Elevating client experience through Motorsport
Luxury and sport have long walked together, but LVMH’s partnership with Formula 1 has marked a transformation. Starting in 2025, this decade-long deal – worth nearly €100 million annually – will revolutionize the way luxury engages with its audience.
By starting a new chapter in luxury marketing, the partnership will offer fresh opportunities to enhance the customer journey. LVMH icons like Louis Vuitton, Moët Hennessy, and TAG Heuer will craft memorable experiences in the fast-paced world of motorsport.
Expanding touchpoints in the customer journey
CX (Customer/Client Experience) has always been central to LVMH’s success. Through this F1 partnership, the group is extending its touchpoints beyond traditional luxury settings to create immersive and aspirational moments.
Imagine sipping Moët Hennessy champagne in a private suite overlooking the finish line. Picture the precision of TAG Heuer’s timekeeping as drivers push their limits. These experiences go beyond showcasing products. They foster emotional connections, allowing LVMH’s clientele to engage with its brands in unforgettable ways.
An integrated path: from the track to the boutique
LVMH aims to integrate the customer journey seamlessly, connecting the excitement of the racetrack with exclusive luxury offerings. At F1 events, attendees will enjoy privileged access to unique products, such as LV racing-inspired collections or TAG Heuer timepieces commemorating specific races.
This exclusivity will strengthen the bond between LVMH and its UHNW customers, inviting them into a luxurious, rarified world. The global reach of F1 will further enhance this strategy by enabling the group’s engagement with diverse markets and cultures.
Innovation and personalization at every touchpoint
This partnership is about more than visibility. It’s about delivering cutting-edge customer experiences. Stefano Domenicali, CEO of Formula 1, highlighted the shared “incessant pursuit of excellence” between the sport and LVMH. This synergy will inspire innovations such as interactive in-race experiences or augmented reality fashion showcases, enhancing engagement.
Frédéric Arnault’s leadership in this project signifies a transformative era for LVMH, reshaping how luxury brands engage with their clientele. Building on his innovative approach at TAG Heuer, he’s set to pioneer initiatives that merge physical and digital realms. By offering a deeply personalized experience, he’ll meet the expectations of F1 enthusiasts who align with the LVMH brand ethos.
To understand how your brand can approach innovative personalization in CX, contact Lexden Luxe for expert guidance and strategies tailored to the UHNWI segment.
