To defy the crisis, the French are keen to do-it-yourself , spending around €1,000 a year on decorating and fitting out their homes.
More than ever, interior decorating remains a priority area of expenditure for the French, despite their flagging purchasing power. Indeed, the crisis is making the main residence the last anchor in a period of uncertainty, which is why the tools sector has grown by 50% in 10 years.
Fitting out, modernising and depersonalising your home is also a very good way of making it easier to sell.
So the French really are fans of decorating and DIY!
A recent study by UNIFA showed thatone in three French people have carried out renovation or improvementwork on their homes in the last three years, and that people over-invest in their interiors in times of crisis. Gérard Laizé, Managing Director of VIA, the association that conducted the survey of 2,000 French people, points out that "the home is a protective place, a place to recharge one's batteries".
The success of television programmes on the subject of decoration, and the multitude of magazine titles, demonstrate this growing craze.
According to the same study, "contrary to popular belief, price is not the dominant criterion. The aesthetic criterion appears to be a key factor for the French". In fact, 83% of those surveyed said they paid a great deal of attention to product design.
And what about style?
On average, a home has 2.4 styles spread across all its rooms. However, 26% of French people say they have no style, often due to a lack of knowledge when faced with a plethora of styles on offer. The study advises professionals to structure their offer around ambiances in order to guide budding decorators, and to develop made-to-measure service and advice.
Ecological and natural styles are among the emerging trends. This goes hand in hand with the French's attraction to second-hand furniture and even recycled objects. Creativity and misuse are palliatives to the crisis.
