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Judith Wojtowicz takes a closer look at direct selling in France where the industry is enjoying a high profile thanks to an ongoing integrated campaign to broaden its appeal and improve its image.
AS one of the largest and most mature of the western markets, France today has a positive and warm environment when it comes to direct selling after a difficult period when poorly-performing organisations had caused customers to treat such companies with reserve.

Underpinned by pro-active and well-managed professional associations the industry is proud of the progress being made and has introduced many initiatives to maintain and enhance standards.

In addition, several large companies have a manufacturing facility in France supplying both European and worldwide markets, providing jobs and helping raise awareness.

One notable development by the French Direct Selling Association is an effective Code of Conduct which considers any consumer complaint regardless of whether it involves a member company or an organisation outside its membership.

Marie Lacroix, Director of Internal Affairs at the Federation of European Direct Selling Associations (FEDSA) said it was thought this scheme was unique in Europe. “This is not usual but allows the DSA to monitor the activities of companies across the whole industry and so influence and support those companies who need advice,” she added. “A company that does not act well would soon be spotted.”

The improvement in recent years in perception and understanding of what the industry has to offer has earned the recognition and respect of statutory bodies and the general public. This in turn has seen an impressive upturn in the number of people wishing to join one of the many reputable companies now operating here.

The VDI (Vendeur Direct Independant) legal status of direct sellers has made a big difference with all the tax and welfare benefits this involves, while the combination of local direct selling organisations (DSOs) with multi-nationals means there is a wide cross-section of goods and services that can be accessed through this channel.

Having such a positive environment is paying dividends in today’s difficult economic conditions with many more people prepared to take up the direct selling option and customers changing their shopping habits to put convenience and smart value first.

This is an ideal opportunity for the industry, not only here but across Europe and the rest of the world, to demonstrate all the benefits it can offer. Success is dependent on satisfied customers who return for repeat purchases and this requires high quality products and the very best service.

The four companies featured in this month’s Country Focus are well aware of this objective and we are pleased to share their story and personal examples of how they are facing the economic downturn.

Fact File
	Population: 64 million Geography: With about 75 million visitors a year it is the most visited country and has the third largest income from tourists in the world. Capital: Paris Number of direct sellers: 250,000 Annual sales: €1.5 billion