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
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 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
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
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.