The luxury industry brings together key players whose notoriety goes beyond all comprehension, because their anchorage is very solid in this very closed environment. In this regard, French luxury brands remain and remain at the top of the list all over the world. The culture of unparalleled craftsmanship and a reputation built over the centuries have propelled France to the top of the world when it comes to the luxury industry. The reasons behind this reality are diverse and varied. Here is a presentation of some avenues of reflection that justify the interest aroused by French luxury brands abroad.
What is the history of the French luxury industry?
Luxury embodies everything that is beautiful, aesthetic, elegant and inaccessible to the vast majority of the population. Indeed, luxury is usually reserved for a handpicked clientele who is able to pay incredible sums to own rare objects or accessories. The possession of these is purely a taste for sumptuous refinement or ostentation, because it is not by necessity that one acquires luxury objects, but rather for pleasure.
If France is the world leader in this field with the best luxury brands, it is no coincidence. This position and the reputation that accompanies it are the result of a rich history with regard to the culture of excellence and know-how put at the service of luxury. Several steps have been taken to put the French luxury industry into orbit.
The impetus given by Louis XIV
It was in the seventeenth century, under the reign of Louis XIV, that what can truly be called French luxury took off. Thus, the democratization that took place in the field of luxury and fashion from the second half of the twentieth century is not the beginning of the history of the luxury industry in France.
Indeed, King Louis XIV wanted to show a strong image of his royalty and the full extent of his power by surrounding himself with collaborators and pageants at the height of his taste for aesthetic refinement. Thus, he decided to build the Palace of Versailles, symbol of his power and the wealth of the kingdom. In addition, the king opened the first factories for goldsmithing, tapestry and many other sectors of craftsmanship. In addition, he was dressed in the most elegant way possible in order to encourage his collaborators and courtiers to do the same. It is since this time that Paris has acquired its reputation as a "luxury capital" that is attributed to it until today.
The appearance of shops and parades
With the creation of the factories, fabric producers, couturiers and manufacturers began to produce items with a special design for a wealthy clientele. Fashion merchants also made their appearance at that time. As a result, the first stores were created to be relay points between the producers of items and customers.
Decades later, in the second half of the 19th century, Charles Frederick Worth, a British-born couturier, considered the founding father of the fashion house, as we know it today, introduced fashion shows into habits.
At the time, the term used was "presentation" and consisted of scrolling through models created on the inspiration of couturiers, and not only in response to a customer's order. Department stores then opened to present collections that customers came to buy. This is the beginning of the history of luxury boutiques.
The transition to the luxury business
In the second half of the twentieth century, luxury became democratized and its anchorage strengthened. There has been the appearance of big names in French luxury with family traditions that have been perpetuated. Thus, we have moved from the more or less artisanal mode of production to an industrialization of the luxury market. Since then, French luxury houses have been doing good business year after year thanks to the quality of their products coupled with their marketing skills. Today, the French label is exported and seduced all over the world.
How are French luxury brands perceived abroad?
The reputation of French luxury brands abroad is not stolen, because the know-how and pronounced interest in good taste are real. French luxury is the reflection of an art of living that nourishes the dream throughout the world. On all continents, France is the country that best embodies luxury in the eyes of consumers.
Outside the France, large consumers of luxury goods such as the United States, China, Japan and many others recognize the value of the French label. France's luxury brands embody success in the eyes of all. Thus, even if Americans prefer to place their own brands at the top of the ranking at home, French luxury products follow them very closely. In China, Japan and many other countries, French luxury is well ahead.
Each French luxury house embodies the tradition of excellence, quality and the guarantee of originality. The big names and companies that have marked the history of French luxury continue to make this country shine throughout the world.
Which French luxury sectors are popular abroad?
In almost all luxury sectors, France manages to do well and headline abroad. France's cultural influence is such that few sectors escape its hegemony in the global luxury market. That's why all the major French brands have luxury boutiques all over the world.
The French luxury sectors acclaimed abroad include:
- Haute couture with the influence of the great couturiers;
- Leather goods;
- Wines and spirits.
In these different fields, both for men's luxury brands and for women's luxury brands, designer products of French origin fascinate many people abroad.
What are the luxury brands that make the France shine abroad?
French luxury brands that contribute to the influence of France abroad are numerous. We find both the traditional players of renown and new players who are emerging and revolutionizing the luxury industry. For the most well-known French luxury brands abroad, we can mention:
- Louis Vuitton;
- Yves Saint Laurent;
Among these different major brands, there are some that are part of large groups operating in the field of luxury while others have kept their independence.
