LVMH, the Institut pour les Savoir-Faire Français and IPSOS BVA unveil the results of "Perceptio" a national survey on the image of craftsmanship and exceptional savoir-faire in France

The results of Perceptio, an unprecedented national survey conducted by the Institut pour les Savoir-Faire Français, IPSOS BVA, and the LVMH group through its Métiers d'Excellence entity, were revealed at the "Rencontres Économiques des Métiers d'Art" (Economic Meetings of Art Crafts) on Thursday, January 22nd in Paris.

Three major findings emerge from the study:

1 - A unanimously positive image.

97% of French people report having a good image of these professions, which rank highest among the best-perceived professional sectors. They are associated with strong values: transmission, high standards, creation, authenticity, and for over 90% of respondents, embody a pillar of French cultural identity.

2 - Nevertheless, a partial knowledge base

Only 35% believe they know these professions well. Training, career opportunities, and professional paths remain unclear for a majority of French people. More than half mistakenly believe that a high level of education is required, and 53% consider these professions reserved for an elite. These preconceived notions and lack of awareness constitute a real obstacle to career guidance, especially among young people: 63% of 14-15 year olds who are not interested in these professions feel they don’t know them sufficiently.

3 - Strong potential for attractiveness.

 71% of French people would recommend these professions as a career path, and nearly one in two young people express interest. The professions are perceived as meaningful, tangible, creative, and compatible with environmental challenges. The more they are known, the more they are considered professions of the future.

In a context marked by the imminent retirement of an entire generation of artisans, Perceptio highlights a key challenge: transforming this positive image into concrete knowledge and vocations.

A strong image, driven by shared values.

Creation, passion, high standards, and transmission structure the perception of these professions, in a context of searching for meaning in work. This adherence cuts across all generations and reflects a deep attachment to the cultural and human heritage these professions represent.

A lack of awareness hindering career guidance.

Despite this positive image, the study reveals a significant information deficit. The majority of French people do not know if training is available near them or if their region is recognized for its expertise, even though 80% of companies in the sector are located in these territories.

Making visibility a lever for attractiveness.

71% of French people believe that these professions are not sufficiently valued in society and in the media. Usage differs across generations, calling for adapted communication strategies, particularly on digital channels to reach younger audiences.

By revealing the gap between image and knowledge, Perceptio serves as a reference tool for the entire sector and public authorities to identify the levers to activate in terms of career guidance, training, and attractiveness.

Strengthening understanding of these professions, deconstructing preconceived notions, and increasing concrete encounters are all conditions for generating new vocations and ensuring the transmission of exceptional expertise, at the heart of French economic and territorial dynamism.

Taking concrete action to remove identified obstacles. In light of this assessment, the study emphasizes the importance of providing access to clear information on training and enabling the general public, especially young people, to concretely discover the reality of these professions.

It is precisely in this logic that LVMH's commitment over ten years through its Métiers d’Excellence entity is inscribed, acting simultaneously on training, awareness, and orientation.

Since 2022, 31,900 visitors have discovered the Group’s Métiers d’Excellence during the various stages of the You & ME tour in France and Italy.

It is in this same philosophy that the actions of the Institut pour les Savoir-Faire Français have been inscribed since its creation in 1889: fostering encounters between all audiences and professionals throughout France and Europe through the European Artistic Crafts Days since 2002, and promoting the diversity of training paths in arts and crafts with the Avenir Métiers d’Art Award, at regional and nation