The French luxury market is going through cultural changes, mainly regarding sustainability and the market's view of women. A trend is that the way women are viewed is changing. In France, women have always had to be perfect and flawless, but now the luxury fashion market accepts a woman's flaws. However, this trend is still developing and is not as big as the sustainability trend. Sustainability and green production are growing in France and are becoming increasingly important as customers want to know where and how their products are made. Additionally, few companies in the market are still focusing on this issue. Secondary research confirms primary data that a new trend in the French luxury goods market is that of new luxury materials that are environmentally friendly, and therefore a more sustainable way of working. New startups are offering alternatives to traditional materials, such as animal-free leather and synthetic diamonds. Say no to plagiarism. Get a Tailored Essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay As sustainable materials and products gain popularity, luxury brands are forced to communicate more about the production process and the supply chain to the consumer, requiring companies to be more transparent. This trend in sustainability is an advantage for Feraggio and an opportunity that the company can capitalize on since the company already produces in an environmentally friendly method and is transparent to its consumers about its production process. Looking at Chaffey's 5S variables on a company's online marketing and website, primary data indicates that in France customer service and customer feedback are very important. The French appreciate in-store customer service and therefore prefer to shop in a physical store rather than in an online store. French customers want to be able to give their opinion on the company on its website, for example on a “reviews” page. Additionally, secondary research supports this and indicates that consumers also want more interaction with the company and want the opportunity to provide feedback to the company. Furthermore, in terms of digital advertising and digital sales (e-commerce), France is lagging behind its neighboring countries. In France, digital sales of luxury goods accounted for 8% of total sales of luxury goods in 2016, while in the Netherlands, current digital sales of luxury goods were pegged at 29%. This data shows that French consumers do not prefer to buy online but in a physical store because it is part of the “traditional nature of shopping”. Keep in mind: this is just a sample. Get a personalized paper now from our expert writers. .Get a personalized trialComparing the data collected during the interview and secondary research, the data indicates that French people prefer to shop in a physical store.