Vol. 13.07 News From August 2013 A free monthly review of French news & trends

On July 14, Friends of France Celebrate Around the United States © Samuel Tribollet © Samuel Tribollet © Samuel Tribollet

Bastille Day, France’s national day, was celebrated on July 14. Known in France as simply “Le Quatorze Juillet,” the holiday marks the storming of ’s Bastille prison, which sparked the and the country’s modern era. Above, Amb. François Delattre speaks to attendees at the French embassy. Story, p. 2

From the Ambassador’s Desk: A Monthly Message From François Delattre

It’s been a typically hot July in Washington, but the simply “Le Quatorze Juillet.” The embassy hosted sev- weather hasn’t stopped excellent examples of French- eral events for the occasion, including a reception at the American partnership. splendid Anderson House in Washington D.C., organized inside To express support for French and American nutrition with the help of the Society of the Cincinnati, whom I programs, French Minister for Agrifood Industries Guil- would like to thank. Throughout the U.S., France’s - Current Events 2 laume Garot visited the 59th Annual Fancy Food Show in ates and public institutions partnered with local and pri- Bastille Day Fêted in 50 U.S. Cities New York City on July 1. vate groups to make Bastille Day 2013 a memorable fête Interview with the Expert 3 Continuing in French-American efforts, for French and American celebrants alike. Jean-Yves Le Gall, President of CNES Jean-Yves Le Gall, the new President of I’d like to take this opportunity to empha- France’s space agency, the Centre National size that celebrating Bastille Day is also a Special Report: Culture 4 d’Etudes Spatiales (CNES), met in Wash- way to pay tribute to the universal values Marks 100th Race ington with experts at NASA and the Na- of democracy and human rights at the Business & Technology 6 tional Oceanic and Atmospheric Admin- core of the French-American partnership. French Start-Ups Come Stateside istration (NOAA). France and the U.S. have Three days later, I traveled to Pittsburgh, a particularly close partnership in space where I welcomed Jean-Jack Queyranne, Culture & Society 7 activities, notably through the integration president of the Rhône-Alpes region of France’s Famous Summer Sales of French instruments on NASA’s Curiosity, France, accompanied by a delegation of France & America 8 the vehicle currently exploring the surface university and business representatives, Largest-Ever Le Corbusier Exhibit of Mars. After this meeting, I had the privi- to promote the partnership between lege to host a lunch between Mr. Le Gall Pennsylvania and the Rhône-Alpes. Mr. and NASA administrator Charles Bolden, © SDG Queyranne met with several key figures in as well as representatives of NOAA. Pittsburgh, Philadelphia, and Harrisburg, On July 9, I traveled to New York to provide a few re- where he met with Governor Tom Corbett. News From France marks at the launch of “French Style,” a photo book that As we continue to seek opportunities for French- A free monthly review of French news & trends examines some of France’s most iconic symbols in fashion American cooperation, I am encouraged by the past and culture. Curated by expert Bérénice month’s record, whether in space research, fashion, or Vila Baudry and published by Martine and Prosper Assou- national holidays like the Fourth of July and Bastille NFF is also available online at: www.ambafrance-us.org line, the volume captures the essence of what France has Day. From Washington to the surface of Mars, France www.facebook.com/FranceInTheUS contributed to modern clothing design. is proud of the examples of partnership we share with @franceintheus July 14 marked Bastille Day, which the French call our American friends. NFF current events en bref

French Tennis Champs Bastille Day Celebrated in More Than 50 American Cities Come to D.C. for Citi Open

