Made in France affordability and the MIF Expo 2026, Digi Mart USA News: The 14th edition of the MIF Expo opens Thursday at Paris Porte de Versailles, and this year the question of whether a 100% French product can match French consumers’ purchasing power is more pressing than ever.
A jean priced at 99 euros, a polo at 40 euros and underwear at 20 euros: the made in France sector, which holds its annual trade show in Paris starting Thursday, is aligning its prices with those of major international retailers. However, prices offered by emblematic 100% made in France brands, including Jean 1083, Le Slip Français and Lemahieu, remain well above those found in large supermarkets and above what most French people can afford to spend on a garment.
“We need to stop saying this is a question of communication or arguments about the merits of made in France. Everyone knows very well today why we are more expensive and why it is better to buy French, but fewer and fewer people can afford to spend tens of euros on a sweater or a pair of trousers,” said Guillaume Gibault, CEO and founder of Le Slip Français.
He has set a goal of reducing costs while keeping production entirely in France, and his only solution is to “invest to expand the workshops, increase volumes and thereby bring prices down even further.” Le Slip Français has already pursued this path since 2024 by opening its capital to private shareholders. The brand now sells the same products for 20 euros, compared with 40 euros two years ago, and plans in the coming months to halve the displayed price again.
This approach is difficult for other major made in France players, especially as the sector has seen a considerable drop in sales for several months, like the textile industry as a whole. In September 2026, apparel professionals lost 17% of their activity volumes compared with September 2025, according to figures from the Alliance du Commerce, which represents large ready-to-wear retailers, and 13% according to figures from the Fédération de l’Habillement, which represents independent stores.
Both federations attribute the decline to persistently weak purchasing power and a late heatwave.
“Add to that the social unrest of October, and people have much less desire to consume, whether products are French or not,” said Thomas Huriez of Jean 1083. The founder of the linen trouser brand based in Nîmes, launched 13 years ago, objects to constantly linking French production to its prices.
“If made in France is not doing very well at the moment, it is because the textile sector and consumption in general are doing poorly, not because we are too expensive…”
Just two days before the 14th MIF Expo opens Thursday in Paris Porte de Versailles, the made in France label has never been more popular with public opinion. According to the Observatoire Société & Consommation (Obsoco) barometer, nearly 85% of French people say they are “ready to buy French provided they can afford it,” and the main candidates in the 2027 presidential election are expected on the opening day of the show.
“It has been a long time since a subject won such unanimity. Everyone, regardless of political affiliation, agrees that made in France should be encouraged…
So what are we waiting for to do it?” Thomas Huriez asked. For the head of Jean 1083, the solution can only come from a genuine policy supporting reindustrialization on French soil.
From textiles to gastronomy, including jewelry and beauty products, around a thousand exhibitors will be present from Thursday through Sunday at the 14th MIF Expo in Paris Porte de Versailles. Alongside emblematic 100% French brands, the French brush maker (now available in large retail stores), Corvette (Marseille soap) for hygiene and beauty, and the Jeannette biscuit maker for treats will present their new products for sale.
Recently acquired by the Tome holding company of Cédric Meston, Duralex glassware will also have a stand.
This year’s featured region is Normandy. Around thirty Normandy companies and 60 brands have been invited to the MIF Expo.
For the first time this year, digital sovereignty will also have its own village, where Linagora, Open Internet Project, Inersio and Wimi will present their 100% French digital solutions. Because made in France also means “mastery of digital tools,” according to the organizers of this 2026 edition.
MIF Expo runs from November 12 to 15 at Paris Porte de Versailles. Free admission with registration at www.mifexpo.fr.
