How are stores bouncing back in the tense fashion industry?
For several years, the mid-range ready-to-wear sector has been under constant pressure. Caught between an increasingly aggressive fast fashion market and a luxury market that polarizes attention, this middle tier is struggling to find its footing. Today, even so-called "accessible luxury" brands—like Claudie Pierlot, Ba&sh, and Fursac—are faltering, revealing the flaws in a model that once seemed solid.
Fashion industry under pressure
Long considered an elegant and affordable alternative to major luxury brands, these brands are gradually seeing their customers turn away. On the one hand, fast fashion appeals with its ultra-competitive prices and unparalleled responsiveness. On the other, the rise of the second-hand market is redefining the notion of responsible consumption. Vinted, for example, is now worth more than €6 billion in France (source: Xerfi, 2023), attracting both budget-conscious consumers and those committed to more sustainable fashion.
Added to this is a challenging economic climate: inflation, declining purchasing power, and rising raw material costs. Consumers, forced to rationalize their spending, are increasingly choosing between immediate affordability and investing in timeless pieces. As a result, mid-range brands are suffering from unclear positioning: too expensive to compete with Zara, not iconic enough to rival Louis Vuitton or Hermès.
The failure of an expected regulation
The French government's recent postponement (originally scheduled for February 2025) of the anti-fast fashion law has dealt a severe blow to textile players who had hoped for a more protective framework. Initially intended to limit overproduction and the industry's environmental impact, this legislation could have curbed the dominance of giants like Shein and H&M. But without this regulation, the price war continues, further jeopardizing already weakened mid-tier retailers.
How can independent shops bounce back?
Faced with these challenges, multi-brand stores must urgently reinvent themselves. Salvation will not come from simply lowering prices, but from a more profound transformation of the in-store experience and the way they manage their offerings.
1. Focus on exclusivity and novelty
Consumers are now looking for unique pieces that won't be worn by everyone. Stores must therefore showcase capsule collections, updated frequently, in collaboration with French and European designers. This model not only allows them to offer new items without excessive inventory, but also to create a stronger connection with customers seeking uniqueness.
2. Reinvent the in-store experience
A store can no longer be content with being a simple point of sale. It must become a place of discovery and advice. Some retailers have understood this by organizing pop-up events, exclusive presentations, and even customization workshops. It's these moments of exchange that build customer loyalty and restore meaning to the act of purchasing.
3. Adopt phygital for maximum flexibility
One of the biggest challenges for stores remains inventory management. Too much unsold stock means a net loss. Too little choice means customers will look elsewhere. This is where phygital becomes so important. By combining physical presence and digital solutions, stores can expand their offerings without taking any financial risk.
Solutions like those offered by E-POP Mode allow stores to showcase a selection of French designers through dedicated corners. The advantage? Thanks to an in-store ordering system via QR code, customers can access a much larger catalog than what the store could stock. This allows them to test brands, constantly offer new products, and, above all, to sell only on a just-in-time basis.
4. Promote responsible fashion
While 74% of French people say they want to choose more sustainable fashion (source: IFM, 2023), many still struggle to identify alternatives. Independent boutiques have a trump card to play here. Promoting ethical, local brands that are transparent about their manufacturing is one way to meet consumer expectations.
But it's not enough to display a "Made in France" label. You have to tell a story: how these clothes are designed, why they are more sustainable, and what their added value is. In-store educational materials, QR codes to learn more about manufacturing, or discussions with designers can help create a real connection with the customer.
A future to reinvent
The mid-range sector is going through an unprecedented crisis, but it's not doomed. Independent boutiques that adapt by focusing on exclusivity, an enhanced customer experience, and phygital solutions like those offered by E-POP Mode will be able to thrive.
In a world where fashion is evolving at breakneck speed, it's no longer enough to sell clothes; you have to sell a vision, an experience, and a relationship built on trust. Those who succeed in this challenge will be the true winners of tomorrow.
