FRANCE

INTRODUCTION

France officially known as the French Republic, is
a unitary sovereign state comprising territory
in Western Europe and several overseas regions and
territories.
France is one of only three countries
(with Morocco and Spain) to have both Atlantic and
Mediterranean coastlines.
By area, France is the 42nd largest country in the
world but the largest country in Western Europe and
the European Union (EU), and the third-largest in
Europe as a whole.
Population of France is 67 million, it is the 20th most
populated country and the second-most populated
country in the EU.
France is a semi-presidential republic with
its capital in Paris, the nation's largest city and the main
cultural and commercial center.
France has produced many influential artists, thinkers,
and scientists, and remains a prominent global center of
culture. It hosts the world's fourth-largest number of
cultural UNESCO World Heritage Sites and receives
around 83 million foreign tourists annually the most
of any country in the world.
France remains a great power with
significant cultural, economic, military,
and political influence in Europe and around the world.
France has the second-largest exclusive economic
zone in the world. In terms of total household wealth,
France is the wealthiest nation in Europe and fourth in
the world.
French citizens enjoy a high standard of living, and the
country performs well in international
rankings of education, health care, life expectancy, civil
liberties, and human development.
France is a secular country with Christianity as their
major religion with other religions like Islam and
Jewish
The official and major language of France is French.

POPULATION

As per January 2013 66,394,000 people lived in the
French Republic.
[3]
63,702,000 of these lived in
Metropolitan France, whereas 2,692,000 lived in
the French overseas departments and territories.
France was historically Europe's most populous nation.
The population for
0-14 Years is 18.7%
15-54 years is 50.5%
55- 64yearsis12.5%
65 and above is 18.3%
As the majority of Frances population is from 15 to 54
years which can be an advantage with respect to the target
group for a footwear market in France.

CULTURE

Most people associate French culture with Paris, which is
a center of fashion, cuisine, art and architecture, but life
outside of the City of Lights is very different and varies by
region.
Historically, the French culture was influenced by Celtic
and Gallo-Roman cultures as well as the Franks, a
Germanic tribe.
The French take immense great pride in their nation and
government and are typically offended by any negative
comments about their country.
The expression "chauvinism" originated in France and
while women are playing a greater role in family life and
business, many still see it as a male-dominated culture.
The French embody romance and passion, and there is an
open attitude toward sex outside of marriage.

CUISINE
Food and wine are central to life at all socioeconomic
levels, and much socializing is done around lengthy
dinners.
Bread is central to any meal, and it is commonplace to see
long, crusty baguettes being carried home. Cheese is also
an essential part of any French meal.
While cooking styles have changed to emphasize lighter
fare, many still associate French cooking with heavy
sauces and complicated preparation.

FESTIVALS.

14 July: Bastille Day
A day of national celebration for the French, this public
holiday commemorates the day that Parisian commoners
and peasants stormed the fortress and prison of Bastille,
provoking events that would end the monarchy and usher
in the age of liberty, fraternity and equality. Celebrations
start with a traditional military parade along the Champs
Elysees and there is a festival atmosphere throughout the
day, finishing with the city night-sky turned bright by
magnificent and noisy fireworks shows. Festivities last
until the late hours.

May: Cannes Film Festival
The 67th Festival de Cannes will take place from 14th to 25th
May 2014. This International Film Festival was created by the
French Minister of Education and Fine Arts who was keen to
establish an international cultural event in France the rival the
Venice Film Festival. Today, more than 30,000 professionals
from all over the world meet at the festival. The festival is a
social as much as a professional event and sees hundreds of
thousands of guests enjoying the atmosphere. Not to forget the
900 screenings available

NICE CARNIVAL
In a unique setting, on the Promenade des Anglais, the elegant
Flower Parades are part of the Carnival also not to be missed.
On floats decorated with the most stunning floral compositions,
extravagantly dressed characters throw out mimosas, gerberas
and lilies to the public.

