\/p>\n

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Here are some telling numbers: with a turnover of 22 billion euros by the French luxury market in 2009, job losses per year reached 40,000 in France and 200,000 in Europe, all caused by counterfeiting. This represents a 6 billion euro loss for the French luxury industry, according to the Comit\u00e9 Colbert (French exporters of luxury lobby group).<\/span><\/p>\n

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The survey also notes changes in counterfeiting: there\u2019s been an exponential increase of counterfeit items in the European Union and in France, thus increasing links with organized crime as well as diversification with internet sales channels.<\/span><\/p>\n

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Counterfeiters\u2019 creativity is mind-boggling! \u00a0Double branding is one phenomenon: brand identity codes from two different brands on one item.\u00a0A Nike logo on a sneaker copying\u00a0a Reebok!\u00a0 This creativity, if we can call it that, has earned itself its own museum! Paris has a Mus\u00e9e de la Contrefa\u00e7on (Museum of Counterfeiting). The Made in France label will somehow help participate in the fight against counterfeiting, hoping that eventually companies will ask for the certification.<\/span><\/p>\n

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<\/span>Top priorities for the French: <\/strong><\/span><\/h1>\n

price and information<\/strong><\/span><\/h1>\n


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According to the Made in France survey conducted by French TNS Sofres in April 2010, and whose results were used in elaborating certification, 95% of French people claim that it is important for companies to mention whether or not their products have been made in France. Around 9 out of 10 French people think that a Made in France product guarantees quality and respect of social and environmental norms. Nonetheless, an obstacle does remain: \u201cPrice.\u201d says Gu\u00e9na\u00eblle Gault, Director of the TNS Sofres Opinion Strategies Department. By saying this he declares the extent to which French people are expected to adopt the label. All in all, it\u2019s the price which matters. According to the survey, the cheaper, the better.<\/span><\/p>\n

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<\/span>Will the French touch help <\/strong><\/span><\/h1>\n

revive local savoir-faire?<\/strong><\/span><\/h1>\n


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Foreigners who are known to be fond of French savoir faire might just be interested in the Made in France label as well. Jacques Martin-Lalande tells us how international fashion designers are telling these French fashion professionals that their savoir faire is essential in the creative process and should not disappear!<\/span><\/strong><\/p>\n

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In light of this context, the launching of the Maison des Savoir-Faire by the Manufacturers\u2019 Marketplace,<\/span><\/strong> last month, will facilitate collaboration between French and international fashion designers and French fashion manufacturers.<\/span><\/p>\n

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Even Chinese customers are willing to buy French luxury goods made in France with local top skilled craftsmen! During our meeting to prepare the luxury and Made in France conference that The Daily Couture will moderate, one of our partner craftsmen, Muriel, a flower and hat maker and supplier, was telling us what she has been doing to contribute. Muriel has begun to have a Made in France tag on all of her Made in France and handmade pieces, because her Chinese customers were asking for it.<\/span><\/p>\n

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According to the recent annual survey from the Bain & Company (quoted in Fashion Mag), China (including Hong Kong, Macao and Taiwan) has become the third consumer of luxury (17,6 billion euros). Second comes Japan (18 billion euros), and then the United States, the leader in the luxury market with 48 billion euros.<\/span><\/p>\n

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Whereas low-cost and fast fashion made in China, or sometimes called made in R.P.C (Republic Popular of China), are booming<\/em> in Europe. Chinese customers are now willing to buy Made in France luxury!<\/span><\/p>\n

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French fashion professionals regularly express their surprise at the refinement of Chinese clientele: they are in search of items derived from local savoir faire and top skilled craftsmen.<\/span><\/p>\n

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It\u2019s just about common sense!<\/strong><\/span><\/h1>\n


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During the inauguration, presented by Thierry Moysset, President of the manufacture of the Forge de Laguiole (high end artisanal knife making), Moysset was being particularly praised. Right away, he grabbed the price issue by the scruff of the neck.<\/span><\/strong><\/p>\n

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Common sense is what\u2019s needed. \u201cI am not trying to buy shit!\u201d he told us. That was a pretty unexpected yet efficient way to engage in a debate around marketing and the need to start consuming differently.<\/span><\/strong><\/p>\n

