Interview with Françoise Naudet, co-organizer of Rue du Made in France

Portrait

Tell us about your background.

I'll try to be concise because I'm not very young anymore and my career is therefore quite long (laughs). I'm Françoise Heidet, my maiden name, and I've spent most of my career in the world of marketing and communication, in France and internationally. I graduated from Sup de Co in 1982, and my first steps in working life were in the field of sport, more precisely skiing since I worked successively at Dynastar and Salomon, of which I have excellent memories. This experience greatly influenced my relationship with Made in France . I actually witnessed the creation of a very modern manufacturing plant in Rumilly, in Haute-Savoie, to support the production of a new ski model that we had proudly developed from A to Z. An interlude in environmental consulting then allowed me to be noticed by the outdoor clothing brand Patagonia, in California, which recruited me as Worldwide Product Marketing Director. At the end of my visa, I returned to France to manage mail order sales for Patagonia and the One Percent program , which aims to donate 1% of turnover to environmental protection associations. I continued in this associative path by later joining a Burgundy association of stone trades. Finally, in 2013, I created the Savoir-French agency to support SMEs that guarantee French know-how with their marketing, digital and design issues.

Why did you dedicate your career to ethical marketing?

My experience at Salomon was definitely a trigger.

I was deeply affected by the factory's closure in 2004, after fifteen years of operation, to relocate production to Romania. At the time of my studies, China and Eastern Europe were still relatively closed, and it wasn't until the early 1990s that the flight of our industries really accelerated.

Yvan Chouinard, the founder of Patagonia, also inspired me a lot. He proved to me that business sense and moral conscience could be reconciled (Patagonia made the decision to produce its clothing in organic cotton in 1996, editor's note). When I worked in their Californian offices, I often talked about ethical marketing with my colleagues.

What is the approach of La Rue du Made in France ?

Beyond promoting French know-how and celebrating more ethical consumption, we want to demonstrate that Made in France doesn't necessarily mean financial inaccessibility. You'll find everyday products at affordable prices in our pop-up stores. We're not talking about unique creations or luxury goods.

Tell us about the origins of the La Rue du Made in France project, which is celebrating its first edition.

The idea came from a group of Made in France enthusiasts working within FIMIF* and the Made in Town agency. They were aware of the availability of the Rue Vertbois premises for setting up temporary operations. They therefore contacted Virginie Millet, a marketing professional, and myself to co-manage this event. We are fortunate to be supported by an excellent PR agency and to be supported by Arnaud Montebourg, who honored us with his presence on the opening day.

* Independent Federation of Made in France

Made in France: a fad, a PR tool or a real, viable economic solution?

I am convinced that a radical shift is taking place in consumer habits. Many of our visitors have heard about La Rue du Made in France in the media and come to express their desire to consume locally to contribute to the revival of the French economy. Until now, the difficulty was that they were not necessarily aware of the offerings.

I recently walked past the BHV storefront, which showcased French-made household appliances. This clearly shows that the demand exists.

Jean-Laurent Cassaly stated in Nouveaux Artisans * that “the artisan emerges as the big winner in a world that is changing too quickly.” What is your vision of French craftsmanship?

I completely agree with Jean-Laurent Cassely's assertion. In the United States, they call it the Maker phenomenon . These are people from intellectual professions who retrain in manual professions, for reasons of values ​​or personal aspirations.

I believe a lot in the intelligence of the hand, to use the words of the Liliane Bettencourt prize. I believe a lot in craftsmanship.

* Preface to the book Nouveaux Artisans by Magali Perruchini, published by Eyrolles.

What do you think about the future of textiles in France?

I'm optimistic by nature, so I'm convinced that mentalities are changing. There's a general awareness, people are taking action. We secured the presence of Jacquard Français on La Rue du Made in France thanks to France Terre Textile. But I'm not unaware of the sector's difficulties. There may be a need for a new generation of bosses to revive factories and breathe new life and inventiveness into them.

The unfiltered interview

If you were a craftsman, what would you do?

Cabinetmaker, for the feel of wood.

Are you more of a DIYer or a master chef?

Cordon bleu.

What is your favorite dish?

Osso bucco (even if it's not French).

Which personality would you wear your pretty Made in France apron with to cook an Osso Bucco?

Arnaud Montebourg.

We offer you the opportunity to personalize your apron at the end of your cooking session, what message do you embroider?

“Long live made in France”

I know, it's not very original!

Who would you never lend your apron to?

Marine Le Pen.

The French product that no other country will (ever!) make better than us?

Tableware. I see it as a symbol of elegance and the French art of living.

Your favorite Made in France brand?

Tolix.

They have been making colorful metal chairs since the 19th century.

For the record, the accounting director relaunched the company in 2004, which was then on the verge of liquidation.

What do you like best about France?

The seaside resorts.

I am thinking in particular of Cap Ferret.

I really like the lifestyle there.

And what do you hate?

The filth in some big cities.

Any final message to share with our readers about La Rue du Made in France?

We are delighted to welcome your aprons made in the Vosges for this first edition of the Rue du Made in France . We wish you every success!

Thanks to Françoise Naudet for this interview conducted in the intimate atmosphere of the Chez Toi ou Chez Moi bar, rue Vertbois.

Want to know more about La Rue du Made in France ? It's right here .

You can also consult the Savoir-French agency founded by Françoise Naudet.