For over 15 days, the city hums to the rhythm of this genuine,
fairy-tale event .. get a passport for the celebration and let the
magic do its work ... come and forget the dullness of winter and
take in the sun on the French Riviera.
Other major festivals include Christmas and Easter.

RELIGION
France is a secular country where freedom of thought and
of religion is preserved. Church and state have been legally
separate since 1905. In 2002, about 83% to 88% of the
population were nominally Roman Catholic, but church officials
claim that very few are practicing members of the church. About
2% were Protestant, mostly Calvinist or Lutheran. Muslims
(mostly North African workers) make up about 7% to 8%. Jews
and Baha'is each made up about 1%. About 4% subscribed to no
religion at all.
The French Jewish community is one of the largest in the world,
along with those in the US, Israel, and the former USSR; more
than half are immigrants from North Africa. The 600,000 to
700,000 members are divided between Reform, Conservative,
and Orthodox groups. Jews have enjoyed full rights of
citizenship in France since 1791, and the emancipation of
Central European Jewry was accomplished, to a large extent, by
the armies of Napoleon Bonaparte. Anti-Semitism became a
flaming issue during the Dreyfus affair in the late 1890s; in the
1980s, principal French synagogues were under police guard
because of a wave of attacks by international terrorists.

LANGUAGE
The languages of France include the French language and some
regional languages. The French language is the only official
language of France according to the second article of the French
Constitution, and is by far the most widely spoken.
Several regional languages are also spoken to varying degrees as
a secondary language after French, such as German
dialects (Alsacian 1.44%), Celtic languages (Breton 0.61%) and
other Gallo-Romance languages (Langues d'Ol 1.25%, Occitan
1.33%). Some of these languages have also been spoken in
neighboring countries, such as Belgium, Germany,
Switzerland, Italy or Spain.

FAMILY STRUCTURE

Formerly, especially in the country, several generations lived in
the same house: the couple and their children, their parents, and
often also the grandparents. Marriages were generally settled
long in advance by the family. Family patterns have changed a
lot since the end of the 1960s.
- Decrease in the number of marital unions
- Increase in co-habitation patterns,
- Increase in the number of divorces,
- Decrease in birth child number,
- Increase in one-parent families and blended families number,
- Increase in the number of people living alone.


LIFESTYLE
Comparison with the immediate post war era, the French
now devote far more time to leisure and cultural pursuits,
largely as a result of a shorter work week, more years
spent in education, and greater affluence. The increasing
emphasis on home entertainment provided by television,
stereo, and personal computers has not reduced cinema or
theatre attendance. On the contrary, the number of movie
goers grew significantly in the 1990s, and though it varied
somewhat during the first decade of the 21st century, it
reached its highest level in 45 years in 2011, with more
than 215 million tickets sold.
French culture has felt the impact made by immigrants,
especially those from North Africa beginning in the 1960s.
The Muslim communities that have formed, notably in
Paris and Marseille, have not escaped discrimination, but
there is a widespread acknowledgment of their
contributions to cuisine, music, dance, painting, and
literature. Verlan, a slang of standard French that reverses
and reshuffles French syllables and spellings, traces its
roots to the 19th century but was revived by postwar
immigrant communities and in recent decades has made
inroads into mainstream society. Beginning in the 1980s,
second- and third-generation North Africans were often
referred to as les beurs, and beur cinema, beur comics,
and beur radio, among other forms of expression, have
found a large audience. The label beur is itself a Verlan
term for arabe, the French word for Arab. In addition,
Asian and sub-Saharan African immigrants have attained
prominence as artists, writers, and musicians in Frances
increasingly multicultural society.

GENDER ROLES AND STATUS

Since the revolution, French women have become
recognized as assets at their jobs. However, traditional
social norms, pay gaps, and leave policies differing
between men and women keep the gender divide present.
Although the work realm appears to be helping lessen
gender inequality, the division of labor at home still falls
on a traditional model- making the household upkeep and
childcare obligations more intensive for women than
men.

