LVMH's next-gen luxury consumers are digital-first, often discovering brands online before visiting a store. The company calls its strategy "digital craftsmanship": using 3D visualization and immersive tech to recreate the emotional impact of in-person shopping on digital channels.
It is inevitable that the next generation of clients are digitally native. We already know that. And very often, as much effort as we put into a beautiful boutique, the merchandising, the signature scent, training the client advisors, oftentimes the first time a young client will encounter a brand is online because they might not have a store. They're intimidated to go in. And so if their first encounter is online, how do you make sure that that same emotional experience that you get when you walk into a store is translated into the digital experience. And so that's why we termed kind of like the expression digital craftsmanship that we use quite a lot. One, it's really resonated with a lot of our execs. And it helps kind of push our agenda, which is looking at how do your products look like online. So we're really investing in things like 3D, real-time 3D, and really kind of the level of detail that's possible.
