French consumers shattered records in 2024 with a 2.8 billion apparel purchases, marking a significant resurgence in the country’s fashion market, according to a comprehensive report released by ReFashion, the French eco-platform overseeing textile, footwear, and home linen recycling.
Polling over 10,000 retailers and importers, ReFashion’s analysis reveals that consumer demand rebounded sharply after a sluggish 2023, buoyed by the surging popularity of online pureplayers, clearance sites, and the rising appeal of footwear.
French consumers purchased 3.5 billion new items of clothing, shoes, and home linens in 2024, averaging more than 10 million items every single day. Apparel led the surge, with purchases rising by 2.4% to hit 2.8 billion units. Shoe sales saw an even sharper rise of 9.3%, totaling 259 million pairs, while home linens recorded a modest increase of 0.6% to 362 million units. This marks a continued growth trajectory of 400 million additional products sold annually over the past five years.
The sector’s revenue echoed the positive trend, rebounding with a 2.9% increase following the first-ever drop in 2023. The turnaround was driven largely by strong consumer sentiment and nearly 30% growth in sales from digital pureplayers and inventory clearance platforms. However, not all segments thrived traditional mass retailers reported a 5.1% decline in sales, indicating shifting consumer preferences.
On an individual level, the average French shopper bought 42 items in 2024, consisting of 26 garments and three pairs of shoes. Women led the charge with an average of 32 clothing items purchased, compared to 19 for men. Adult fashion was the key driver of growth, while sales of children’s and baby clothing declined.
A noteworthy shift in the market was the continued rise of secondhand fashion. Pre-owned items now represent 7.1% of the overall market, with consumers buying an average of 7.3 secondhand pieces annually. Online marketplaces such as Vinted, alongside flea markets and social economy initiatives, are leading this transformation. The average resale price of a secondhand item stood at $10.26, underscoring the appeal of affordable, sustainable fashion options.
