In 2025, the brands dominating the sector aren’t necessarily those tied to luxury or high fashion… But rather the ones offering accessible, practical fashion that aligns with today’s social concerns. According to the annual ranking published by FashionUnited and relayed by the AFP, Kiabi, Primark, and Decathlon are the brands French people favor the most.
This trend reflects a shift in consumer values. Today, people prioritize factors such as price, sustainability, and proximity. These brands have managed to adapt to the expectations of a customer base that is increasingly aware of the impact of its consumption choices.
Kiabi: Fashion for the Whole Family
Kiabi, founded in 1978, remains a leader by offering fashion accessible to everyone. With collections for all ages at competitive prices, the northern French retailer answers the needs of a family-oriented clientele.
The slogan “La mode à petits prix pour toute la famille” perfectly captures this inclusive and responsible approach. Kiabi also enjoys a strong goodwill, particularly in areas near major metropolitan centers, where it is viewed as a trusted brand.
Primark: A meteoric Rise
Primark, the Irish chain that arrived in France in 2013, rapidly established itself as a benchmark in ultra-cheap fast fashion. Its runner-up position in the French public’s favorite-brand ranking testifies to its success. Primark attracts a young audience hungry for new items at affordable prices.
The brand’s diverse offering, spanning textiles to home decor, along with occasional collaborations with influencers, reinforces its allure. Yet some consumers raise concerns about production conditions and the environmental footprint of the business model…
Decathlon: Sporty Fashion on the Rise
Decathlon, historically focused on sports, is now establishing itself as a bona fide fashion brand. With a 49.4% score in the YouGov Fashion Rankings 2024… the brand meets a growing demand for comfortable, versatile, and durable clothing. Its in-house labels, such as Quechua, Domyos, or Kalenji, embody this promise.
Athleisure appeals to a audience seeking functional clothing for everyday life. Decathlon also emphasizes repairability and recycling, with the development of second‑hand services in its stores. A brand aligned with the challenges of responsible consumption.
The ranking of France’s favorite brands in 2025 signals a transformation in how consumers relate to fashion. Prestige is no longer a primary criterion; practicality, price, and proximity guide choices. Brands labeled as “utilitarian” are gaining ground against those more focused on image.
Thus, Kiabi, Primark, and Decathlon stand out not only for what they offer but also for their ability to meet the expectations of a customer base that is seeking meaning!
Karla Miller RADIO
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