Chaire TRANSFORMATION OF RETAILING ECOSYSTEM(S) & NEW market DYNAMICS
WHAT (R)EVOLUTIONS FOR RETAILING TO ADAPT TO TOMORROW’S SOCIETY?
Led by Professor Isabelle COLLIN-LACHAUD of the University of Lille, the Chair consortium brings together teacher-researchers from different management disciplines as well as two retail companies (IDKids and Leroy Merlin). It is also supported by MEL, the I-Site and Cap Digital’s PICOM.
4 MAJOR RESEARCH AREAS AND A ‘GREAT DEBATE’ ON THE FUTURE OF DISTRIBUTION
The scientific programme of the TREND(S) Chair is divided into four constantly interacting areas.
- (Re)legitimization of the retail sector and its actors in the face of consumer mistrust
- What functions for the physical shop in an omni-commerce pathway?
- New business models and emerging markets
- The organizational and cultural transformation of companies
The aim of this industrial chair is to produce and disseminate knowledge in order to meet the future skills needs of the retail sector in the Lille metropolis and the Hauts de France region, and to raise its profile internationally.
Pr Isabelle Collin-Lachaud
Dr Elodie JUGE
POSTAL ADDRESS ROUBAIX SITE
651 avenue des Nations Unies
59100 ROUBAIX – France
The ADEME REZOMODECO project is seeking to understand how the notion of circular fashion can facilitate responsible production, distribution and consumption practices in the textile sector and disseminate them on a larger scale.
It draws its analyses of market dynamics from the initial slow fashion movement, which calls into question the fundamentals of the dominant fast fashion economic model.
Offers aimed at consuming less and better are analysed at three levels: micro (analysis of products/services and consumer expectations), meso (analysis of business models) and macro (analysis of the ecosystems of actors).
In line with the ‘circular economy package’ (2018) and the government’s roadmap for a circular economy, this project financed by ADEME and in partnership with the GEMTEX laboratory (engineers from the École Nationale Supérieure des Arts et Industries Textiles) REZOMODECO aims to study the most relevant solutions for reducing the environmental impact of clothing throughout the value chain (upstream and downstream) and to propose in the context of the 4Rs reference framework, or even 6Rs (Sihvonen and Ritola, 2015), the most virtuous business models and their ecosystems at the environmental, economic and social levels.
The DELPHI TRANSITION project, financed by the Hauts de France region (REV3 programme), is focused on adapting the Delphi-type foresight method (based on scenarios) to markets in transition, in particular when the companies in this market switch to circular economy logics.
The circular approach to fashion in the HDF region is the field of analysis and adaptation of the Delphi method, but the project will nevertheless provide pragmatic benefits because the results obtained will make it possible to contribute to the development of a roadmap and then to a white paper on the fashion circular economy in the region.
Le MiHX Lab
Located in the EuraTechnologies Blanchemaille incubator, the MiHX lab (Marketing is a Human eXperience) is a space specially designed to conduct innovative marketing research, while being supported by expert researchers.
Equipped with cutting-edge technologies in quantitative and qualitative measurement of declarative and behavioural types (including eye tracking and emotion reading), the space allows us to respond with rigour and precision to the most complex problems and the most demanding methodological constraints for public research and private studies.
By pooling the skills and values of all its teams and players, the MiHX lab offers a simple and committed conception of marketing, one that allows the world of research and the world of organisations to enter into dialogue.
The following are guaranteed: human and scientific support, but also intellectual rigour and ethical commitment.
At the MiHX lab, marketing research is seen as an investigation of consumer trends and consumer behaviour and their place in organisations and society.
HEAD OF DEVELOPMENT AND KNOWLEDGE TRANSFER
Maud Herbert - Nil Toulouse
LAI PROJECT: CONSUMER CULTURE AND SOCIETAL CHANGE
This is a partnership between the University of Southern Denmark (Consumption, Culture and Commerce research unit) and the University of Lille (Culture, Consumption and Market Research axis, LUMEN laboratory).
The project encourages collaborative research on migration flows, health and poverty by adopting a cultural perspective on consumption and markets. This collaboration takes the form of seminars, project coordination, co-supervision of theses, research days and researcher exchanges. All events are in English.