French Fashion Retail Sales Drop 1.6% in July

The activity of independent clothing retailers in France, including multi-brand outlets and franchisees, contracted by 1.6% in July compared to the same period last year, according to the latest barometer from the Fédération Nationale de l’Habillement (FNH). The sales season, which ended on July 22, saw an even sharper decline, with sales falling 4.6% year-on-year.

Despite challenging conditions, the FNH noted that a significant number of fashion retailers actively participated in the summer sales. Around 42% of shops implemented two separate markdowns, while 53% offered discounts starting at 30%. However, the federation warned that the repeated use of deep discounts is unsustainable and pointed to the urgency of long-term changes in retail strategy. “These figures show once again that the sales model is outdated and that to counter new ways of consuming, it is urgent to propose long-term changes,” the FNH stated.

Performance across the country was uneven. Île-de-France posted a 5% increase in activity compared to July 2024, though the FNH cautioned that this figure reflects a rebound from last year’s unusually weak sales caused by disruptions related to the Paris 2024 Olympic Games. Some other regions such as Brittany (+3%) and Nouvelle-Aquitaine (+1%) reported modest gains, but the overall national picture remained negative. In contrast, sales in Pays de la Loire dropped by 9%, Auvergne-Rhône-Alpes fell by 8%, Centre-Val-de-Loire by 6%, and Corsica saw the steepest plunge with a 15% year-on-year decline.

The FNH has long warned of worsening conditions for independent fashion retailers in France, who operate more than 30,000 shops nationwide. In March 2025, nearly 67% of those surveyed reported revenue drops, with the average decline reaching 8.1%. The federation has consistently highlighted the pressure posed by fast fashion, online competition, and outdated promotional models that no longer resonate with evolving consumer habits.