More than 70,000 fans gathered in Wash- ington, D.C.’s Rock Creek Park to watch the 2013 Citi Open, which ran from July 27 to August 4. On the final day of the tournament, French player Julien Benneteau shared a win with partner Nenad Zimonjić of Ser- bia, together claiming the men’s doubles’ title over Radek Stepanek of the Czech Republic and Mardy Fish of the U.S. Michaël Llodra, Gilles Simon, and Gaël Monfils of France also played on the signature blue tennis courts in mens’ singles’ and doubles’ tournaments. Alize Cornet represented France in the wom- en’s singles’ games. Jo-Wilfried Tsonga was forced to withdraw from the Citi Open in early July due to a knee injury. The Citi Open kicked off with two days of singles’ qualifying rounds that cul- minated in a final match between Ger- many’s Andrea Petkovic, and the 2012

WTA Citi Open champion, Magdalena © Samuel Tribollet Rybarikova of Slovakia. Ms. Rybarikova Partygoers pause for a photo during the Bastille Day celebration held July 14 at the French embassy. Related events defended her title, winning the women’s took place nationwide and included waiter races, traditional bal-musette music, and pétanque, a form of lawn bowling. singles’ tournament. Juan Martin del Potro of Argentina won the men’s singles’ tournament. Francophiles in the U.S. gathered nationwide in July brunch, and French cooking demonstrations. To cap to commemorate Bastille Day, France’s national holiday. off the celebration, a bartenders and waiters’ race took Jazz Fans Travel to July 14 marks the anniversary of the storming of the place, in which servers ran trays of cocktails and food Marciac for Annual Festival Bastille prison in Paris in 1789, which was symbolic of around the French Market. the ’s first victory over the and The in Los Angeles hosted the city’s The 36th annual French music festival, that would usher France into its modern era. The Bastille 12th annual Bastille Day celebration, featuring street Jazz in Marciac, presented two weeks event set the stage for the French Revolution. performers, raffles, and pétanque, a French form of lawn of concerts featuring renowned bands More than 50 U.S. cities organized events to honor bowling. and musicians from around the world. France’s national holiday this year. New Orleans, called Washington, D.C., also participated in the national fête Between July 26 and August 9, more the “Most French of American Cities” by New Orleans with events sponsored by the Alliance Française and the than 200,000 jazz enthusiasts came to Online, held ceremonies around the French Quarter and French embassy. The festival started July 12 with the Co- the southwestern French town to hear French-founded Faubourg St. John district. mité Tricolore’s dinner at La Maison Française, the French international artists, including several The Alliance Française of New Orleans, in collabora- embassy’s cultural center. Guests enjoyed live jazz music American musicians who participated tion with the French-American Chamber of Commerce and cocktails, as well as from prominent in the festivities. and the French Consulate in New Orleans, hosted 16 restaurants. Additionally, silent and online auctions al- Created in 1978 by the mayor of events during its second annual Bastille Day fête. The fes- lowed attendees to bid on restaurant and hotel vouchers Marciac, Jean-Louis Guilhaumon, the tivities began with a networking cocktail on July 12, and and luxury products. A raffle concluded the evening. festival’s principal goal was to sup- included highlights on Saturday such as a “French dog” The Comité Tricolore and the French-American Cul- port and maintain the traditions of contest and a festival at the Old U.S. Mint, featuring live tural Foundation coordinated the organization of the standard jazz. Over the years, the fes- music and vendors. fundraiser. The Comité Tricolore provides health care as- tival has grown in both popularity and Other attractions included a French car show, French sistance to the sick and elderly in the neighboring French musical styles. The event now also Quarter walking tour, elegant wine dinner, gourmet and French-American communities. features soul, R&B, and rock-inspired musical offerings. As the popularity of the concerts France Beats Own Record as Top World Tourist Attraction has expanded, so have the related activities offered during the festival. Eighty-three million—that’s how many foreign with the number of visitors from China alone up by Local businesses set up open-air mar- visitors France welcomed in 2012. 23.3 percent. This percentage represents 1.4 million kets and nearby schools now offer Sylvia Pinel, Junior Minister for Crafts, Trade and tourists. Germany sent the most foreign visitors to year-round weekend music classes for Tourism, announced the results of France’s annual France in 2012, totaling 12.2 million tourists. beginners. tourism report on July 9, along with its 2013 pre- The report said economic and political problems The American jazz musicians fea- dictions. Last year’s figure of 83 million trumps the that are still affecting parts of the rest of the world tured on the festival’s line-up included country’s 2011 record of 81.4 million. The total also spared the tourism sector. In 2012, foreign tourists guitarist and ten-time Grammy winner maintains France’s status as the number-one tourist spent 35.8 billion —or approximately $46.5 bil- George Benson and bass-player Mar- destination in the world. lion. This is a 6.3 percent increase—the first percent- cus Miller, who has collaborated with Europeans made up the bulk of France’s visitors, a age leap this large since 2008. artists such as Eric Clapton, Aretha number that rose 2.1 percent last year, and accounted Winter grew by nearly 10 percent Franklin, Billy Idol, and Jay-Z. for more than 83 percent of total tourists. Within the last season. Predictions for late 2013 indicate similar year, the number of Asian tourists grew by 9.9 percent, growth.

