In response to challenging conditions in the fashion and ready-to-wear markets, French brands are seeking new avenues for growth. While the men’s market shows relative resilience compared to women’s ready-to-wear, significant opportunities lie beyond Europe. According to Promas, exports of men’s clothing to regions outside the European Union saw a 4% increase in the first quarter of 2023. Data from the IFM observatory indicates a notable surge in exports to Japan, which more than doubled compared to the previous year, while overall exports remained stable.
The List initiative, launched last year to facilitate French brands’ entry into international markets, assumes heightened importance against this backdrop. Thirteen labels are set to participate in the initiative’s second edition, targeting markets in the Far East. Brands such as True Tribe, Baziszt, ADN Paris, and others will showcase their collections in Tokyo and/or Seoul.
Hervé Huchet, Promas’s international manager, underscores the initiative’s role in fostering relationships with overseas markets. “We collaborate closely with local specialists and showrooms to ensure the brands align with the target market’s expectations,” Huchet explains. In Tokyo, French brands will be featured at Shibuya’s Null showroom during Fashion Trade Week, from July 16 to 19, followed by a showcase in Seoul’s Gangnam district from July 22 to 25, in partnership with ME Showroom.
“Some brands are returning for a second session, having successfully engaged retailers, distributors, and influencers,” Huchet notes. He cites an instance where influencer endorsements facilitated a brand’s entry into the Chinese market, highlighting List’s role in connecting French brands with local partners. Applications are currently open for the February 2025 session, supported by Defi.
Looking ahead, List plans to expand its footprint into new markets starting with Taipei, Taiwan, a country where the menswear market is valued at nearly €3 billion. Additionally, List aims to launch operations in the United States in 2025, targeting New York’s prestigious fashion week venues to introduce French brands to American buyers. This initiative underscores List’s commitment to broadening its support to French menswear labels on a global scale.
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