What the new Champs-Elysées says about France
Apr 28th 2011 | PARIS | from the print edition of the Economist
"A GIANT naked male torso towers over the lower end of the Avenue des Champs-Elysées. Or, rather, a black-and-white photograph of a male model’s glistening muscles is draped across the four-storey façade of a soon-to-open Abercrombie & Fitch store. The unveiling next month of the first French outlet for the American retailer, renowned for improbably toned, half-dressed sales assistants and hooded sweatshirts, will delight teenagers, bemuse parents—and confirm that France’s best-known avenue has gone global.
When the first majestic lines of trees were planted in the 17th century by André Le Nôtre, Louis XIV’s landscape architect, the Champs-Elysées was a shady walk. It has long since been built up and turned over to shops, cafés and offices. But the avenue still has special meaning, both as an embodiment of French elegance and as a stage for displays of national pride and military might. Unlike London’s Bond Street or New York’s Fifth Avenue, the Champs-Elysées is where soldiers march, tanks roll and planes fly past in the annual Bastille Day parade every July 14th.
These days, though, it is getting hard to find much that is French on the Champs-Elysées, besides a few cinemas, car showrooms and luxury brands. International chains such as H&M (Swedish) and Tommy Hilfiger (American) have opened big stores, joining other foreign implants like Zara (Spanish), Virgin Megastore (British), Disney, McDonald’s and Gap (all American). Even Britain’s Marks & Spencer, which quit Paris a decade ago, is coming back soon, bravely hoping to sell women’s clothes and English sandwiches on the Champs-Elysées.
Plenty of Parisians are dismayed. Earlier this year, owing to soaring rents that make the Champs-Elysées the world’s fourth most expensive shopping street, according to Jones Lang LaSalle, a property firm, the post office closed its doors. “It will no longer be anything but a clothing street,” sniffed Lyne Cohen-Solal, a Paris councillor. A few years ago the town hall unsuccessfully appealed to the courts to block H&M’s arrival. “The Champs-Elysées is mythical,” declared François Lebel, mayor of the local borough. “The image of France is at stake.”
Like their politicians, the French always sound defiantly anti-globalisation. In polls they are far more hostile to free markets than Germans, Chinese or Russians. Yet when it comes to buying or eating foreign stuff, they are as enthusiastic. France is one of the most profitable markets for McDonald’s. Judging by the dress code of French teenagers, there will be long queues outside Abercrombie & Fitch—though whether to buy the hooded tops or to eye up the sales staff may be another question."