2 interview with the expert NFF en bref

Jean-Yves Le Gall, President of French Space Agency, CNES Foreign Minister Fabius Promotes Cultural Diplomacy

In a sign of renewed vigor to promote cultural diplomacy, Foreign Minister Laurent Fabius spoke in about the important role of culture in global eco- nomic relations. Mr. Fabius’s presentation in the northern French town on July 17 con- tinued a week of publicity for France’s new diplomacy goals. On July 15, the French newspaper Le Figaro published “Our Ambitions for Cultural Diplomacy in the 21st Century,” an article in which Mr. Fabius and Minister of Culture Au- rélie Filippetti outlined the policies. Im- mediately before his speech in Lille, Mr. Fabius attended a meeting of the Co- operation and Cultural Action Network, © Sylvain de Gelder © Sylvain which oversees more than 150 French cultural departments worldwide. “De l’Espace pour la Terre,” or “Space for Earth,” says the CNES logo. It seems French-American cooperation extends With the largest cultural network in beyond our planet: in the area of space research, partnerships between the two countries have led to groundbreaking the world, France is well-equipped to accomplishments. Heading France’s efforts is Jean-Yves Le Gall, who has acted as President of the Centre National meet its diplomatic goals. A key aim d’Etudes Spatiales (CNES) since April 2013. News From France caught up with Dr. Le Gall during his July 7-8 trip to the U.S. in the new cultural diplomacy is to become more commercially competi- tive. This goal will be accomplished Very generally, what is your official role at CNES? Toulouse on June 15. We also have a very strong bilat- by providing additional support to In fact I’ve been appointed the president of CNES in eral cooperation with NASA on the Mars missions. We educational programs—like foreign early April. And as you know, CNES is in charge of the are very proud to have instruments which have been de- language instruction—that promote French government’s space policy, and, once the space veloped by CNES on Curiosity, which landed on Mars in international communication and policy has been decided, to implement it. So this is my August of last year. cooperation. official duty. We have two instruments on Curiosity: CHEMCAM and SAM [Sample Analysis at Mars] which are currently French Exchange Student What is CNES’s essential role in France and around the analyzing the surface of Mars. And with NOAA we have Blogs About Travels in U.S. world? a strong corporation on weather. We are instrumental in In France, CNES has three roles. First, we have three some satellites of NOAA, Jason [satellite], and we are also In search of the real American expe- centers of excellence: in Paris, in Toulouse, in Kourou key partners for search and rescue through the COSPAS- rience, one French foreign exchange [] where we have total staff of almost 2,500 SARSAT Program. student moved to West Virginia for people to perform space operations. The second role of COSPAS is an acronym for the Russian words Cosmi- a year of study through the Business CNES is to perform research activities on topics like ac- cheskaya Sistyema Poiska Avariynich Sudov, which means School of Strasbourg. His adventures cess to space, earth observation, universe studies, appli- “Space System for the Search of Vessels in Distress,” which and insights are chronicled on a pop- cation, and defense and security. And the last role—and indicates the maritime origins of this distress alerting ular blog he maintains, titled “Wild it is this role which took me to Washington, D.C.—is to system. Wide West Virginia.” represent France with foreign partners, both in Europe SARSAT is an acronym for “Search And Rescue Satel- Providing only his first name, Val- and in particular in the European Space Agency, which lite-Aided Tracking.” Anywhere in the world, when people entin, the 21-year-old student writes gathers 20 member states from everywhere in Europe have a problem on either a plane or a ship, they can send about topics ranging from fast food to and from abroad. The U.S. is our most important partner. out a signal. We have technology on satellites in orbit college social life. Navigating through that monitor the signal and can locate those in distress. travel paperwork is one common Tell us more about your trip to Washington. theme throughout the online jour- In Washington, we have two major partners, NASA, What topics did you discuss in your meetings at NASA nal. In a pre-departure post, Valentin with whom we have an extensive partnership. The sec- and NOAA? shared his experiences applying for ond partner, which is perhaps a bit less known, but for At NASA we spoke about the ongoing cooperation a visa: “Everyone I met was very wel- us is very important, is NOAA [the National Oceanic and on Mars. We are already preparing the next step for a coming. They are there to help you!” Atmospheric Administration]. We are involved in many seismometer we’re developing in France, which will be Cross-country travelling—espe- activities, from weather monitoring, to search and launched in March 2016. At NOAA, we discussed many cially on the back of a Harley Da- rescue, and so on. I met with the heads of these two topics that we have in front of us, including joint work vidson motorcycle, which he has administrations. on instruments which will be part of satellites to be done—also features in much of Val- launched in coming years. So you see that we are very entin’s writing. “Who hasn’t dreamt of What are some recent examples, of French-American busy in our cooperation with the U.S. making an American road trip, either cooperation in space research? alone or with friends, on Route 66, With NASA, we have a strong cooperation through the Are there any other projects that we can look forward from the east to the west, an Into the European Space Agency. In particular, we are involved to between the U.S. and France? Wild experience, or On the Road à la in this cooperation through the launches of an ATV, or Yes. With NOAA, we are going to launch Jason 3 [sat- [Jack] Kerouac?” Automated Transfer Vehicle, that we launched with Ari- ellite] which will follow Jason 1 and Jason 2. And there With more than 300 followers, the anespace from French Guiana. So far we have launched are also some other projects with SWOT, which is a new blog provides a glimpse of American four ATVs, the last one in early June. And we docked satellite. And that just names a few of the many French- culture as seen through French eyes. the ATV to the Space Station from our control center in American projects we have.

