With List, Promas will bring French men’s brands to New York

Faced with a battered fashion and ready-to-wear market, French brands are looking for new growth drivers. Admittedly, the men’s market is faring better than the women’s ready-to-wear market as a whole, but one of the key areas is outside France and Europe. According to Promas, exports of men’s clothing rose by 4% in the first quarter of 2023 to regions outside the European Union. Based on customs data from the IFM observatory, the men’s clothing federation notes that exports to Japan have more than doubled compared to the same period in 2023, while overall exports have remained stable over the start of the year. 

The List operation, which has been taking French labels to the export market since last year, takes on even greater significance in this context. In fact, 13 labels are flying off to the Far East to take part in the second edition of the operation. True Tribe, Baziszt, ADN Paris, Again, Noyoco, Lafaurie, Sammy Voigt, Fantaisie Militaire Bonastre, Gunther Paris, Veryrare, Coltesse and Mii collection will be presenting their collections in Tokyo and/or Seoul.

“Our role is to facilitate relationships,” explains Hervé Huchet, international manager at Promas. “We work with specialists in these markets and local showrooms. We reach agreement with them on the organisation and level of brand participation. Our local contacts validate the brands’ applications on the basis of their consistency with the target market.” In Tokyo, at the height of Fashion Trade Week, the French brands set up shop in Shibuya with the Null showroom from July 16 to 19 in a modern building with a roof terrace. The following week, from July 22 to 25, a dozen brands will be in Seoul’s Gangnam district, in collaboration with ME Showroom.

“Some of the brands are returning for the second session. Retailers, distributors and department stores are invited, as well as influencers. During the first session we ran, an influencer’s posts enabled a brand to enter the Chinese market. Our aim is to help them find local partners. And then open up the programme to other French brands,” says Hervé Huchet. The scheme is supported by Defi. Applications are already open for the February 2025 session.

But the concept is set to expand into new markets. First in Asia, with a session in Taipei, the capital of Taiwan, a country where, according to Business France, the menswear market is worth nearly €3 billion. The other major destination where List will begin supporting brands in 2025 is the United States. Once again working with a local player, List will take part in the two men’s sessions in New York, most likely at a historic Manhattan fashion house. Here too, around ten brands are expected to benefit from the scheme, presenting their offerings to buyers attending the New York trade week.