Country Focus
May 2009
Letter from the Direct Selling Association
FRANCE is a huge market with a dynamic direct selling industry that has taken a highly proactive approach to developing and enhancing both image and standards.
The industry therefore has a positive profile thanks to the good work that has been carried out by the Direct Selling Association (DSA) in recent years with some pioneering initiatives in education and the introduction of a regional management structure.
We believe this to be unique, allowing the DSA to be represented in a professional manner in every part of the country through a network of regional ‘spokesmen’– usually chief executive officers of a member companies – who take the industry message to local government, journalists, schools and consumer groups in a coordinated way.
With more than 110 members we are the second largest association in the world after the U.S. About 70 per cent of the membership comprises French-owned companies.
Having recently taken over as Chairman after three years as deputy, it is my aim to build on this excellent work and continue to develop the industry in France. We are doing this in many ways through education, lobbying and communication as well as providing legal and other advisory services and networking opportunities.
Close links with the Ministry for Education (Direct Selling News Europe November 2008) mean young people are exposed early to the concept of direct selling as a credible and positive career choice. These are the decision-makers of the future and this is one way in which we can safeguard the industry for the long term.
Our strength comes from speaking with one voice so we are always trying to encourage organisations to join the DSA and to encourage foreign companies to settle in France. The more we do this, the more successful the industry will be, giving us greater opportunities to talk to politicians, educators and media. While the economic downturn means results in the last few months have been up and down, and this year will certainly be a bumpy one, we have a dynamic and profitable industry growing at around nine per cent a year and there is room for all.
My priorities are to promote the industry at every opportunity and help our members prepare for the future. People today are more mobile and technology is playing an increasing role in all our lives, changing the way we operate and the service we offer. My own belief is that the more we talk to computers in this way the more we will need and seek out human relationships. While this is an issue we can not ignore we should not be afraid of it – we should plan ahead and make it work for us.
Our big advantage is not that we may have the best technology, but that we have the people with talent and commitment to build these relationships and develop the person to person contact upon which the industry depends.
One of my personal goals is to position France as a leader and a pioneer not only in Europe, but worldwide. I would like to reach out to the Federation of European Direct Selling Associations (FEDSA) and other industry associations so we can grow closer and speak with one voice for the DS industry in Europe. Perhaps it is quite naïve, but I am sure that with cooperation and goodwill on all sides we can build bridges and find a solution so we can all work for the common interest. I believe it is no longer acceptable to have so many voices in Brussels if we want legislators to take us seriously. Our association certainly has this goodwill and I hope others will join us.