3 special report: sports

Tour de France Innovates Traditions With 100th Race © Wikimedia © Wikimedia Commons

The Tour de France provides a snapshot of a sporting institution that is both rooted in tradition and focused on future racing excellence. The multi-colored jerseys, shown above, signify specific players in the annual three-week race. The course highlights world-class competition with a backdrop of stunning French scenery.

uly marked the return of the annual bicycle com- the Tour resumed in the post-war period. This year national unity, an opportunity for the French J petition, Le Tour de France. Also known in France marks the 100th race, ending, as it has since 1975, people to join together in an event unlike any as La Grande Boucle, the race is a three-week-long with a sprint down the Champs Elysées in Paris, other in France. A veritable culture has competition for world-class professional cyclists. what many consider the most beautiful avenue in sprung up. From June 29 through July 21, riders from all over the world. In its early days, the contest concluded Since 1903, the Tour has inspired several the world traveled through France’s diverse land- at the in Paris and the Vélodrome songs such as “P’tit Gars du Tour” in 1932, “Les scapes, pushing hard to the race’s end in Paris. de Vincennes, a stadium near the capital. Tours de France” in 1936, and “Faire le Tour de In keeping with tradition, Tour de France 2013 “The 100th Tour de France will be the tour of France” in 1960. On the competition’s centennial showcased a rich past, cycling culture, and a mo- all of France, and of every kind of France, of ev- in 2003, Kraftwerk, a German electronic music mentous first-time start in . ery [kind of] French person, too,” Tour de France band, released an album called Tour de France director, , said on the race’s Soundtracks. website. Another part of Tour de France culture is Reliving the Past This year’s contest featured 21 stages and cov- its brightly hued jerseys. Yellow is given to the Founded more than a century ago, the Tour de ered a distance of over 2,100 miles. Almost 200 rider with the lowest cumulative time after France highlights the thrill of competition set in riders from 22 teams crossed mountains, hills, and each stage. A green jersey goes to the indi- the beauty of the French countryside. Cycling jour- plains in more than ten regions in France before vidual with the most points. More points are nalist Géo Lefèvre and his editor, , the grand finale in Paris. On July 21, Parisians and granted for flat stages than mountainous ones. a rider himself, first conceived of the race as a way tourists waited anxiously along the Champs Ely- The “King of the Mountains,” or the best climber, to increase sales for the magazine l’Auto. On July sées for the arrival of the champion, Chris Froome. gets to wear a white jersey with red polka dots. 1, 1903, 60 riders left from Montgeron, France, For the first time, cyclists completed the Tour in The white jersey without dots is for the best traveling through Lyon, , Toulouse, Bor- the evening after ten laps on the Champs-Elysées, cyclist 25 years old or younger who has the deaux, and Nantes before finishing in Paris. After including one around the Arc de Triomphe. lowest overall time. 19 days and six stages of varying intensity, only 21 This year, in celebration of the 100th race, riders