The wedding planners market - France

1.2 The global market

The global wedding market

The wedding market includes many aspects such as logistics, clothing, catering, entertainment services, event organization, etc.

Although it is difficult to estimate a global value for all the components of the wedding market, several estimates do exist. For example, HuffPost estimated the total size of the market at $*** billion in ****, and Fashionunited also estimated the total size of the wedding services market at $*** billion in ****. In ****, Thinksplendid's said the market size was $*** billion.

Around $** billion (***) of revenue is generated in the US, which is the world's largest market by value. [***]

The global wedding market is driven by an increase in LGBTQ weddings and the inspiration of royal weddings. **** was particularly strong with the royal wedding of Prince Harry and Meghan Markle.[***] In addition, another important trend is premiuimization: we're seeing luxury weddings become increasingly popular, particularly with younger generations; in ****, **% of global luxury growth was driven by millenials and Generation Z, i.e. people born between **** and ****. In other words, there is reason to believe that the high-end segment of the wedding market will benefit from increased revenues thanks to a greater willingness to spend among the younger generations. This in turn plays into the hands of ...

1.3 In France, the number of marriages is falling

Number of marriages per year France, ****-****, in thousands Source: ****

As the graph above shows, the number of people getting married in France is falling. In ****, ***,*** marriages took place, compared with just ***,*** in ****. This represents a decline of almost **% in ** years. Nevertheless, after a historically low number of marriages during the Covid** crisis, **** sees a rebound to a level not seen since ****.

This decrease represents as many weddings whose budgets will not be able to be captured by wedding planners. On the other hand, as we'll see in the next section, wedding budgets have remained the same. In other words, wedding planners are sharing an ever-decreasing number of potential customers, who are also reluctant to increase their spending.

Number of PACS signed per year France, ****-****, in thousands Source: ****

The PACS (***) is a contract between two adults, of different or the same sex, to organize their life together. It establishes rights and obligations between the two contracting parties, in terms of material support, housing, property, taxes and social rights

In France, the number of PACS has increased rapidly since ****, more than doubling. Although PACS are sometimes the occasion for a bachelor's party, most of the time the procedure is purely legal. ...

1.4 The impact of COVID-19 on the wedding planner market

COVID-** has made **** a nightmare year for any business operating in the wedding industry. Between March and May, weddings were completely banned. The French government declared that "as part of the gradual deconfinement, it is once again possible, since June *, ****, to celebrate marriages and register PACS in town halls throughout the country". Nevertheless, with restrictions on travel and group gatherings still in force, a wedding celebrated this summer in no way resembled traditional ceremonies. Subsequently, the hexagon entered a second confinement in September. All the analyses below can be extended to the wedding planning sector too.

Quantifying the consequences

Virginie Mention, co-founder of ASSOCEM (***) will take place between April and September" Another source estimates that "requests for wedding services have fallen by over **% from January to April, and by almost **% compared to the same period last year" Sud-Ouest

In terms of the impact on revenue,Assocem points out that "losses can range from ** to **% of sales, as we have to include weddings not carried out but also contracts that no longer return. It's as if the world has stopped turning... Couples who wanted to get married in **** now prefer to wait for the situation to stabilize". In September ****, a source tells ...

2.1 Profile analysis: the French consumer

average age at first marriage France, ****-****, in age Source: ****

The average age at which French people marry has risen considerably: in ****, it was **.* for men and **.* for women. In ****, the average age will be **.* for men and **.* for women, an increase of * and * years respectively.

For same-sex marriages, the average age at marriage is **.* for men and **.* for women. [***]

This trend indicates a change in French society, where marriage is postponed to a later stage in life. A contributing factor is the increased importance attached to careers, particularly by women, which is leading to this postponement. As we saw in section *.*, the number of marriages in France is also declining; in other words, this is another factor pointing to a shrinking market.

However, a survey carried out in **** among a representative sample of the population shows that young people are increasingly inclined to marry: **% of **-** year-olds want to get married, compared with **% in ****. [***]

According to a **** INSEE study, the people who marry the most are those aged between ** and **, those with fewer qualifications, immigrant populations, couples with children and homeowners, which partly explains the high proportion of marriages in Ile-de-France, the south-east and the east of France. [***]

2.2 The budget - a key parameter for wedding planners

According to Stéphane Seban, organizer of the Salon du Mariage in Paris, the average cost of a wedding has risen from an average of **,*** euros in **** to **,*** euros in ****. [***] According to the PropulseByCA study published in ****, the average cost will be closer to **,*** euros.

In terms of the breakdown of these expenses, catering comes in first place, accounting for **% of the budget, followed by miscellaneous expenses (***), which account for **%.