Although France has taken strides towards gender
equality, many social issues still hamper womens ability
to live a balanced life. The easiest place to see the gender
divide is with unpaid work. Women are still burdened with
expectations of motherhood and household duties, while
men are still considered as the breadwinner. In particular,
gender norms effect married women with children and a
full time job the most.

Etiquette & Customs in France

Meeting Etiquette
The handshake is a common form of greeting.
Friends may greet each other by lightly kissing on the
cheeks, once on the left cheek and once on the right cheek.
First names are reserved for family and close friends. Wait
until invited before using someone's first name.
You are expected to say 'bonjour' or 'bonsoir' (good
morning and good evening) with the honorific title
Monsieur or Madame when entering a shop and 'au revoir'
(good-bye) when leaving.
If you live in an apartment building, it is polite to greet
your neighbours with the same appellation.

Gift Giving Etiquette

Flowers should be given in odd numbers but not 13, which is
considered unlucky.
Some older French retain old-style prohibitions against
receiving certain flowers: White lilies or chrysanthemums as
they are used at funerals; red carnations as they symbolize bad
will; any white flowers as they are used at weddings.
Prohibitions about flowers are not generally followed by the
young. When in doubt, it is always best to err on the side of
conservatism.
If you give wine, make sure it is of the highest quality you can
afford. The French appreciate their wines.
Gifts are usually opened when received.

Business Etiquette and Protocol in France

Relationships & Communication

French business behavior emphasizes courtesy and a degree
of formality.
Mutual trust and respect is required to get things done.
Trust is earned through proper behavior.
Creating a wide network of close personal business alliances is
very important.
If you do not speak French, an apology for not knowing their
language may aid in developing a relationship.
It is always a good idea to learn a few key phrases, since it
demonstrates an interest in a long-term relationship.
The way a French person communicates is often predicated by
their social status, education level, and which part of the
country they were raised.
In business, the French often appear extremely direct because
they are not afraid of asking probing questions.
Written communication is formal. Secretaries often schedule
meetings and may be used to relay information from your
French business colleagues.




Business Meetings Etiquette

Appointments are necessary and should be made at least 2
weeks in advance.
Appointments may be made in writing or by telephone and,
depending upon the level of the person you are meeting, are
often handled by the secretary.
Do not try to schedule meetings during July or August, as this
is a common vacation period.
If you expect to be delayed, telephone immediately and offer an
explanation.
Meetings are to discuss issues, not to make decisions.
Avoid exaggerated claims, as the French do not appreciate
hyperbole.

Business Negotiation

French business emphasizes courtesy and a fair degree of
formality.
Wait to be told where to sit.
Maintain direct eye contact while speaking.
Business is conducted slowly. You will have to be patient and
not appear ruffled by the strict adherence to protocol.
Avoid confrontational behavior or high-pressure tactics. It can
be counterproductive.
The French will carefully analyze every detail of a proposal,
regardless of how minute.
Business is hierarchical. Decisions are generally made at the
top of the company.
The French are often impressed with good debating skills that
demonstrate an intellectual grasp of the situation and all the
ramifications.
Never attempt to be overly friendly. The French generally
compartmentalize their business and personal lives.
Discussions may be heated and intense.
High-pressure sales tactics should be avoided. The French are
more receptive to a low-key, logical presentation that explains
the advantages of a proposal in full.
When an agreement is reached, the French may insist it be
formalized in an extremely comprehensive, precisely worded
contract.

Dress Etiquette

Business dress is understated and stylish.
Men should wear dark-coloured, conservative business suits
for the initial meeting. How you dress later is largely
dependent upon the personality of the company with which
you are conducting business.
Women should wear either business suits or elegant dresses in
soft colours.
The French like the finer things in life, so wear good quality
accessories.

BUSINESS CARDS

BUSINESS CARDS are exchanged after the initial
introductions without formal ritual.
Have the other side of your business card translated into
French. Although not a business necessity, it demonstrates an
attention to detail that will be appreciated.
Include any advanced academic degrees on your business
card.
French business cards are often a bit larger than in many other
countries.