arrived at the finish line. Mr. Lefèvre and Mr. the Paris Mint issued eight souvenir coins, four Desgrange had paved the way for the epic Tour de A Cycling Culture of which feature the colors of the competition’s France that was to become one of the country’s One of the Tour de France’s traditions is the prize jerseys. Stamps were also specially cre- best-known sporting contests. crowds of spectators who line the route for a ated in acknowledgment of the Tour’s expansive Though interrupted during the two World Wars, view of the riders. To many, the race signifies history. L’Equipe, a sports magazine, published

4 NFF © Jean-Pol Grandmont © Jean-Pol © Public Domain © Public © Public Domain © Public

Clockwise from top: a scene from Corsica, the French island in the Mediterranean where part of the Tour de France was held for the first time this year. On his bicycle, Henri Desgrange, a sports journalist and racing enthusiast, helped found the Tour de France we know today. Early racers fly down Paris streets while pedestrians look on.

“100 Days, 100 Tours,” which includes excerpts from Tour de France spe- 160 miles. According to Jean-François Pescheux, the director of the cycling cialists. The sports brand Le Coq Sportif also produced a clothing and trials, this phase was the easiest in Corsica. accessories line in honor of the 100th edition. On the race’s first day, the French Air Force, or La Patrouille de France, flew over the course. Commandant Raphaël Nal guided the group of nine pilots aboard Alpha Jets, leaving a trail of red, white, and blue colors of the French A First in Corsica flag. The air force returned July 14 for a Bastille Day aerobatic demonstra- The Tour de France included Corsica for the first time this year. The race tion. Jets flew over the Champs-Elysées during the parade and were visible began in historical fashion with its first-ever start, or Grand Départ, on the again on July 21, preceding the cyclists’ route from Versailles to Paris. island, a part of France. After the Corsican stages, cyclists passed through the vibrant town “The course between Corsica and the Champs-Elysées will be far more of Nice, located on the coast and a popular tourist destination, the port than a showcase for the number-one tourist destination in the world,” Mr. city of Marseille, Montpellier with its medieval streets, Saint-Nazaire, the Prudhomme said. “Thanks to the images of [TV station] France Télévisions, maritime town, , and then completed their ride at Versailles and it will bear witness to the love for a race which… is still a national treasure.” around Paris’s Arc de Triomphe at dusk. Situated in the Mediterranean Sea, Corsica features gorgeous land- The Tour’s longevity can be attributed to the dedication and enthusiasm scapes as well as forests, lakes, and mountains. The site of Tour de France’s of its participants. It remains a test of strength but also a celebrated tradition start, Porto-Vecchio, or the “City of Salt,” for its salt production, has an ac- that continues to attract people to France from all over the world. Since its in- tive economic environment and beautiful scenery. The first stage, from ception in 1903, cyclists, writers, and sports aficionados have been captivated lower to upper Corsica, was designed for sprinters, who traversed about by this cultural experience, now in its 100th edition—and running.

