Driven by the attraction for “made in France”, calls to save energy and falling temperatures, French manufacturers are recording large orders.
Power cuts, heating at 19°, first snow… While the French are preparing to chatter their teeth this winter, some craftsmen are rubbing their hands. Invited by the government and their energy bills to lower the heating, consumers are turning to fallback solutions, or rather common sense.
For Jean Louis Brun, general manager of the Brun de Vian-Tiran noble fiber factory, the population today has to choose between “ warm up or heat up“. And professionals take advantage of this: putting on a second sweater or thick socks are all rediscovered reflexes that delight textile craftsmen. Orders are exploding and production is struggling to keep up.
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Admittedly, the sales of these products tend to jump annually during this period due to the purchase of Christmas gifts. But “customers’ fear of the energy contextlargely explains the precocious and increased infatuation of the French for winter clothes. It’s forecasting“, underlines the founder of Missègle, Myriam Joly. From September, the artisanal company from Tarn, specializing in the production of quality socks, observed an increase of almost 60% in its orders compared to last year. “The cold was not here yet and the purchase of end-of-year gifts usually does not begin until the end of October“explains the owner.
At the end of November, Missègle had already received 100,000 orders in eleven months, compared to 80,000 in all of 2021. Faced with this significant increase in sales, the factory’s production system has been completely overhauled: “We have organized ourselves to produce more and meet demand. In addition to the 20 new employees, we have adopted the “three eights” system to run the machines at night“. However, such measures remain exceptional and have only been taken to “replenish stocks that should have been sufficient to last until March according to our previous forecasts».
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The plaid pulls the blanket
Made in France professionals benefit from the attraction of products made in France. According to an Ifop survey carried out in 2018, 74% of French people say they are ready to pay more to buy a product made on national soil. It is both a guarantee of quality, authenticity and sustainability, while being an assurance of preserving local employment and traditional know-how. We must also underline the eco-responsible approach of such a purchase. So many arguments that have emerged strengthened from the Covid-19 crisis.
This wind of consumption is also blowing through the plaid sector. These large and soft blankets are particularly popular with the French, to the point of leaving “like hotcakessays Victorine Waro, co-founder of Plaids Cocooning, a family and craft business based in Roubaix. Since the announcement of potential power cuts on November 30, worried households have been equipping themselves, and this is reflected in the sales of Plaids Cocooning’s Made In France products. “In one week, orders increased by 43% compared to the same period in 2021“says Victorine Waro. This craze has only just begun for the latter, who believes that “in January, if the first cuts occur, people will rush to the plaids».
Same observation for Jean Louin Brun, general manager of Brun de Vian Tiran, a bicentenary manufacturer specializing in exceptional blankets. This year, the family business reports an increase in sales of around 15%, particularly in Mohair wool throws, the specialty of the house. “We are already out of stock on some products, it’s the ransom of a great year!“, he greets.
Sweaters and small wools acclaimed
The national momentum also covers warm sweaters. At Tranquille Émile, a Made in France clothing brand, “a resurgence in sales was observed in September“. Orders from companies jumped 45%, the latter preferring to equip their employees in anticipation of energy restrictions and lower heating. The same motivations for individuals who, since the announcements of potential power cuts, have rushed to these products. Since December 1, the company has liquidated 67% more products, and above all less diversified. “This year, both individuals and professionals are buying more knitted sweaters and far fewer accessories”explains the management.
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At the same time, the French are also setting their sights on homemade products. Knitting a pair of gloves, a hat or a scarf yourself has become fashionable, further allowing households to save on their clothing expenses. At L’Envers de la Maille, a craft shop in Clermont-Ferrand, Marianne Petit offers knitting and crochet lessons for all levels. Since September, she has observed an increase in the number of her students of around 60% compared to last year, “especially young peopleshe says. Information confirmed by We Are Knitters, a Madrid-based company that is the European leader in the online sale of balls of wool and knitting kits, which has also seen a sharp increase in its orders in France in recent weeks. In the absence of other good news, this winter will undoubtedly be a great season for French craftsmanship.