Behaviour

According to a survey conducted by the CREDOC in 2013, 44% of people bought their last piece of clothing within a radius of 6 km from their home. One can also observe that, within a radius of 6 km, people living in cities are the most likely to buy clothes (63%) and that 56% of them consider the less distance when they think of buying clothes.

Furthermore, the survey shows that 45% of consumers buy their clothes in shopping malls and 28% in city centres.

One can also see that 76% of consumers use their car when it comes to go shopping.

According to a survey conducted by the “Institut Superieur des Metiers” , 54% of French people still prefer buying in bricks-and-mortar shops in 2016.

This can also be observed with the survey we conducted: the majority of people still want bricks-and-mortar shops.

However, according to a survey conducted once again by the CREDOC in 2012, one can notice that more than 33% of French people bought their clothes exclusively on the Internet. One can assume that the proportion is still bigger now than in 2012. The same study mention that  61% of people prefered receiving their online orders at home against 67% in 2008 and that the delivery through an intermediate is increasing from 36% in 2008 to 44% in 2012.

22% of people between 18 and 24 did some research on social networks about products or services against 15% for the 25 - 34 years old. However, they are respectively 27% and 22% to indicate their “crush” about a product or a service on social networks. There a clear increase for the sales through smartphones as well as the track of online orders.

Tee shirts are the most sold pieces with 33,4% of clothing consumption in 2010, followed by the pullovers.

Needs & Wants

A survey conducted by the CREDOC in 2012 indicates the needs and wants of consumers and whether they are already satisfied or not yet. Regarding the needs and wants of people that are not satisfied (or not fully), we can point out that more than 65% of people want more eco-friendly products, more than 70% of people want more fair-trade products (more ethical), about 75% want guarantees and more than 80% want products that are produced in their country. Even though it is a survey of 2012, one noticed in an interview of Daniel Wertel in 2015 that these trends (locally/nationally-produced products and more eco-friendly products) are still more now strengthening.
 

According to another survey conducted by the CREDOC in 2015, another point on which one must insist is on the rise of “responsible consumption”. Ethic as significant purchasing criteria has risen between 2014 and 2015. The most significant rise has been observed in the ecological criteria but buying local is also very trendy (big appeal for the famous « Made in France » as well). Sustainable development aims to mix the environment preservation with social equity. Therefore, the population wishes to better consume, it is actually looking for eco-friendly products (44%), locally produced (38%) and fair-trade products (16%).

The Crédoc study also observed that 41% of people prefer receiving offers through emails.

One can also mention the fact that 19% of people consider more the “singularism/individualism” in 2011 and that this trend is still more confirmed by our survey conducted a month ago. In fact, our survey shows that 74% of women and 65% man look for originality when they buy clothes.