How do luxury brands create desire through digital strategy and e-commerce?

Today's conversation explores digital transformation at LVMH with Theresa Austin, who built one of the group's most powerful internal tools for digital transformation — reshaping how luxury brands use data and insight to drive performance, not just reporting.

You'll hear how to design digital experiences that feel luxurious and emotionally compelling while driving commercial results — from personalisation and CRM strategy to customer journey design, scaling digital without diluting brand value, and presenting insight that earns leadership buy-in.

What You'll Learn:

→ Translating luxury in-store experiences into digital environments

→ Building seamless digital ecosystems for brand storytelling

→ Personalisation that feels curated, not invasive

→ CRM strategy for luxury customer loyalty and retention

→ Balancing global brand consistency with local market execution

→ Using data and insight to complement creative intuition

→ Avoiding e-commerce pitfalls that erode luxury margins

→ Digital transformation strategies for heritage luxury brands

→ Engaging new generations through TikTok without diluting brand value

Whether you're a luxury brand manager, e-commerce director, digital strategist, or studying luxury management, this episode offers practical frameworks for navigating luxury e-commerce with strategic clarity.

CHAPTER MARKERS

00:00 — Luxury E-commerce vs. Mass Market Efficiency

00:38 — Theresa Austin: A Journey into Digital Luxury Strategy

01:25 — Understanding Desire: The Essence of Luxury Branding

01:54 — Creating Seamless Digital Experiences in Luxury

03:05 — Visual Storytelling: The Power of Product Imagery

04:02 — Luxury Customer Journey Design: From Discovery to Purchase

08:46 — Personalisation in Luxury Marketing: Elegance and Restraint

11:05 — CRM Strategy and Customer Loyalty in Luxury

14:39 — Scaling Digital in Luxury: Growth Without Dilution

18:22 — Global Brand Consistency vs. Local Market Execution

23:11 — Luxury Marketing Metrics That Influence Leadership Decisions

27:53 — The Future of Luxury Digital Strategy

33:28 — Career Guidance for Emerging Luxury Professionals

36:28 — The Magic of Luxury: Celebrating Memorable Moments

CONNECT WITH THERESA AUSTIN

https://www.linkedin.com/in/theresajaustin/

LUXE CONSUMER IQ:

www.luxeconsumeriq.com

www.luxeconsumeriq.com/newsletter