The clothing industry in France saw its worst September performance in five years in 2026, with in-store sales revenue dropping by 17.6% compared to the same month in 2025. This data comes from the Retail Int. panel for the Alliance du Commerce, which monitors more than 70 brands across 10,000 stores. The decline was unexpected, as the beginning of the school year usually helps boost sales for children’s clothing, which accounts for up to 14% of annual revenue for such retailers. However, sales of children’s clothing fell by 27.4% in September 2026. The drop in sales was driven by two main factors. First, September 2026 was the second warmest on record since 1900, with very little rain. This led to a decrease in demand for seasonal clothing, especially heavier items for women, which saw a 45% decline compared to the previous year. Sales of shorts, on the other hand, rose by 24% as people opted for lighter wear. Meanwhile, energy prices surged by 21.2% annually, reducing the purchasing power of French citizens. Higher fuel costs made car travel more expensive, leading consumers to cut back on trips to stores, especially in areas that rely on car access. The decline affected all types of retail locations, though to varying degrees. Commercial activity zones and retail parks experienced the sharpest drop, with sales revenue falling by 23.4%. These areas, which depend heavily on car traffic, were hit hard by rising fuel prices and reduced consumer spending. Malls also saw significant declines, with sales down 16.9% in the suburbs and 13.8% in city centers. Stores located in city centers on the street saw a 11.1% drop, while outlets declined by 12%. Paris was somewhat better off, with a 6.4% decline in sales, largely due to tourism. However, even the capital could not escape the broader trend. The mass market segment, which constitutes a large part of the clothing industry, saw a 20.2% drop in sales in September. For the first nine months of 2026, in-store sales revenue had declined by 4.7% compared to the same period in 2025. Store visits dropped by 13.3% in September and by 3.8% since the beginning of the year. Online sales also fell by 15.9% in September, with a 1.8% decline for the year to date. This suggests that consumers are not just shifting their shopping habits but are reducing their overall clothing purchases. The Alliance du Commerce, which represents 16,000 stores and 150,000 employees, has urged the government to remain vigilant. Yohann Petiot, the general director, noted that many retailers have already cut costs and reduced investments. A further month of such poor performance could place some retailers in a difficult position. The alliance emphasized the need to protect French consumers’ purchasing power, mitigate the impact of rising fuel prices, and provide clarity for businesses to navigate the current economic challenges.