5 NFF en bref business & technology

French-U.S. Technology NETVA Partners With Microsoft, Expands to Washington Conference Builds Network In a continued effort After the opening semi- Grenoble, France, was host to a French- to build strong French- nar at Microsoft’s offices in American innovative workshop on July American relationships, the Paris, the 12 winners were 1 through 2. MINATEC, a group that third-annual New Technol- paired with American com- promotes micro and nanotechnology ogy Venture Accelerator, or panies for three months of research, organized scientific discus- NETVA, conference gath- mentorship. These profes- sions with French and American pro- ered a dozen promising sional partnerships give fessionals focused on developing a French entrepreneurs at them the opportunity to network between the two countries. the Parisian offices of Mi- seek expert advice, build The two-day conference, held at crosoft on July 1 through 3. project proposals, and or- the GIANT Innovation Campus, dem- The award-winning ganize business strategies onstrated French-American collabora- NETVA program looks to before entering the final tion in the field of science. Individuals give young French busi- stage of the NETVA pro- from research, business, and academic nesses the opportunity gram: immersion in the backgrounds attended talks on en- to achieve global expan- American marketplace. ergy, cells, and particles in an effort to sion. The program is a joint In September and Octo- expand French and American opportu- initiative of the ber, the laureates will travel nities in the industry. General of France in San to one of three cities in the

