In a complex environment in which luxury brands must redefine their very purpose, the customer experience has become the primary driver of desire, loyalty, and brand storytelling.

On January 15, 2025, the leadership team of Cartis hosted a conference for the ESSCA Alumni Luxury Club, centered on the theme “How Luxury Is Being Reinvented Through the Customer Experience.”

Pierre-Antoine Coutand, VP Guest Experience & Global Brand at Orient Express; Rodolphe Streichenberger, Retail & Operational Marketing Manager at Guerlain; Marion Creuzet-Kenesi, BU Manager at Burdel / Épicerie de la Tour d’Argent; and Xavier Hurault de Ligny, former Commercial Director at Mandarin Oriental Lutetia, Paris and at Fouquet's Paris, shared their firsthand experience at the heart of these iconic maisons and prestigious establishments.

Our discussions explored, among other topics, the now unquestionable role of experience at the core of luxury brand strategy; the enduring power of tradition and long-term vision in an age of instant gratification; the essential role of training and intergenerational knowledge transfer; the need to fully integrate sustainability and social responsibility without ever diluting a maison’s heritage and DNA; the distinction between attraction and true emotional attachment; the importance of curiosity, authenticity, and coherence in embodying a great house; and the growing influence of Millennials within the luxury clientele, along with the new expectations this generation places on brands.

These rich and engaging conversations continued over a cocktail reception organized by the ESSCA Alumni team.

Our heartfelt thanks go to all the speakers for the quality and depth of their insights, as well as to the ESSCA Alumni team for the flawless organization of this event.