In France, 2024 ended on a negative note for independent fashion retailers. Their sales fell by 4.7% in December compared to the previous year, according to the Fédération nationale de l’habillement (FNH), the country’s apparel retailers’ association. The downturn was worse than the result recorded in November, when sales were down 1.6%. September and October were positive for the sector, but FNH underlined there were no major promotions in those months. The association is campaigning for a review of the end-of-season sales calendar, and for regulating discount activity throughout the year.

FNH found that retailers that carried out promotions in December did improve their results, growing on average by 6%. A figure to be borne in mind, according to FNH, because “the only way to survive for some retailers is to carry out promotional operations.” November was a delicate month, “because customers preferred to wait until Black Friday [right at the end of the month] to shop,” then took the foot off the gas in December, waiting for the January sales.

All sectors posted negative results in December, with womenswear stores recording the worst sales decline (down 8%), followed by menswear stores (down 7%), while co-ed retailers fared comparatively better, losing only 1%. “The smallest businesses were those that experienced the most significant slump,” said FNH.

There were several localised differences in the results. Trading was rather strong in December in the Occitane (up 10%) and Provence-Alpes-Cote d’Azur (up 4%) regions, while the situation was concerning in Centre-Val de Loire (down 6%), Brittany (down 7%), and Normandy (down 14%).

“Given the tough economic situation, it is essential to rethink the timing of end-of-season sales and promotions. Moving sales dates back to the end of the season would enable retailers to sell off their inventory at full price and preserve their margins. Moreover, regulating promotions would stave off the price war that is weakening the entire sector,” said Pierre Talamon, president of FNH.

Meanwhile, FNH joined the appeal filed last December against the introduction of limited-traffic pedestrian zones (ZTL) in the heart of Paris.