Transmark Partners, a New York based strategy and market development firm, recently published a report entitled “Does the Made in France Label Sell in America?” The results reveal how a product’s country of origin is symptomatic of its reception on a foreign market.

While over 50% of the 300 U.S. consumers surveyed online between August 19th and 21st 2008 reported having a favourable image of France, their positive feelings stem from a coterie of brands that they intuitively identify with France, namely: Perrier, Chanel, Lancôme, Louis Vuitton, Dior, Cartier, and Gran Marnier. Likewise, the words participants most readily associate with French products are “Fashionable,” “Expensive,” “Luxurious,” and “Sophisticated,” as opposed to “Innovative,” “Reliable” and “Youthful,” which also figured into the survey.

Nearly 75% of the survey participants reported that a product’s country of origin factors into their purchasing decisions, which for France is a double-edged épee. Because the clout of the “Made in France” label is so concentrated in the luxury sector, it struggles to reflect favourably elsewhere. Given the highly innovative and reliable products that are greatly demanded in the current market, the survey concludes that re-positioning the “Made in France” label to encompass the inventiveness of French products would be beneficial to their reception in the U.S. market.

…While still eating crêpe suzette, bien sûr!

www.transmarkpartners.com