After the greenwashing * from the 2000s, make way for french washing in 2022 or how to pass off bladders as lanterns, from made-in-elsewhere for made-in-France!
“We are often teased, ladies and gentlemen, about the origin of the product!”
We put up a pretty blue-white-red flag, we do pimp ** its logo in the colors of France, we write a good French expression and of course we play on words: designed in France, Printed in Paris. The product will of course be manufactured outside our borders, most often far away.
Others decide to play on tradition: the brand actually produced in France a long time ago, then has since relocated. Well, there is still a nice little workshop that consumers can visit. This only represents a tiny part of the production but it is better not to talk about it, it would not be pretty for the brand image….
Some do not assume and do not put a label of origin of the product (this is not obligatory). It's more practical and the consumer asks fewer questions.
Sometimes the limit of made-in-France is set within the customs code itself, for each type of product, its rule…. More or less obscure.
One thing to do if you have the slightest doubt: question sellers, customer service, ask for details and of course check your labels.#checktesetiquettes!
Transparency at L’Appartement Français
Don’t want to take out your magnifying glass and investigate? At the French Apartment, we want our customers to be able to consume made in France with complete confidence, with their eyes closed, so come see us, we let's investigate for you and will be happy to answer all your questions.
You may be wondering how we investigate? We roll up our sleeves and we do not skimp on traceability.
Guaranteed traceability
Attention investigation. For each product distributed, L’Appartement Français contractually requests:
1/ the details of each stage of production and manufacturing,
2/ the place of manufacture,
3/ the number of jobs generated,
4/ the origin of each component of the product. We ensure that the product meets the strict minimum of the customs code on the origin of manufacture, but also and above all that it goes beyond. That is to say, having experienced more than a simple stage of transformation and assembly in France.
Workshop visit
We regularly visit workshops, manufacturing units and factories to ensure compliance with our criteria.
Rejection of non-compliant marks
Finally, if the intentions are only marketing or if we detect a lack of sincerity, the brand is not referenced to L'Appartement Français.
If there is the slightest doubt, it's very simple, we refuse the product.
With your eyes closed, we tell you!
Article written by David
Small glossary:
*greenwashing: is an anglicism which is used to designate practices consisting of abusively using ecological positioning or practices for marketing purposes.
** pimp: Bring your personal touch to an object in order to make it sought-after, neat, unique.