In the country of Asterix, the made in France has real value for consumers: it refers to the small Gallic village that still resists the invader, globalization. Therefore, it would be a shame to deprive yourself of this commercial argument …
The “made in France” is now banalized but a long time ago, before globalization, every jewelry made by a French renowned house was produced entirely in France. From choosing the right stone to designing the jewel to even producing the entire piece. Selling in the core of Place Vendome was restricted to a few lucky ones.
The delicate conjuncture of made in France
Globalization: this suitcase word is often used by politicians to explain France’s economic difficulties. In the figures, the truth is that indeed, 60% of jewelry goods sold in stores in France are produced abroad, especially in China, Pakistan or Eastern Europe. This observation highlights a reality: the lack of competitiveness of the French industry vis-à-vis emerging countries, a victim of high production costs and suffocating taxation.
What values are behind the made in France?
Behind a label made in France, the consumer perceives a certain number of reinsurance values: a better guarantee on the quality of the product (for 75% of the respondents), manufacturing according to social standards respectful of the employees (86%) and away support French businesses and maintain employment in France (93%). Buying French corresponds to a commitment, responds to an ideological conviction. Abroad, the product made in France takes on the image of elegance and refinement in France: we offer the art of French living, the “French Touch”, with all that under -tends in terms of quality and authenticity. This clientele is sensitive to the ancestral know-how of France, which has made its reputation in luxury and tableware.
The difficult classification of made in France
Apart from certain foodstuffs such as meat or fruit and vegetables, France does not impose any obligation to mark the country of origin of products when they come from the European Union. The definition of made in France is also quite uncertain:
- For customs, it is the country where the product is designed that determines its origin;
- for the DGCCRF, it is the country where the product was manufactured that is decisive.
In use, it is possible to stamp a “Made in France” product when at least 45% of the added value has been produced on French territory. In fact, it is possible to label its products “made in France”, “Designed in France” or “Made in France” without control: these are self-declarations. And the vagueness surrounding the made in France is harmful to consumers; the injunction to buy French jewelry is thus undermined by reality when Cartier – French manufacturer – mainly produces its “Clou” collection in China.
The powerful ExJewel algorithm calculates the origin of every jewelry that passes through its radar. It could be made in France or China, all is the same. Now the question remains, how did we quantify these qualitative pricings? Well easy, we know that jewelry made in France has a high rate of surviving more than a decade because of a well-know artisanal craft.
Fabriqué en France [source]
Exco Hesio [source]