Circularity: a “Revolution” for retail

As part of the work of the National Retail Council, Isabelle Collin-Lachaud, holder of the TREND(S) Chair — Transformation Of Retailing Ecosystems and New Market Dynamics (for Sustainability) — was invited to the Ministry of Economy, Finance and Industrial and Digital Sovereignty as a qualified expert.

This contribution took place during the presentation of the report:
“French retail: accelerating the circular transition”,
co-authored by Emily Mayer (Circana Institute) and Yohann Petiot (Alliance du Commerce).

The report analyzes the evolution of retail business models toward greater circularity and highlights several already emerging levers:

• Second-hand markets
• Repair services
• Subscription and rental models
• Deposit systems and reuse
• Bulk sales
• Unsold goods management

Contributions from the TREND(S) Chair

During the roundtable dedicated to barriers and drivers identified by companies in the context of circularity, Isabelle Collin-Lachaud presented several research findings from the TREND(S) Chair, echoing testimonies from industry stakeholders.

Three key observations emerged:

• Consumers are already engaged in second-hand practices, repair, and rental services.
• Retail plays a structuring role, through its offerings and territorial network, interacting closely with its broader ecosystem.
• Organizational, economic, and cultural barriers remain, requiring coordinated responses from both businesses and public authorities, particularly in terms of training.

A systemic transformation of retail ecosystems

Circularity is no longer a theoretical perspective: it is a concrete transformation of economic models and retail ecosystems.

The work of the TREND(S) Chair shows that this transition can be understood as a true “Revolution”—a transformation of practices and market dynamics that reconciles economic performance, innovation, and sustainability.

By analyzing these shifts, the Chair actively contributes to academic and strategic debates on the future of retail in the context of the ecological transition.

‍