How to Make Customer Interactions More Meaningful at Scale
At a leadership breakfast during Paris Fashion Week, executives from Dior, Balenciaga, Jacquemus, Kering, Sessun and more joined BoF and Klaviyo to discuss the urgency to drive loyalty in a fragmented market.
On September 30, Business of Fashion and CRM platform Klaviyo hosted a leadership breakfast in Paris to discuss customer interactions at scale. The event, held under Chatham House Rule, featured executives from luxury fashion brands such as Balenciaga, Jacquemus, Kering, Dior, Agnes B. and Sessun. The focus was on what drives brand loyalty today as value-conscious consumers navigate a saturated market and increasingly use multiple channels.
Fashion consumers now discover, evaluate, and convert across social media, social commerce, physical retail, marketplaces, and AI-powered recommendations. As discovery decentralises and acquisition becomes more expensive and less predictable, brands need to offer customers reasons to return. Luxury faces added pressure, with the global customer base shrinking from approximately 400 million in 2022 to 340 million in 2025.
Heritage and exclusivity alone no longer command loyalty or justify premium prices. Brands must earn it through superior product, meaningful experiences, and a distinct point of view. To achieve this, brands should build strategies around the customer, not the channel. Smaller brands can have more agility than conglomerates to build a 360-degree customer view by linking systems together and capturing the right information at a customer's first interaction.
Understanding customers' preferences, such as their birthday, holiday destinations, and shopping habits, is crucial. This enables brands to create a consistent experience, where customers are recognised as the same individual across online, in-store, and customer service interactions. Recognition can be as simple as remembering when customers are likely to return, such as a text reminder from a Miu Miu sales associate about their next visit.
For luxury brands, the experience between purchases can be just as important as the transaction itself. By focusing on the whole customer journey, brands can turn first-time buyers into long-term advocates.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