In addition, there are new luxury brands such as Kalissa Paris that bring a great revolution in this sector. This company specializes in luxury 3.0, a new trend with the principle of Wear-to-Earn that allows you to earn money by wearing designer clothes. This practice revolutionizes the luxury industry by introducing a very advantageous mode of consumption .
How does France dominate the global luxury market?
If French luxury brands fascinate so much abroad, it is because they have been able to impose their hegemony on the market on a global scale. The long-established leadership position is retained because continuous efforts are being made to allow the luxury industry in France to remain at the top of the list.
Prominent figures in the business world have contributed to this reality. These are François Pinault and Bernard Arnault, two businessmen who created the most influential luxury groups in the world. These groups are Kering and LVMH, two giants of the CAC 40 and which are the world leaders in the luxury industry.
It is obviously the LVMH group that dominates this market with an estimated turnover of more than $ 70 billion in 2021. It is followed by the Kering Group which also achieved good results with a turnover of 21 billion dollars. The L'Oréal group is not to be outdone with a turnover of 35.16 billion dollars, including 14.85 billion for the luxury section in 2021. Apart from these groups, Hermès and Chanel with respectively 10.61 billion and 17.07 billion dollars in turnover complete the picture.
These five French luxury brands are among the top 10 brands in the world with the highest performance in 2021.
What are the main events organized in France for fashion and luxury?
Every year, luxury events in France and more specifically in Paris are major attractions on the calendar. In particular, autumn is the season of glitter with the spotlight on fashion week. This is the perfect time for luxury events, including the presentation of the creations of haute couture houses. Similarly, handbags, cosmetics, perfumes, jewelry and many other creations are presented at this time.
Thus, there is no shortage of events in France for fashion and luxury . Among these, we can mention:
- Fashion week in Paris;
- LVMH Special Days;
- Chanel Fashion Week;
- Designer shows;
- Exhibition halls;
- The open days of the big houses.
In general, it is fashion week that brings together the largest number of cultural actors, high personalities from the world of luxury and celebrities from all walks of life. This is the privileged opportunity to snatch the new creations with tens of thousands of euros. The big houses also make good deals during this great event that brings together the whole world of luxury.
What about international celebrities who love French luxury?
Luxury has always been associated with a lifestyle characterized by ostentatiousness: the pleasure of owning collectibles, limited edition items and priceless jewelry. This way of life corresponds to the daily life of the great international celebrities who do everything to attract the spotlight. That's why they don't miss any opportunity to equip themselves with the best in luxury. Thus, French luxury brands particularly fascinate international celebrities.
Among the international celebrities who particularly love French luxury, we can mention:
- Naomi Campbell;
- Sharon Stone;
- Julia Roberts;
- Elton John;
- Leonardo DiCaprio;
- Paris Hilton;
- Scarlette Johanson;
- Kim Kardashian;
- The princely couple Harry and Meghan Markle.
This list of international celebrities is not exhaustive, because there are still many, not to mention the muses of these major French luxury brands.
What are the developments and prospects for French luxury brands?
Innovation, adaptation to new consumption patterns and sustainable development are the pillars that make French brands international references. To continue this momentum, they must succeed in the transformations necessary to project themselves into the future. Many brands are aware of this and are already doing what it takes to achieve this.
Thus, the digitization of the luxury industry has already begun and French luxury brands do not intend to be left behind. Apart from the online commerce already invested by large luxury groups, the use of blockchain technology is starting to make its way. This technology is used to better protect works to ensure authenticity. In this field, there are luxury clothing brands that are pioneers as is the case with Kalissa Paris.
This new trendy luxury brand inaugurates luxury 3.0 by integrating NFC chips and QR codes into its creations to fight against counterfeiting. In addition, Kalissa Paris customers benefit from the lifetime renewal of luxury items purchased thanks to the principle of "regeneration". The French company combines luxury with NFTs and metaverses to anchor itself in the future, as the future of property combines virtual realities with physical properties.
In short, if French luxury brands fascinate so much abroad, it is because of the weight of tradition associated with an exceptional know-how marked by emblematic figures of the world of luxury. Similarly, the culture of excellence, the French art of living and continuous innovations constitute the foundations of this hegemony. However, further transformations are needed in order to perpetuate this dominance on a global scale. This is the case with the use of blockchain technology that is gradually being integrated into luxury items with brands like Kalissa Paris, a pioneer in the field of luxury 3.0.