SPORTS
Sports in France play an important role in French society,
and the country has a strong sporting history. The most
popular sport in France is football.
The France national football team is one of only eight
teams to have won the FIFA World Cup (1998), with good
results in other editions: runners-up in 2006, third place
in 1958 and 1986, and fourth place in 1982.
France is very well maintaining its position in sports too so
sports shoes here will surely work here.
The other sports played in France are Basketball,
Motorsports, Rugby , handball, ice hockey, sailing,
Cycling, tennis

PERFORMING ARTS
Theatre
The largest opera houses of Paris are the 19th-century Opra
Garnier (historical Paris Opra) and modern Opra Bastille; the
former tends towards the more classic ballets and operas, and
the latter provides a mixed repertoire of classic and modern.

Music

MUSIC IN FRANCE
In the late 12th century, a school of polyphony was established
at the Notre-Dame. A group of Parisian aristocrats, known as
Trouvres, became known for their poetry and songs. During the
reign of Franois I, the Lute became popular in the French court,
and a national musical printing house was established. During
the Renaissance era, the French royals "disported themselves in
masques, ballets, allegorical dances, recitals, opera and
comedy", and composers such as Jean-Baptiste Lully became
popular.
France being excellent in performing arts there will be demand
for different types of footwear for different occasions. Hence,
taking this point to consideration footwear will work in France.

CLOTHING AND FASHION
France is a leading country in the fashion industry, along
with Germany, Italy, the USA,
the UK, Spain, Japan, Switzerland, etc. Fashion is an
important part of the country's cultural life and society,
and the French are well known for good taste.
France has many famous designers.
French design became prominent during the 15th
century through the 20th century, when artistic
development in France was at its peak.
Manosque, La Gacilly, Vichy and between other cities
lead the cosmetic industry, hosting well-known
international beauty houses such
as Lancme, Clarins, Yves Rocher, L'Occitane, Vichy, etc.
Nice, Cannes, St. Tropez and other cities of French
Riviera are known as places of luxury, annually receiving
many international media personalities, potentates,
billionaires, etc.
Paris is regarded as the world fashion capital, and spread
throughout the city are many fashion boutiques. A
majority of the major French fashion brands, such
as Chanel, Louis Vuitton, Dior, Lacroix, are currently
headquartered in the city. Numerous international fashion
labels also operate shops in Paris, such
as Valentino, Gucci, Loewe, Escada, Bottega
Veneta, Burberry, including an Abercrombie &
Fitch flagship store which has become a main consumer
attraction. Paris hosts a fashion week twice a year, similar
to other international centers such as Milan, London,
Tokyo, New York, Los Angeles and Rome.
Since France is famous for its all fashion boutiques,
different festivals, sports footwear will definitely work
here.
CLIMATIC CONDITIONS IN FRANCE
A temperate climate in the north; northeastern areas have a
more continental climate with warm summers and colder
winters. Rainfall is distributed throughout the year with
some snow possible in winter in most areas.
Since it has all seasons rainy,summer and winter footwear
will work in France.
ECONOMY
France has the world's fifth-largest economy by nominal figures
and the ninth largest economy by PPP figures. It has the second-
largest economy in Europe (behind its main economic
partner Germany) in nominal figures, based on the dynamic
industrial structure of the French economy. OECD (organization
of economic corporation and development) is headquartered in
Paris, the nation's financial capital.
As of 2002, France is the world's 5th and Europe's 2nd
largest national economy by nominal GDP.
After the turn of the millennium, wealth per adult grew
very strongly in France, tripling in value between 2000
and 2007.
France's economy entered the recession of the late
2000s later and appeared to leave it earlier than most
comparable economies, only enduring four-quarters of
contraction.
Between January and March 2011, France's GDP growth
had been stronger than expected at 0.9% but shrunk
between April and June 2011 decreasing by 0.1%.
However, in 2012 growth was stagnant, and in the final
quarter of 2013 the French economy was growing at a
slow rate of 0.3%.

