The French luxury market is experiencing cultural changes, especially regarding sustainability and the market's vision towards women. One trend is that the view of women is changing. In France women were always supposed to be perfect and flawless, but now the luxury fashion market is accepting a woman's flaws. However, this trend is still developing and is not as big as sustainability. Sustainability and eco-friendly manufacturing are growing in France and becoming increasingly important as customers want to know where their products are made and how. Furthermore, there are still not many companies on the market that are focusing on this topic. Secondary research supports the primary data that a new trend in the French luxury goods market is new eco-friendly luxury materials, thus a more sustainable way of working. New start-ups are providing alternatives to traditional materials, such as non-animal leather and lab-grown diamonds. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay As sustainable materials and products become increasingly popular, luxury brands are forced to communicate more about the production process and supply chain to the consumer, which requires companies to be more transparent. This trend towards sustainability is a plus for Feraggio and an opportunity that the company can exploit since the company is already producing with an eco-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 its website, the primary data states that customer support and feedback are very important in France. 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 have the opportunity to provide feedback about the company on its website, for example on the "reviews" page. Furthermore, secondary research supports this and states that consumers also want more interaction with the company and that consumers want to have the ability to express their opinion to the company. Furthermore, when considering digital advertising and digital sales (e-commerce), France lags behind its neighboring countries. In France, digital sales of luxury goods were pegged at 8% of total luxury goods sales in 2016, while in the Netherlands current digital sales of luxury goods were pegged at 29%. This data shows that the French consumer does not prefer to buy online but in a physical store since this is part of the "traditional nature of shopping". Please note: this is just an example. Get a custom paper from our expert writers now .Get a custom essay Comparing the data collected from the interview and secondary research, the data indicates that the French prefer to shop in a physical store.