French fashion has long been seen to set the standard for the rest of the world to follow. But this week, news has emerged that rather than drawing inspiration from a chic bygone age, or a daring shade of beige, they will instead be turning to a traditional procurement strategy – or at least, that’s my prediction.
As the Daily Telegraph reports
, Associated British Foods is taking its low-cost clothing retail brand Primark across the channel. Opening a store first in Marseilles in December, and the city of Dijon shortly afterwards, the company will make its first foray into the country known around the world for its high-end glamour.
There is, as ABF points out, also a mainstream market and a great many French people love a bargain just as much as consumers in the UK, and that’s what they will be targeting.
But I don’t think it will be long before the country’s chicest and most stylish are engaging in a bit low-cost sourcing to wipe away those austerity blues, and swapping Chanel for ‘Primarni’.
In procurement terms, the savings are just too good to resist. For instance, substituting a pair of Christian Louboutin patent leather pumps
for a pair of Primark’s Mono heels
nets a saving (or cost avoidance) of £363.