TRADE
France is the second-largest trading nation in Europe
(after Germany). Its foreign trade balance for goods had
been in surplus from 1992 until 2001, reaching
$25.4 billion (25.4 G$) in 1998; however, the
French balance of trade was hit by the economic
downturn, and went into the red in 2000, reaching a
US$15bn deficit in 2003. Total trade for 1998
amounted to $730 billion, or 50% of GDPimports
plus exports of goods and services. Trade with
European Union countries accounts for 60% of French
trade.

GOVERNMENT
The government of the French Republic is a semi-
presidential system determined by the French
Constitution of the fifth Republic. The nation declares
itself to be an "indivisible, secular, democratic, and
social Republic"
The national government of France is divided into
an executive, a legislative and a judicial branch.
The President shares executive power with his or her
appointee, the Prime Minister.
France is a unitary state. However, the administrative
subdivisions


LEGAL ASPECTS IN ADVERTISING

Legal aspects in advertising refers to rules defining the
ways in which products can be advertised in a particular
country or region. It can be defined with a wide number of
different aspects such as placement, timing and content.
Restrictions exist on ads that 'might result in harm to
children physically, mentally or morally.
The ARPP is the French advertising self-regulatory
organization. Its goal is to maintain high standards in
terms of legal, honest, and truthful advertising, which is in
the interest of both the consumers and the advertisers. Its
mission is to uphold the balance between creativity as well
as the advertisers freedom of expression and the
responsibility and respect due to consumers. This is at the
heart of the advertising self-regulatory system.
Claude Evin: minister of health, 1988-1991stated:
Protect youth and public health
Alcohol advertising is prohibited on television on radio
between 5pm and midnight and on Wednesdays, in printed
media targeted at kids and teenagers.
Alcohol advertising is allowed otherwise in other printed
media, on radio between midnight and 5pm, leaflets,
posters, billboards,fairs, delivery trucks, merchandising.
Since 2009, on the Internet, except on websites targeting
youth or related to sports.
One obligation i.e. a health warning should be given Too
much alcohol is dangerous for your health. It is
compulsory on all alcoholic beverage advertising.
In regard to Tobacco, all packets of cigarettes must now
display a health warning and a limit is imposed on the tar
content of cigarettes.
Additionally, packets must display tar, nicotine and carbon
monoxide content contained in cigarettes. A health
warning covering no less than 30% of the packaging is
required, and, as other EU member states do, the
protection of the interests of children in France is very
important. Therefore, the sale of cigarettes to minors
under 16 is illegal in France.
Their underlying principles are that promotions should:
Be legal, decent, honest and truthful. Adhere to principles
of fair competition. Be prepared with a sense of
responsibility towards consumers and society.
Overall, French law on advertising reflects a common
desire to ensure public health, particularly in the areas of
tobacco and alcohol

MEDIA

Compared to other developed countries, the French do not
spend much time reading newspapers, due to the
popularity of broadcast media. Best-selling daily national
newspapers in France are Le Monde and Le Figaro, with
around 300,000 copies sold daily,
The most influential news magazine are left-wing Le
Nouvel Observateur, centrist L'Express and right-wing Le
Point (more than 400.000 copies),s but the highest
circulation for weeklies is reached by TV magazines and
by womens magazines, among them Marie
Claire and ELLE, which have foreign versions.
In 1974, after years of centralized monopoly on radio and
television, the governmental agency ORTF was split into
several national institutions, but the three already-existing
TV channels and four national radio stations remained
under state-control. It was only in 1981 that the
government allowed free broadcasting in the territory,
ending state monopoly on radio. French television was
partly liberalized in the next two decade with the creation
of several commercial channels, mainly thanks to cable
and satellite television. In 2005 the national
service Television Numrique Terrestre introduced digital
television all over the territory, allowing the creation of
other channels.
The four existing national channels are now owned by
state-owned consortium France Televisions, while public
broadcasting group Radio France run five national radio
stations. Among these public media are Radio France
International, which broadcasts programs in French all
over the world, and Franco-German TV channel TV5
Monde. In 2006, the government created global news
channel France 24. Long-established TV
channels TF1 (privatized in 1987), France 2 and France
3 have the highest shares, while radio
stations RTL, Europe 1 and state-owned France Inter are
the least listened to.