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People are so used to saying they just can\u2019t afford buying basic and good quality items while walking around with an iPhone, he exclaims. What we think we need is what needs to be questioned in the first place.<\/span><\/strong> And what about the outsourcing or the high cost of production in France issues? He set the record straight on it: It\u2019s doable and it\u2019s affordable, despite the high cost of French labor. With that, Moysset admitted that 70% of his turnover (7 million euros) was for paying his employees.<\/span><\/p>\n

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He told us about what goes on behind the curtain. His products were deriving from local savoir-faire, and were \u201cmore than just a manufactured good\u201d. A large number of families are earning a living from their work in the company based in a neglected region of France where unemployment rates are high. His high end knives are lifelong: they can be repaired, kind of like a Kelly bag from Herm\u00e8s!<\/span><\/strong><\/p>\n

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In the end, I felt like becoming one of his regulars, you know, bringing back home the story, the energy<\/em> and the common sense of the founder \u2013 Don\u2019t we need it?<\/span><\/p>\n

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<\/span>\u00ab Localization vs Globalization? \u00bb<\/strong><\/span><\/h1>\n


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Some words stood out:<\/span><\/p>\n

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–going back to the French territory<\/em><\/span><\/p>\n

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–deglobalization<\/em><\/span><\/p>\n

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–making the Made in France label compulsory<\/em><\/span><\/p>\n

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-to fight and have the label adapted on the European level<\/span><\/p>\n

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All this implies conforming to the European law to work together on a European label and not alone as the Italian government tried to \u2013 see post With Vito Artioli<\/em><\/a>).\u00a0Here were some of the objectives expressed by the politicians on the day of the inauguration.<\/span><\/p>\n

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At the end of the two round tables sat Jean-Louis Borloo, the President of the Parti Radical. As the icing on the cake, he officially declare his will to keep the debate on the Made in France label to go on during the 2012 campaign for French president. For him, the label paves the way to the issue of deglobalization, a hot potato issue, a bomb<\/em> he even claimed\u2026<\/span><\/p>\n

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It\u2019s a pity the debate and issues arisen were finally collected by only one politician. It was not surprising, however: Yves J\u00e9go is the Vice President of the Parti Radical as well.<\/span><\/p>\n

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So it\u2019s not all over yet! This is to be continued\u2026 Meanwhile The Daily Couture will raise the issue of the Made in France label with fashion professionals during the conference on Luxury and Made in France organized by the next Ethical Fashion Show.<\/span><\/p>\n


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Until later,<\/span><\/p>\n

Translation by Camille Davis<\/strong><\/em><\/span><\/p>\n

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NOTES :<\/strong><\/span><\/p>\n

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\u2192Association Pro France, the site<\/a><\/span><\/p>\n

\u2192The Manufacturers’ Marketplace<\/a>
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\u2192Museum of Counterfeiting in Paris<\/a><\/span><\/p>\n

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\u2192<\/a>Conference on Luxury and Made in France by The Daily Couture for the Ethical Fashion Show<\/a><\/span><\/p>\n

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\u2192 <\/a> Article With Vito Artioli par The Daily Couture<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A label? Tell me more! The official Made in France label has come to light: now, products with \u201cOrigine France Garantie\u201d (\u201cFrench Origin Guaranteed\u201d)\u00a0written on them will confirm a true Made in France item. During the official launching of the Made in France label held on May 19th at the French Assembly, it was explained … Continue reading “Certified Frenchness”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":1878,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[277],"tags":[96,95,157,97,94,98,90,91,63,89],"class_list":["post-1848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-association-profrance","tag-bureau-veritas","tag-camille-davis","tag-contrefacon-du-luxe","tag-counterfeiting-luxury","tag-label-made-in-france","tag-made-in-france-label","tag-origine-france-garantie","tag-stephanie-bui","tag-yves-jego"],"yoast_head":"\nCertified Frenchness - The Daily Couture<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thedailycouture.com\/en\/certified-frenchness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Certified Frenchness - The Daily Couture\" \/>\n<meta property=\"og:description\" content=\"A label? Tell me more! The official Made in France label has come to light: now, products with \u201cOrigine France Garantie\u201d (\u201cFrench Origin Guaranteed\u201d)\u00a0written on them will confirm a true Made in France item. 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