The program also included student Francisco and Boston, and © MAE United States for hands-on research presentations, visits to Greno- supports innovative re- A dozen French start-ups earned a spot in the 2013 work experience at Ameri- ble’s science facilities, and speeches search and entrepreneur- NETVA program, training them for business in the U.S. can organizations in relat- from Europeans and Americans about ship. ed fields. California’s Silicon future projects. This year, 67 French busi- Valley and tech-savvy Bos- The United States’ Consulate in nesses entered a nationwide competition to participate ton have been NETVA destinations since the program Lyon, France, the French embassy in in the 2013 NETVA conference. After two rounds of was created in 2010. the United States, and the Nanoscienc- selection processes headed by a board of scientific ad- Two of this year’s winning entrepeneurs were also in- es Foundation sponsored the second visors, only 12 companies remained. Health and medi- vited to Washington, D.C. Through a developed network annual seminar. cine were major fields of research awarded recognition of American companies in each city, NETVA provides Last year’s inaugural symposium in at the NETVA conference. new companies new strategies for joining U.S. markets. June attracted 100 students, profes- sors, and researchers. The 2013 event should provide added momentum to France’s Trade Commission Reports Brisk Business in U.S. nascent collaborations. In an increasingly global marketplace, groups like companies have on U.S. or North American soil. As of Kanye West Co-Designs Ubifrance North America are working to combine needs 2012, a total of 1,645 French companies were operating French Menswear Line and solutions in French-American business, according in the region, providing substantial economic stimulus to their 2012 annual report released earlier this year. to local communities. In the U.S., over 650,000 jobs are Although best known for his music, As a division of Ubifrance, France’s trade commission, created by French companies. U.S. hip-hop artist Kanye West is using Ubifrance N.A. experienced a robust 2012, marked by Mr. Letour sees Ubifrance N.A.’s developments as his love of fashion to kick-start a new an expansion of its presence to nine new cities in Cana- moving in the right direction. The year “2013 is shap- venture with a French company—a da and the United States. ing up to be an even better year” than 2012, he said clothing line. “French companies can bring a lot to the table as a in the annual report. Mr. West’s project came to fruition business partner,” said Arnaud Leretour, Director of Ubi- in a partnership with A.P.C., a French france N.A., in the report. He cited French expertise in clothing company founded in 1987 technology and highly skilled manual labor as two of by Jean Touitou, the American art- many factors that make France attractive for partnership. ist’s personal designer and friend. Mr. The group partners with Oséo, a publicly funded West’s line debuted during Paris Fash- venture capital firm formed in 2005 that serves French ion Week in October and features only start-ups. Oséo is slated to join France’s Public Invest- three casual menswear pieces: jeans, ment Bank, founded last year to finance small- and T-shirts, and hooded sweatshirts. medium-sized businesses. Ubifrance’s association with The ready-to-wear apparel became both Oséo and the Public Investment Bank should available under the label “A.P.C. Kanye” enhance its effectiveness in working with foreign July 14, France’s independence day. companies. Publicity was minimal leading up Ubifrance’s efforts are focused on sectors related to to the release of the clothing line. A their four general priorities: well-being, nourishment, close-up photo of “A.P.C. Kanye” jeans urban lifestyles, and communication. These broad was posted to Instagram, but showed catagories include some of the world’s fastest-growing only the label, top button, and part of industries, such as new technologies, healthcare, and a pocket. agrotech. The French clothing line later re- Another of Ubifrance N.A.’s signature efforts is the In- posted the same image on the official ternational Mobility Program. Designed to place young A.P.C. website, and Mr. West posted a French professionals in French businesses present in © Ubifrance message on the online network Twit- North America, the program offers real-world experi- ter: “Thank you Jean Touitou for let- ence—and a very good early-career job—to recent France’s trade commission, Ubifrance, reported robust ting me create with you.” graduates and young professionals. growth in North America through its 2012 annual report. That’s just part of the expansive presence French

6 culture & society en bref NFF

Shoppers Enjoy Extreme Price Cuts at Famous Soldes New York City Celebrates French Restaurant Week

