{"id":44900,"date":"2023-09-01T16:00:07","date_gmt":"2023-09-01T14:00:07","guid":{"rendered":"https:\/\/www.accuracy.com\/?p=44900"},"modified":"2024-09-12T14:53:35","modified_gmt":"2024-09-12T12:53:35","slug":"leconomie-et-la-finance-du-luxe-francais-lart-de-vivre-avant-tout","status":"publish","type":"post","link":"https:\/\/www.accuracy.com\/fr\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\/","title":{"rendered":"L'\u00e9conomie et la finance du luxe fran\u00e7ais : l'art de vivre avant tout !"},"content":{"rendered":"

Pour les Fran\u00e7ais, le luxe et la mode conviennent bien \u00e0 leur pays. Les racines en sont tr\u00e8s anciennes : le XVIIIe si\u00e8cle, avec Versailles et sa cour, a cr\u00e9\u00e9 un \u00e9cosyst\u00e8me qui a favoris\u00e9 l'\u00e9mergence d'une offre adapt\u00e9e aux exigences de ses clients, et le XIXe si\u00e8cle a vu na\u00eetre une bourgeoisie int\u00e9ress\u00e9e par les cr\u00e9ations raffin\u00e9es d'artisans experts (Herm\u00e8s, Cartier ou Louis Vuitton ont d\u00e9marr\u00e9 leur activit\u00e9 vers le milieu du si\u00e8cle). L'excellence du savoir-faire et la qualit\u00e9 de la production, reconnues et m\u00eame c\u00e9l\u00e9br\u00e9es dans le monde entier, prouvent que la France dispose toujours d'une \u00e9conomie capable de produire le meilleur, malgr\u00e9 un secteur manufacturier en perte de vitesse et une part de march\u00e9 \u00e0 l'exportation en baisse.<\/p>\n

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Derri\u00e8re cette impression flatteuse, les chiffres \u00e9conomiques du secteur de la mode et du luxe sont importants :<\/strong> ils repr\u00e9sentent 3% du PIB, 150 milliards d'euros de chiffre d'affaires et plus de 600 000 emplois, ce qui fait de la France le premier acteur mondial. Un focus sur le seul luxe montre une emprise encore plus importante : au sein des 10 premiers acteurs qui constituent plus de la moiti\u00e9 du march\u00e9 mondial, la France d\u00e9tient une part de march\u00e9 de 68%.<\/p>\n

Luxe : la France en t\u00eate<\/strong><\/p>\n

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Les march\u00e9s financiers ont not\u00e9 et salu\u00e9 l'importance du secteur fran\u00e7ais du luxe. <\/strong>Les quatre entreprises cot\u00e9es dans l'indice phare de Paris (le CAC 40), \u00e0 savoir LVMH, L'Or\u00e9al, Herm\u00e8s et Kering, constituent aujourd'hui 38% de sa capitalisation boursi\u00e8re. Au d\u00e9but de 2010 et 2020 respectivement, leur poids relatif \u00e9tait de 10% et 27%. En prenant 2010 comme base 100, l'indice CAC 40 se situe aujourd'hui en dessous de 200, mais sa composante luxe (ces quatre entit\u00e9s) s'\u00e9l\u00e8ve \u00e0 1 180. Les b\u00e9n\u00e9fices par action ont augment\u00e9 beaucoup plus rapidement pour le sous-indice luxe que pour l'indice total (presque deux fois plus vite depuis 2010). Mais, et surtout, les multiples de capitalisation (prix de l'action rapport\u00e9 au b\u00e9n\u00e9fice par action) n'ont pas du tout suivi les m\u00eames tendances. Alors que celui du CAC 40 suit une tendance stable depuis 2010, voire en l\u00e9g\u00e8re baisse, celui des composantes du luxe est en hausse.<\/p>\n

Multiple de capitalisation* : Le luxe fran\u00e7ais est cher !<\/strong><\/p>\n

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Cette domination du luxe fran\u00e7ais \u00e0 l'\u00e9chelle mondiale et la reconnaissance accord\u00e9e par les march\u00e9s financiers rappellent clairement la trajectoire de la tech am\u00e9ricaine.<\/strong> Que ce soit en termes de parts de march\u00e9 mondiales ou de prix \u00e9lev\u00e9s des actions cot\u00e9es, la ressemblance est \u00e9vidente. Une diff\u00e9rence doit cependant \u00eatre prise en compte. Aux \u00c9tats-Unis, la technologie repr\u00e9sente 9% du PIB, soit trois fois plus que le luxe en France. Les enjeux macro\u00e9conomiques sont donc plus importants.<\/strong> Mais cela n'a aucune incidence sur les \u00e9valuations plus micro\u00e9conomiques propos\u00e9es par les investisseurs et les op\u00e9rateurs.<\/p>\n

Tech : Domination am\u00e9ricaine<\/strong><\/p>\n

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Multiples de capitalisation* : La technologie am\u00e9ricaine n'est pas bon march\u00e9 non plus !<\/strong><\/p>\n

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Peut-on pousser plus loin ce parall\u00e8le entre la technologie am\u00e9ricaine et le luxe fran\u00e7ais ? <\/strong>Nous savons que le premier profitera du d\u00e9veloppement acc\u00e9l\u00e9r\u00e9 de l'intelligence artificielle<\/strong> et son nouvel aspect dit g\u00e9n\u00e9ratif. Une prime \u00e0 la productivit\u00e9 est attendue, dont une partie devrait rester dans les comptes des entreprises qui sont \u00e0 l'origine de l'apparition et du d\u00e9veloppement de cette nouvelle technologie.<\/p>\n

