Three months before the new year, the time for the balance sheets has already struck. What is the fashion mark where the French have spent the most?
If Paris Fashion Week has already started well, some have their eyes on another podium revealed last week. At the end of September, the Institute of Marketing Studies WorldPanel by Numerator (formerly Kantar) thus revealed what the first 20 fashion distributors were on the first half of the year. And against all odds, Kiabi is not necessarily at the head of the ranking in terms of sales …
It is a rather unexpected brand that steals the show. It is also French, it is known to market sports clothes much more than fashion parts. And no, we are not talking about Decathlonbut rather of its main competitor. Born in 1924, he has just celebrated his 100th birthday. He first draws his origins from the Association of Scouts of France, before settling international a few years later. Today, there are nearly 5,381 stores in 42 countries and 931 on hexagonal territory. In 2023, this sports brand is growing by buying 6 stores from another rival then in difficulty: Go Sport.
During the first six months of the year, it is therefore Intersport which occupies the first place of fashion brands in France with almost 6.3% of market share.
The brand whose head office is in Switzerland has sold a more substantial amount of clothing, shoes, fashion accessories and household linen than its competitors. It widely is ahead of the second in the ranking, Decathlonwhich stands up with only 3.9%. In third position, finally, we find Kiabiwho follows his Lille rival very closely. The next four months will tell us if Intersport will retain its place of choice.
However, if Intersport is essential in terms of financial profits, it is still Kiabi And her low prices that play the French more: in fact, she remains their favorite with her 44 million transactions over the year and her 3.4 articles per basket. Final verdict in January.
