Elisa Le Breton-Morlet

Re-Think, Re-Sell, Re-Consume. Second hand as the next growth engine.

Summary

Quality cues, trust, convenience, fair pricing: this session maps the new rules of second hand across countries. Based on a new multi country study, we show where adoption stands, what accelerates usage, what still slows it, and the role retailers can play with take back and trade in programs, professional grading, and pricing clarity that builds confidence. You will hear the global picture and spotlights on Belgium to highlight shopper expectations, pain points, opportunities and the trust signals that convert online and in store.

Biography

Elisa Le Breton-Morlet developed an early interest in the evolution of retail, which she started exploring through a thesis at CELSA Sorbonne University on how jewellery and watch buying experience is being reshaped between physical stores and e-commerce. She started out in strategic planning, then moved to Hong Kong to work in international marketing development. For the past three years, she has been leading international studies and strategic reports at Havas Commerce, focusing on major shifts in retail, with a particular interest in weak signals, emerging consumer behaviours, and alternative models, including second-hand consumption.