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Mais comment le luxe fran\u00e7ais peut-il maintenir son taux de croissance ou quelle est sa prochaine \u00e9tape ? <\/strong>Trois points positifs, et donc rassurants, sont visibles. Tout d'abord, la Chine, m\u00eame si son PIB est appel\u00e9 \u00e0 ralentir, montre une progression significative du poids de sa classe moyenne : selon la soci\u00e9t\u00e9 de recherche ind\u00e9pendante BCA, la classe moyenne chinoise constitue 30% de la population totale aujourd'hui et pourrait repr\u00e9senter 50% en 2030. Le consommateur chinois repr\u00e9sentait 33% du march\u00e9 mondial du luxe en 2019 et pourrait repr\u00e9senter pr\u00e8s de 40% en 2030. Enfin, nous pouvons consid\u00e9rer le consommateur indien. D'ici \u00e0 2050, le revenu disponible des m\u00e9nages du sous-continent pourrait avoir \u00e9t\u00e9 multipli\u00e9 par treize et la classe moyenne repr\u00e9senterait un milliard d'individus selon le Centre de d\u00e9veloppement de l'OCDE. Autant d'acheteurs potentiels de produits de luxe, pour autant que les droits de douane ne soient pas un obstacle ! Enfin, il semble que les millennials et la g\u00e9n\u00e9ration Z puissent d\u00e9sirer ce type de biens plus que leurs a\u00een\u00e9s. Ils prendront volontiers le relais de ces millions de personnes qui ach\u00e8tent depuis des ann\u00e9es pour se d\u00e9marquer. Le cabinet de conseil Bain estime d'ailleurs que le march\u00e9 mondial du luxe pourrait doubler entre 2019 et 2030.<\/strong><\/p>\n

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Devons-nous accepter une telle pr\u00e9vision ?<\/strong> La difficult\u00e9 de cette question r\u00e9side dans la contradiction apparente entre l'exclusivit\u00e9, qui permet des prix \u00e9lev\u00e9s, et une diffusion plus large, dans le sillage d'une augmentation de la demande permise par l'expansion des classes moyennes \u00e0 travers le monde. Une segmentation plus fine, entre une offre pour les \"super riches\" et une autre pour une classe moyenne avide \u00e0 la fois de marqueurs de statut et de signes de distinction, permettra-t-elle de la surmonter ?<\/p>\n

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Terminons par un dernier regard sur la France (ou l'Europe) par rapport aux \u00c9tats-Unis. Comment se positionner par rapport \u00e0 cette impression d'\u00e9quivalence entre le luxe, apanage de l'ancien monde, et la technique, apanage du nouveau ?<\/strong> L'accent mis sur \"l'art de vivre\" a-t-il autant de poids et ouvre-t-il autant de perspectives int\u00e9ressantes que la priorit\u00e9 donn\u00e9e aux moyens de \"vivre mieux\" ? Un vieux d\u00e9bat qui, semble-t-il, n'est pas pr\u00e8s de s'\u00e9teindre !<\/p>\n

 <\/p>\n

 <\/p>\n

\n

Herv\u00e9 Goulletquer - Conseiller \u00e9conomique principal, Accuracy
\n<\/strong>Pr\u00e9cision Talks Straight #8 - Point de vue \u00e9conomique<\/em><\/p>","protected":false},"excerpt":{"rendered":"

For the French, luxury and fashion suit their country well. The roots of this go back far in history: the 18th century, with Versailles and its court, created an ecosystem that encouraged the emergence of supply that was adapted to the exacting demands of its customers, and the 19th century found a bourgeoisie interested in […]<\/p>\n","protected":false},"author":58,"featured_media":47546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[212,233,268],"tags":[283],"class_list":["post-44900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-article","category-luxury-analysis","tag-accuracy-talks-straight-8"],"acf":[],"yoast_head":"\nThe economy and finance of French luxury: the art of living, first and foremost! - Accuracy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.accuracy.com\/fr\/leconomie-et-la-finance-du-luxe-francais-lart-de-vivre-avant-tout\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The economy and finance of French luxury: the art of living, first and foremost!\" \/>\n<meta property=\"og:description\" content=\"For the French, luxury and fashion suit their country well. The roots of this go back far in history: the 18th century, with Versailles and its court, created an ecosystem that encouraged the emergence of supply that was adapted to the exacting demands of its customers, and the 19th century found a bourgeoisie interested in […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.accuracy.com\/fr\/leconomie-et-la-finance-du-luxe-francais-lart-de-vivre-avant-tout\/\" \/>\n<meta property=\"og:site_name\" content=\"Accuracy\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-01T14:00:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-12T12:53:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.accuracy.com\/wp-content\/uploads\/2023\/09\/shutterstock_2432308091.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"albane.debraquilanges@accuracy.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"albane.debraquilanges@accuracy.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/\"},\"author\":{\"name\":\"albane.debraquilanges@accuracy.com\",\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/#\\\/schema\\\/person\\\/72929a53f3d091e37119cd84ead1690c\"},\"headline\":\"The economy and finance of French luxury: the art of living, first and foremost!\",\"datePublished\":\"2023-09-01T14:00:07+00:00\",\"dateModified\":\"2024-09-12T12:53:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/\"},\"wordCount\":878,\"publisher\":{\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.accuracy.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/shutterstock_2432308091.jpg\",\"keywords\":[\"Accuracy Talks Straight 8\"],\"articleSection\":[\"Analysis\",\"Article\",\"Luxury\"],\"inLanguage\":\"fr-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/\",\"url\":\"https:\\\/\\\/www.accuracy.com\\\/en_gb\\\/the-economy-and-finance-of-french-luxury-the-art-of-living-first-and-foremost\\\/\",\"name\":\"The economy and finance of French luxury: the art of living, first and foremost! 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