HOFSTEDES MODEL

If we explore French culture through the lens of the 6-D Model,
we can get a good overview of the deep drivers of Frances
culture relative to other world cultures.

Powerdistance
This dimension deals with the fact that all individuals in
societies are not equal it expresses the attitude of the culture
towards these inequalities amongst us. Power distance is defined
as the extent to which the less powerful members of institutions
and organizations within a country expect and accept that power
is distributed unequally.
With a score of 68, France scores fairly high on Power Distance.
Children are raised to be emotionally dependent, to a degree, on
their parents. This dependency will be transferred to teachers
and later on to superiors. It is, therefore, a society in which a fair
degree of inequality is accepted. Power is not only centralized in
companies and government, but also geographically. Just look at
the road grid in France; most highways lead to Paris.
Many comparative studies have shown that French companies
have normally one or two hierarchical levels more than
comparable companies in Germany and the UK. Superiors have
privileges and are often inaccessible. CEOs of big companies
are called Mr. PDG, which is a more prestigious abbreviation
than CEO, meaning President Director General. These PDGs
have frequently attended the most prestigious universities called
grandes coles, big schools.
Individualism
The fundamental issue addressed by this dimension is the degree
of interdependence a society maintains among its members. It
has to do with whether peoples self-image is defined in terms
of I or We. In Individualist societies people are supposed to
look after themselves and their direct family only. In Collectivist
societies people belong to in groups that take care of them in
exchange for loyalty.