French Restaurant Week returned to New York for its fourth year. From July 8 through 14, many participating restaurants offered certain dishes for $17.89 to commemorate the year of the French Revolution. The cultural event concluded on Bastille Day, France’s national holiday on July 14, and showcased La Dem- oiselle champagne. With this year’s theme of “La Demoiselle Brings Revo- lution,” some restaurants featured 187 ml bottles of the champagne for $17.89 and a tasting dinner for $178.90. Managed by MPB Agency and spon- sored by specialty food supplier Paris Gourmet, French Restaurant Week included French and non-French res- taurants. The event honored French © Erin gastronomy as well as chefs and serv- Held just twice a year, France’s soldes concentrate periods of deep discounts into a few weeks. The experience drives a ers in both types of venues. Last year, shopping frenzy and makes up a significant part of annual revenues for stores like the department chain BHV, above. more than 50 restaurants participated. Diners also enjoyed Bastille Week celebrations, which started on July 11 Thousands of eager bargain hunters gathered in 75 percent off women’s clothing days before the with a pétanque tournament, a game Paris this July for a nationwide shopping extravagan- sanctioned start of the shopping season. Within the comparable to lawn bowling and cul- za—the summer sales. first week of sales, the Galleries Lafayette increased minated with the Bastille Day Ball on Known in France simply as “Les Soldes,” the bian- discounts from 60 percent to 80 percent on certain July 12 and a street fair July 14. nual event gives both large and small businesses an products. The Institut Français de la Mode speculates opportunity to clear out the previous season’s mer- that many businesses will open with much more City of Lights Celebrates chandise and make room for new stock. Sylvia Pinel, generous discounts than in previous seasons—start- International Filmmakers the French Minister of Crafts, Trade, and Tourism, ing at an average of 40 and 50 percent off. opened the first day of the sales at the popular de- The cause of this year’s drastic sale prices is com- The week of June 28 to July 9 marked partment store, Galeries Lafayette. Despite difficult pounded by atypically cool weather and a tough the 11th edition of the Paris Interna- economic circumstances in the zone, Ms. Pinel economic climate. Temperatures in France this spring tional Film Festival, which showcased said that the summer sales are still “an important will be the coolest in 20 years, according to Météo nearly 300 cinematic works at some time of year for businesses and consumers.” France. In addition to threatening agricultural pro- of Paris’s iconic locations such as the Each winter and summer, department stores and ductivity and causing a five percent drop in tour- Louvre, the Pantheon, and the Palais boutiques offer clothing, accessories, home decor, ism, the unseasonable temperatures have affected Garnier. and even power tools for a fraction of the original fashion trends and retail. Stocks of cozy sweaters American films entered in the fes- price. These predetermined sales, or soldes fixes, are and warm scarves have been depleted, leaving an tival included David Gordon Green’s guided by the French Directorate General for Com- unusually high excess of t-shirts, shorts, sundresses, Prince Avalanche, one of nine mov- petition, Customer Affairs, and Repression of Fraud and sandals. ies vying for a coveted marketing (DGCCRF). In an effort to maintain a fair and com- But surplus merchandise translates to big savings campaign with French media mogul petitive market among corporate-owned stores and for consumers. As a result, 60 percent of French shop- CinéPlus. On the last day of the festi- small businesses, the DGCCRF has restricted sale sea- pers reported waiting specifically for the summer val, Mr. Green’s film was honored with sons to five weeks. sales to make their warm-weather purchases. the Blogger and Web Award, as deter- As of 2009, shops were permitted two additional Businesses are reacting with creative solutions. In mined by five major cinema bloggers weeks of sales each year to organize and schedule at addition to discounted clothing, some stores are of- with a following of more than 100,000 their own discretion. These soldes complémentaires fering cash-back rewards. Others are promising big- internet fans. cannot occur within 30 days of the soldes fixes. ger savings with loyalty rewards cards. In addition to screenings and The sales are like a national holiday, eagerly antici- Last year, a clothing store in Lyon made headlines awards, the much-anticipated yearly pated and enthusiastically celebrated. In addition to by guaranteeing two free items of clothing to the event offered flea markets and a gi- news coverage and prolific advertising, many print first 100 customers who arrived at the store in their ant “ciné-karaoke” that attracted more publications offer articles about the season’s best underwear. The event, dubbed “Arrive Naked, Leave than 3,000 participants. Retrospec- buys. The French edition of Vogue magazine print- Clothed,” has not been repeated in the 2013 shop- tives and tributes also highlighted ed a story offering tactics for productive shopping ping seasons. major film figures including several in crowded stores. The weekly magazine L’Express The abundant and unusual marketing has proven Americans such as Jane Fonda, Oliver featured an article outlining the different “types” of successful. French customers are planning on signifi- Stone, and Martin Scorsese. The Paris shoppers, including “boycotters,” “web pros,” and “se- cant budgets for their summer shopping. The online Project, a three-day event that took rial sale experts.” publication, Ouestfrance-entreprises.fr, reports that place in tandem with the festival, Much like Black Friday in the United States, when consumers in France are allocating an average of brought 170 movie industry profes- shoppers swarm malls and retail outlets the day af- $217 for the sales. Overseas, shoppers will have to sionals to Paris to witness up-and- ter Thanksgiving, customers who shop the French wait a little longer to make their purchases, as sales coming filmmakers’ creations and soldes profit from extreme discounts. The French in Saint Barts, Saint-Martin, Martinique, and Guade- share their expertise. clothing retailer, Blancheporte, started advertising loupe are not scheduled to start until early fall.

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