What does exceptional customer experience look like in luxury fashion today, and how does it scale globally without losing soul?
In the latest episode of the CX Insider Podcast, we’re joined by Maud Lagarde, Global Client Development & Customer Experience Manager at Louis Vuitton, for a deep dive into the realities of delivering world-class CX in one of the most prestigious brands in the world.
From omnichannel strategy to digital transformation, Maud shares what it really takes to balance heritage, innovation, and ever-rising customer expectations.
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Episode Summary
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Luxury CX Is No Longer Just In-Store
Luxury retail has long been defined by the in-store experience — craftsmanship, storytelling, atmosphere, and human connection. But as Maud explains, that’s no longer enough.
Even though the majority of luxury purchases still happen in physical boutiques, digital plays a critical role long before a customer walks through the door. Research and inspiration now happen online, and expectations are shaped by best-in-class digital experiences across industries — not just luxury.
For customers, the journey is seamless. They don’t differentiate between retail and digital channels , they simply expect excellence at every touchpoint.
This is why omnichannel thinking is no longer optional. Digital can’t sit on the side as a supporting channel; it must be fully integrated into the broader brand experience.
Customer-Centric Culture Over Product-Centric Thinking
One of the biggest operational challenges Maud highlights is the shift from a traditionally product-centric mindset to a truly customer-centric culture.
Luxury brands are rightly proud of their craftsmanship and heritage — but today’s customers expect more than beautiful products. They expect:
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Frictionless journeys
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Personalisation that feels relevant, not intrusive
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Consistency across markets and channels
Embedding customer-centric thinking requires more than strategy decks. It means training teams, adopting design-thinking principles, and aligning everyone — centrally and locally — around the customer’s perspective.
Global Consistency, Local Relevance
Operating in over 40 countries brings another layer of complexity: how do you maintain brand consistency while adapting to local customer behaviours?
Maud emphasises the importance of a strong central vision combined with deep collaboration with local teams. Local markets understand their customers best — whether that’s preferred payment methods, platforms like WeChat in China, or cultural moments such as Ramadan or Chinese New Year.
The strongest CX strategies are built through dialogue, feedback, and shared ownership — not one-size-fits-all execution.
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To find out more about Maud check out our full episode – available on all your favourite channels. Now including YouTube!
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Written by Tamil-Anne Jhala