France, with a score of 71, is shown to be an individualist
society. Parents make their children emotionally independent
with regard to groups in which they belong. This means that one
is only supposed to take care of oneself and ones family.
The French combination of a high score on Power Distance and
a high score on Individualism is rather unique. We only find the
same combination in Belgium and, to some degree, in Spain
and northern Italy.
This combination is not only unique, but it also creates a
contradiction, so to speak. Only so to speak, because scores in
the model dont influence anything. They just give a structured
reflection of reality. This combination manifests itself in France
in the following ways:
It is claimed that one reason why the French are less obese
than people in other EU-countries is that parents still have
more sway over children than in other EU-countries. Whether
this is true or not is not known by us. All the same, what is
true is that the family has still more emotional glue than in
other individualistic cultures. This is a reflection of the high
score on Power Distance with its stronger respect for the
elderly.
Subordinates normally pay formal respect and show
deference to their boss, but behind his/her back they may do
the opposite of what they promised to do, as they may think
that they know better, yet are not able to express so. Another
reflection of high Power Distance contrary to formal
obedience is the total rejection of those in power as there is
no way to change by evolution but only by strikes, revolts
and revolution.
Employers and trade unions dont really talk together as they
look at each other as almost belonging to a separate species.
The need to make a strong distinction between work and
private life is even stronger in France than in the US, despite
the fact that the US scores higher on Individualism. This is a
reflection of the fact that employees more quickly feel put
under pressure than in the US because of their emotional
dependence on what the boss says and does. In cultures
which score high on Power Distance and Collectivism, the
normal combination, such dependence is welcomed. At
least, if the power holders act as benevolent fathers.
The French prefer to be dependent on the central government,
an impersonal power center which cannot so easily invade
their private life.
What is human, but more pronounced in France, is the need
for strong leadership in times of crisis. In spite of that, when
the crisis is resolved the president should make space for
much weaker leadership.
Many French have the need to become a patron, whether as
mayor of a small village or as the chairman of the bridge
club.
Customer service is poor in the eyes of all those Anglo-
Saxons who believe that the customer is king. Not so in
France. The French are self-motivated to be the best in their
trade. They, therefore, expect respect for what they do, after
which they are very much willing to serve you well.
Masculinity
A high score (masculine) on this dimension indicates that the
society will be driven by competition, achievement and success,
with success being defined by the winner / best in field a value
system that starts in school and continues throughout
organizational behavior.
A low score (feminine) on the dimension means that the
dominant values in society are caring for others and quality of
life. A feminine society is one where quality of life is the sign of
success and standing out from the crowd is not admirable. The
fundamental issue here is what motivates people, wanting to be
the best (masculine) or liking what you do (feminine).
With a score of 43, France has a somewhat feminine culture. At
face value this may be indicated by its famous welfare system
(securit sociale), the 35-hour working week, five weeks of
holidays per year and its focus on the quality of life. French
culture in terms of the model has, however, another unique
characteristic. The upper class scores feminine while the
working class scores masculine. This characteristic has not been
found in any other country. This difference may be reflected by
the following:
Top managers earn on average less than one would expect
given the high score on Power Distance.
Married couples of high society could go public with a lover
without negative consequences, at least certainly in the past.
The scandal in the US about Clinton and Lewinsky has never
been understood in France. In addition, crime passionel, i.e.
crimes of passion, have always been sentenced very leniently
in comparison to other murder trials.
Uncertainty avoidance
This dimension, Uncertainty Avoidance, has to do with the way
that a society deals with the fact that the future can never be
known: should we try to control the future or just let it happen?
This ambiguity brings anxiety with it, and different cultures
have learnt to deal with this anxiety in different ways. The
extent to which the members of a culture feel threatened by
ambiguous or unknown situations and have created beliefs and
institutions that try to avoid these is reflected in the UAI score.
At 86, French culture scores high on Uncertainty Avoidance.
This is clearly evident in the following:
The French dont like surprises. Structure and planning are
required.
Before meetings and negotiations they like to receive all
necessary information.
As a consequence, the French are good in developing
complex technologies and systems in a stable environment,
such as in the case of nuclear power plants, rapid trains and
the aviation industry.
There is also a need for emotional safety valves as a high
score on Uncertainty Avoidance and the combination of high
Power Distance and high Individualism strengthen each
other, so to speak. The French, for example, are very
talkative and engueuler, giving someone the sharp edge of
ones tongue happens often.
There is a strong need for laws, rules and regulations to
structure life. This, however, doesnt mean that most
Frenchmen will try to follow all these rules, the same as in
other Latin countries. Given the high score on Power
Distance, which means that power holders have privileges,
power holders dont necessarily feel obliged to follow all
those rules which are meant to control the people in the
street. At the same time, commoners try to relate to power
holders so that they can also claim the exception to the rule.
Pragmatism
This dimension describes how every society has to maintain
some links with its own past while dealing with the challenges of
the present and future, and societies prioritize these two
existential goals differently. Normative societies who score low
on this dimension, for example, prefer to maintain time-honored
traditions and norms while viewing societal change with
suspicion. Those with a culture which scores high, on the other
hand, take a more pragmatic approach: they encourage thrift and
efforts in modern education as a way to prepare for the future.
France scores high (63) in this dimension, making it pragmatic.
In societies with a pragmatic orientation, people believe that
truth depends very much on situation, context and time. They
show an ability to adapt traditions easily to changed conditions,
a strong propensity to save and invest thriftiness, and
perseverance in achieving results.
Indulgence
One challenge that confronts humanity, now and in the past, is
the degree to which little children are socialized. Without
socialization we do not become human. This dimension is
defined as the extent to which people try to control their desires
and impulses, based on the way they were raised. A tendency
toward a relatively weak control over their impulses is called
indulgence, whereas a relatively strong control over their
urges is called restraint. Cultures can be described as
indulgent or restrained.
France scores somewhat in the middle (48) where it concerns
indulgence versus restraint. This, in combination with a high
score on Uncertainty Avoidance, implies that the French are less
relaxed and enjoy life less often than is commonly assumed.
/Indeed, France scores not all that high on the happiness indices.
CONCLUSION- Since France is has always been into different
kinds of arts, creativity, style, different festivals footwear is
definitely going to work because of its culture. Also the majority
of age group are from 16-54 who shops and buy things for them,
footwear will reach the right target audience.