On the occasion of its Annual General Meeting, the Fédération Française du Prêt à Porter Féminin presents the results of an exclusive survey conducted, at its request, by IFOP on French women and fashion today. The Federation wanted to analyze women’s relationship with fashion brands and better understand their expectations. How do they consume? How do they define fashion today? What is their relationship with clothing? And many other questions that shed new light on the fashion consumer.
Fashion, a pleasure accessible to all
For 8 out of 10 French women, fashion is above all a pleasure. They use it to express their personality and stand out (55%), rather than to conform to trends or social codes. French women see fashion as accessible to all (71%), with everyday people inspiring their clothing choices.
Although fashion has an artistic dimension (for 69% of French women), it is above all celebrities, the media and ready-to-wear brands that “make fashion” today, before creative bodies (designers, couturiers and luxury brands). Fashion is perceived as a phenomenon that revisits itself and re-enacts the codes of the past.
Accessories play an important role
On the podium of “fashionable” elements, clothing takes 1st place (52%). Jeans are the top item in French women’s wardrobes (22%). However, accessories play a significant role: 73% of French women consider it important to combine accessories with their outfits. Accessories are one of the keys to fashion for the under-25s.
Another lesson: the ritual of dressing is not very codified according to circumstances. Jeans, T-shirts, casual tops and pants are worn almost indiscriminately for all occasions. Instead, it seems to be the colors that set the tone for an outfit (black for elegance, red for seduction…).
Controlled fashion spending
French women say they spend an average of 63 euros a month on fashion, a budget that can rise to over 100 euros among fashionistas (who shop at least 2-3 times a month). While 20% of French women regularly splurge (at least once a month), shopping is unsurprisingly a rather considered activity (58%), particularly for older women (over 55: 67%). French women have relatively little loyalty to ready-to-wear brands (only 8% say they are very loyal), and they also have high expectations: good value for money, quality but also comfort and impeccable cuts are the most important, ahead of originality and collection renewal.
|
Study carried out by IFOP for the Fédération Française du Prêt-à-porter Féminin over the Internet from May 5 to 13, 2014, among a sample of 1,003 women aged 15 to 65, representative of the population of women living in mainland France. The representativeness of the sample was ensured by the quota method according to criteria related to the individual (gender, age, region, urban area category) and her household (occupation of the head of household). |
Cette publication est également disponible en : Français (French)