Breakdown of expenses for an average wedding with ** guests France, ****, in Source: ****

Spending is an important indicator for wedding planners to track, as it also increases the likelihood that consumers will hire a wedding planner. This follows the simple logic that if a consumer is more willing to spend on a wedding, a greater proportion of that spending will go to the (***) wedding planner.

After a decline in the budget that the French are willing to put into a wedding between **** and ****, we see a sharp increase in this in ****, with an average budget of *,*** euros envisaged.

If you were to organize a wedding, what would your budget be? France, ****-****, in euros Source: ****

We can also analyze spending according to certain demographic criteria.

Answers to the question: "If you had ...

2.3 Demand trends

Demand cyclicality

Search interest for the term "marriage France, ****-****, in Google Trends index Source: ****

The graph above represents the proportion of searches for a given term in a given region over a given period of time, relative to when it was most searched for (***). Thus, a value of ** means that the keyword has been used less frequently in the region concerned, and a value of * means that there is insufficient data for this keyword.

Interest in searching for weddings in France is cyclical; as can be seen from the graph above, interest peaks around the summer months and then declines around winter. This is logical, as weddings are often associated with outdoor venues. In addition, we also see a sharp increase in search interest in May ****. This is most likely linked to the fact that the coronavirus cancelled a significant number of wedding plans for ****, prompting people to look for alternatives once the decontamination plans were announced.

Monthly breakdown of planned weddings in **** France, ****, in % Source: ****

The cyclical trend is confirmed in the graph above. This time, it is also quantified; in ****, the most popular month for getting married was July, during which **.*% of weddings took place. The three summer ...

3.1 Become a wedding planner

The wedding planning market in France is fragmented, with a large number of players spread across the country, and with different services on offer. These are similar for every wedding, but the ability to differentiate is important. Some players are positioned in the luxury segment. Others offer tailor-made solutions, and many players break down services into full services, limited services and simple consultation.

Barriers to entry in the wedding planning sector are non-existent. No formal qualifications are required, and capital investment is low, especially for self-employed or freelance wedding planners. The technical knowledge required is moderate (***) and the learning curve is short. The need for manpower is low, and can be limited to one or two people. However, the wedding planning business is a difficult one, requiring expertise in a number of areas, as well as rigorous management and organization. Lack of brand awareness is the first major obstacle for new entrants.

According to mon-évenement, there are some *** registered planners. Most of these are independent.

However, there are also larger groups offering franchising solutions, for example. This can be an advantageous way of getting started, as it pools the network of suppliers and service providers, and communication costs for example. ...

3.2 The business of wedding planners

The big picture

In France, the use of wedding planners remains limited; LCI claims that the number of weddings organized by these companies amounted to just *% in ****, while weddingacademy reports that around **% of all weddings in France in **** involved wedding planners. This figure can be compared, for example, to that in the USA, where the equivalent figure is around **%. In other words, there is enormous growth potential for this market, especially considering that many people lead active lives with children and careers, which favors an increase in the outsourcing of this service to wedding planners

The number of wedding planners in France remains difficult to estimate. Mon-évenement claims that there are over *** players in this market. In the meantime, Weddingacademy puts the number of wedding planners in France at around ***, with no single player holding a dominant position. The same source indicates that there are in fact around *** agencies, but that due to a lack of professionalism, only *** of them can make a living from their activity. What is certain is that the market is highly fragmented.

Time needed to organize a wedding France, ****, in months Source: ****

The effect of wedding planners can be seen at the end of the ...

3.3 Geographical distribution of wedding planners

Mon-evenement lists *** wedding planners in France.

3.4 ASSOCEM

In section *.*, we mentioned that the sector suffers from a lack of industry certification (***). One solution, however, is to join ASSOCEM, the association of wedding planners, which came into being in ****. This association brings together wedding planners in France and fulfills several objectives:

Promote the profession to the public, administrations and the media; Professionalize the profession; establish professional standards; Disseminate information between market players; Promote the training of wedding planners; Facilitate exchanges with wedding planning service providers; Raise public awareness of wedding planner services; act as a relay between potential clients and wedding planners who are members of the association.

These federation movements are the result of the poor image of wedding planners or the general public's unfamiliarity with their services. The emphasis is therefore on communication with potential customers and training for organizers. The ultimate aim is to professionalize services as much as possible. Many other wedding planning agencies also offer training courses for entrepreneurs wishing to enter the market.

The members of this organization are represented below according to their location.

Source: ****

4.1 Service overview

Wedding planners' services are wide-ranging and depend on what the client requires. The intervention may be limited to a simple consultation, while in other cases the wedding planner is fully in charge and organizes the entire wedding. For example, if a customer has started to organize his wedding, and has resolved aspects such as the reception hall, wedding caterer, etc., but lacks service providers in other categories, the wedding planner can act as a complement.

