Fashion and luxury

Building lasting desirability

Balenciaga

2021–2022

Uncompromising creativity
Saint Laurent

2022–2024

Beyond a luxury fashion brand, a cultural powerhouse

As the luxury and fashion industries evolve, staying relevant and desirable requires adapting to cultural shifts, leveraging digital innovations, and transforming customer engagement strategies.

To stay relevant, the luxury and fashion industries must adapt to cultural and societal shifts. Modern consumers, especially millennials and Gen Z, value unique experiences, ethical practices, and personalization. Heritage and exclusivity alone are no longer enough. Successful brands are those embracing contemporary arts and pop culture, adopting inclusive practices, and committing to environmental and social responsibility.
To meet growing customer demands, fashion and luxury brands should use digital tools to create emotional connections beyond transactions. By leveraging data, AI, AR, and blockchain for authenticity, brands can offer personalized and immersive experiences across all touchpoints. Ensuring these digital experiences consistently bring joy and self-expression will cultivate long-lasting brand preference.
"Fashion brands are struggling to make omnichannel a reality across the myriad of customer touchpoints," says Emilien Durand, Director of UX Strategy. To achieve global scalability, brands must develop platforms that support personalized customer relationships on a large scale, addressing international markets while retaining local relevance. This requires not only a more sophisticated technology and organizational strategy but also a cultural shift to become more customer-centric and, ultimately, more human.

Fashion and luxury index

Celine

Since 2020
Van Cleef & Arpels

Since 2018
le19M

2023–2024
Saint Laurent

Beyond a luxury fashion brand, a cultural powerhouse

2022–2024
Maison Francis Kurkdjian

2022
Sephora

2022
Balenciaga

Uncompromising creativity

2021–2022
Le New Black

Fashion business goes digital

2014–2022
Fashop

2021
Zappos

Turning shopping from a to-do to a ta-dah

2019–2021
Clinique

2019
Tamara Comolli

2019
Charvet

2018
Sonia Rykiel

Celebrating and empowering women

2017–2018
Longchamp

2016
Style.com

See fashion first

2014
Theyskens’ Theory

2011
I-D Magazine

2011
Estée Lauder

2009–2010
BurdaStyle

2009
Madame Figaro

2006
Bourjois

2004

Fashion and luxury

Building lasting desirability

Balenciaga

Saint Laurent

Embracing cultural shifts

Reinventing customer engagement beyond e-commerce

Achieving customer-centricity at scale

Fashion and luxury index

Celine

Van Cleef & Arpels

le19M

Saint Laurent

Maison Francis Kurkdjian

Sephora

Balenciaga

Le New Black

Fashop

Zappos

Clinique

Tamara Comolli

Charvet

Sonia Rykiel

Longchamp

Style.com

Theyskens’ Theory

I-D Magazine

Estée Lauder

BurdaStyle

Madame Figaro

Bourjois