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Television.  The “Made in France” has regained color, but for how long?

For the past few months, consuming French has been popular. More ethical, ecological, good for the country’s finances… The pandemic has brought local production back into fashion. This Wednesday evening, after the debate between the two rounds, the program ”Réseau d’Enquêtes” on France 3 is interested in this new trend. Charles Henry Boudet went to meet the many “Made in France” entrepreneurs, who decided to bet everything on national manufacturing.

Order books on the rise

First step: textile companies in Normandy. The B.Solfin textile factory has chosen to maintain its production in France at all costs, despite a drastic reduction in its workforce made necessary by foreign competition. A choice that pays off today, since the order books are on the rise again, as much as those of a flax spinning mill in Alsace, which is reborn.

On the other side of France, in Occitanie, the same dynamic is affecting the Tuffery workshops, the oldest manufacturer of French jeans. The workshops are just recovering from Asian competition, which had forced them to reduce their workforce from 60 to 3 employees and their production from 500 jeans a day to 500 a year.

Recruitment difficulties

If French products are rightly valued today, successive relocations have left their mark. It is now difficult to find qualified employees since there is no longer a training school. Companies are having great difficulty recruiting.

In Isère, the Paraboot shoe factory, whose sales have increased by 35% this year, is producing at only 80% of its capacity. The reason ? Some jobs remain desperately unfilled: 15 additional people would be needed.

Higher prices

French labor also has its cost. “Made in France” products are more expensive than the others: up to 60 euros this pair of socks sold in the “La manufacture” shop, in Saint-Malo, in Brittany. “A guarantee of quality”, assures the saleswoman. “People want to buy less but better,” notes another manufacturer.

These “Made in France” products are intended to be more durable. And according to Aurélie Crouzet, director of the “consumer and retail” division of Ifop, the French are ready to pay “a little more for products from companies that would relocate their production to France”. The Covid-19 pandemic has brought out the need for self-sustaining production and the notion of economic patriotism. But with the economic crisis looming, will ”Made in France” continue to be popular?

”Made in France, from words to deeds”, in ”Réseau d’Enquêtes”, this Wednesday, April 20 from 11:05 p.m. on France 3.