The various services of the wedding planner are listed below, based on an exhaustive list by ASSOCEM:

Wedding organization: this is the core business. Wedding planners must take into account the interests of their clients and, on this basis, create a tailor-made service. This responsibility includes, for example, putting the various service providers (***) in touch with each other in order to propose a realistic timetable and budget to the customer. D-day coordination: one of the most sought-after services. Clients can outsource this element, which is often a source of stress. The wedding planner will be responsible for ensuring that the party and logistics run smoothly, and that all aspects of the wedding are on schedule on the final day. Advice : wedding planners also act as consultants, ...

4.2 Price analysis

Source: ****

The table above gives an overview of the prices charged by wedding planners in France.

Some wedding planners apply variable pricing. For top-notch wedding planners, these fees amount to around **% of the total cost of the wedding. In other words, between **,*** and **,*** euros inc. VAT are generally charged for wedding budgets of between ***,*** and ***,*** euros. This price includes a team of several people who are responsible for all the logistics and planning of the wedding. Nevertheless, fee structures can vary, and some professionals charge a fixed amount. Some players include additional fees ranging from €*** to €*,*** per day.

4.3 Supply trends

Weddings include many services and products to consider. These include the venue, decoration, clothing (***), and indirect services that are purchased in connection with the wedding, such as the honeymoon.

Below is an overview of wedding venues in France (***). This measure is relevant for wedding planners, as they need to adapt their service according to the venue

Breakdown of wedding venues in France France, ****, in percent Source: ****

In ****, **% of weddings will take place in the bride and groom's home, followed by reception halls (***).

Professional wedding venues often also offer ancillary services to wedding planners. This may mean access to a swimming pool in the case of a hotel, or drinks and food if the wedding takes place in a restaurant. In addition, the Casino de Royal offers guests the chance to play bowling, golf, tennis, mountain biking and more. [***]

Finally, wedding halls are generally large, as they need to accommodate a dance area; typically, they are at least *** square meters in size.

4.4 New eco-responsible offers

The French, especially the younger generations, are increasingly concerned about their environmental impact. Although the organization of eco-friendly weddings is marginal today, this trend could well become more pronounced in the years to come, when millennials reach marriageable age.

In fact, by ****, **% of French people consider organizing an eco-responsible wedding to be a priority. And, although three-quarters of French people don't consider it a priority, they are prepared to carry out certain more ecological acts, such as choosing an eco-responsible caterer (***).

The efforts the French are prepared to make to organize a more virtuous wedding France, ****, % (***) Source: ****

Here are a few wedding planner agencies specialized in organizing weddings with a "greener" footprint, and the eco-responsible actions they take: The Green Wedding, PachaMama Evenements, Your eco story, Les Histoires Naturelles, ...

5.1 Regulations

Administrative aspects

The operation of an apartment, reception hall or even a chalet is not subject to any particular professional status. You don't need to set up a company to rent out your property. All you need to do is comply with the applicable standards (***), and declare the rental for tax purposes.

To transform a property into a fully-fledged revenue-generating activity, it may be worthwhile to set up a commercial enterprise. If work needs to be carried out, or if financing needs to be found, a SARL or SAS may be a wise choice.

There's nothing to stop you protecting your property or benefiting from tax advantages by setting up a SCI (***), which will distinguish it from your personal or family assets and make the premises available to the new company.

Noise standards

Noise from unclassified craft, commercial and industrial activities is considered by regulations to be neighborhood noise. A decree of August **, **** (***) introduced regulatory provisions into the Public Health Code concerning the fight against noise from activities.

As far as night-time noise is concerned, officers or agents of the judicial police (***).

Safety rules for premises open to the public

The opening of an ERP is subject to safety and fire ...

6.1 Segmentation

• Laura Z Organisation
• Label'Emotion LTD
• L'Amande & Co
• Ceremonize
• Cigales et Petits Fours
• Cassia Thomas Weddings
• Mariage dans l'Air
• Organsa Wedding Planner Paris
• GIACOMELLI - Wedding Planner France et Italie
• Corsica Wedding
• Les Demoiselles De Madame - Wedding Planner
• Atout Coeur Wedding
• Chrystelle Baudillon Events My Wedding Dreams
• Wedding and co
• Coup 2 Coeur events
• Wed'Love
• Events Musica Live Productions
• Elo'Events
• Moony Events
• Luna Events
• Les Noces de Chêne
• Rendez-vous pris
• Fanny Miller Events
• Léa Event Agency
• LS Events
• Superplanner Bordeaux
• Jardin d'Event
• Jules et moi
• Mirabilis
• Jeevan
• Un jour à part
• Les Têtes Chercheuses
• Sweet Love & Confettis