It’s not necessarily the one you see parading on Instagram, nor the one that’s hitting the Fashion Week catwalks. And yet, she is in the lead. A newly published study reveals the clothing brands that the French really prefer, those they wear on a daily basis, without necessarily talking about it.
A popular fashion that doesn’t take the hassle
You may have already walked past a Kiabi window without paying attention or clicked for a t-shirt at H&M without asking any questions. However, the study which has just been published places Kiabi at the top of the ranking of French people’s favorite brands. On the second step of the podium, we find Primark, followed by Decathlon.
Why this trio? Because above all you seek simplicity, affordability, and “useful” fashion, the one you wear every day, takes precedence over ostentatious luxury. It’s accessible, functional fashion that fits real life. And it is no coincidence that these brands are present both in shopping centers and online. They become part of your daily life without making any noise.
Price as a master criterion
You won’t be surprised: the price factor clearly dominates. The study is clear: for the French, price remains decisive when choosing a clothing brand. And this observation is verified in the ranking, where brands like Tissaia (Leclerc), Inextenso (Auchan) or Tex (Carrefour) appear in the top 10.
In other words: you favor brands that don’t break the bank, that offer the essentials, and that you can renew without feeling guilty. It’s not disposable fashion, but fashion designed to fit your budget, without neglecting style. Pragmatism has taken over, and this reality profoundly shapes consumer choices.
The rise of sportswear and “useful brands”
Another lesson rich in meaning: sport and daily practice influence your purchases. The presence of Decathlon in the top three is not insignificant. Sportswear is no longer just reserved for the gym, it has established itself as a real way of life.
Whether you’re teleworking, traveling or chasing the bus, you want clothes that move with you. And the brands have understood this well. Jogging, leggings, sneakers: this wardrobe has become your modern uniform. Even non-specialized brands adopt the codes of comfort and practicality. Sports style today is mostly that of real life.
The complete list and what it reveals
Here are the top 10 most popular brands in France according to this study:
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Kiabi
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Primark
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Decathlon
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Tissaia (Leclerc)
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Gemo
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H&M
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Sun
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Inextenso (Auchan)
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Tex (Crossroads)
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Shein
Does this list speak to you? It reflects two strong dynamics: budget control and the choice of brands that are omnipresent in everyday life. It is also a mirror of your routine, your expectations, the way you put together your wardrobe. Less “wow” effect, more consistency and comfort. You are not looking to shine at all costs, but to dress simply, efficiently, without stress.
What it says about you (and the trend)
By recognizing yourself in these choices, you participate in a clear movement: fashion is no longer just a question of status, but of pragmatism. You want clothes that make your life easier, cheaper, and adapted to your pace.
You are also undoubtedly more aware of the costs, the practices, the speed of the trends which are renewed. The fact that Shein, a purely online brand, is part of the top 10 also shows that you are ready to buy differently: without a physical store, with accessible products that are quick to order.
In summary, this ranking invites you to look at your wardrobe differently: how many of these brands are already there? And which ones will stay there tomorrow?
The French’s favorite clothing brands
1. Why is Kiabi the favorite brand of the French?
Kiabi appeals with its very affordable price positioning, its wide offering for the whole family and its presence throughout France. She focuses on easy-to-wear basics, often renewed, unpretentious but effective. It’s the everyday brand that meets essential needs without breaking the bank.
2. Is Primark really cheaper than other brands?
Yes, Primark is known for its low prices on clothing, accessories and even decoration. It offers trendy pieces at very competitive prices, which attracts a young and budget-conscious clientele. Be careful though: stocks are very changeable, and sizes are not always constant.
3. Can you do sports with Decathlon clothing in the city?
Absolutely. Many clothes designed by Decathlon are designed for sport but are also worn outside of physical activity. Jogging, leggings, light down jackets: the sports style now fits perfectly into urban outfits. It is an assumed choice for comfort and practicality.
4. Why are supermarket brands like Tissaia or Tex so popular?
These brands have the advantage of being easily available, right when you are shopping. They offer simple clothing, often at very low prices, and allow you to make “extra” purchases without any specific travel. It’s practical, economical and often sufficient for everyday use.
5. Is Shein really one of the French’s favorite brands?
Yes, according to the study cited, Shein is in the top 10. This online brand has established itself among young people thanks to its very low prices and its huge catalog of new products. Despite criticism of the quality or environmental impact, it remains highly ordered in France, particularly for trendy pieces at low prices.
Photo credit: @shutterstock
