CHRISTOPHE CAÏS OF CXG: OF STRATEGY, TRANSFORMATION AND AI-DRIVEN INSIGHTS

Christophe Caïs, is the Founder and CEO of CXG, a leading customer experience consulting and transformation agency for premium and luxury brands, For Caïs “today, luxury is no longer solely about the product itself. It has evolved into an experience that aligns with the changing values of modern consumers. Luxury is now about forging emotional connections and curating moments that leave a lasting impression.”

Essentially for Caïs “at the core of luxury lies the concept of time. Time spent sourcing the finest materials, time invested in craftsmanship, and the time required to design an exceptional experience - all contribute to the essence of luxury. Time also elevates luxury through heritage, storytelling, and rarity. Rarity, of course, only grows with age, transforming objects into heirlooms.

Luxury flourishes in its paradox: old money reveres timeless refinement, while new money seeks reinvention and status. A vintage Vacheron Constantin embodies generational wealth, while a brand like Off-White disrupts convention, appealing to a new wave of luxury consumers hungry for exclusivity in the present.

As to who their customer is, Caïs says, “at CXG, we partner with some of the world’s most renowned brands, from Louis Vuitton and Ferrari to Dior, helping them craft exceptional customer experiences that drive engagement, loyalty, and commercial success. Our approach integrates strategy, transformation, and data-driven insights to refine every touchpoint of the customer journey.

To meet and exceed the expectations of affluent customers, we equip brands with the right tools and expertise across the entire customer experience ecosystem - spanning customer, employee, brand, and in-store experiences. We work with brands to define and refine their signature experience, ensuring every interaction is built on exclusivity, personalisation, and emotional impact. From experience design and omnichannel retail performance to optimising in-store concepts, we help create moments that captivate and inspire.

We have led transformational projects for the world’s most distinguished luxury retailers, redefining customer engagement and enhancing every aspect of the retail experience. By blending strategy, data-driven insights, and human expertise, we drive measurable impact, stronger client loyalty, and lasting transformation, accelerating brands on their journey to retail excellence.

As to the “dupes” movement, Caïs goes on to explain that “the current economic situation in China has undoubtedly influenced consumer behaviour, including in the luxury sector. In addition, or as a consequence, dupes have become an acceptable alternative that brands need to fight. To do so, brands must reclaim what makes them stand out and reinforce the core pillars that define luxury. First, Unquestionable Quality. Then, Sustainability & Traceability. On to Resale & Longevity and eventually Unmatched Experience. Luxury is not just about what you buy - it’s about the craftsmanship, the story, and the connection it creates. Brands that double down on these principles, rather than diluting their value, will continue to set the standard for the industry.”

The Gen Z factor is not lost on Caïs. “Luxury today isn’t just about what you own, it’s about how it makes you feel. Gen Z, in particular, is redefining luxury by prioritising experiences over possessions, seeking authenticity, emotional connection, and personalisation at every touchpoint. They are drawn to brands that offer meaningful engagement, immersive moments, and a sense of belonging, rather than just status symbols.” He explains further, “Luxury is evolving into something far more dynamic and personal, where the value lies in the story, the craftsmanship, and the way it resonates with the individual. The brands that succeed will be those that understand this evolution—offering not just products, but experiences that leave a lasting emotional impact.”

When it comes to the question if luxury is merely a construct or a concept, Caïs goes “luxury is not solely defined by tangible elements such as craftsmanship or material cost - though these factors play a role. It is also deeply rooted in intangibles: exclusivity, status, and emotional resonance. However, true luxury goes beyond perception.” In the end, “authentic luxury, when grounded in quality, substance, and time, retains its significance and enduring appeal.”

Caïs knows about how everyone wants to have a luxurious tailored experience, “the desire for tailored experiences is reshaping the luxury industry, but the reality is that not every customer can receive the same level of personalisation. True customisation at scale is neither realistic nor economically viable.” Practically speaking, “luxury brands already excel at this with their VIP clients, offering bespoke services, private shopping, and exclusive events. The next opportunity lies in extending tailored experiences to the segment just below VIP—loyal customers with strong purchasing potential. These are individuals who have demonstrated a commitment to the brand and, with the right engagement, could significantly increase their lifetime value. By focusing on this segment, brands can nurture deeper relationships without overextending resources.”

One such example he gives is “AI and data-driven insights play a critical role in enabling this strategy. Brands can use predictive analytics to identify high-potential customers, understand their preferences, and offer personalised recommendations, exclusive product access, or enhanced in-store experiences.

That the GCC is the playground of some very wealthy potential customers with money to burn is no secret. Caïs says that “the luxury market in the GCC is driven by a wealthy, young, and highly discerning consumer base that values exclusivity, cultural resonance, and deeply personalised experiences. Unlike other markets facing economic slowdowns, the region remains a key driver of growth, with high-net-worth individuals continuing to invest in luxury, whether in fashion, accessories, automotive or hospitality.” For him “localisation” is the key. “Examples include Dolce & Gabbana’s UAE-exclusive collections and Dior’s “Dior Or” capsule for Ramadan, which reflect how luxury houses are embracing cultural nuances to forge deeper connections with their clientele.”

He leaves us with one future prediction to contemplate: “Additionally, experiential luxury is reshaping the landscape. The GCC, particularly the UAE and KSA, has positioned itself as a destination for ultra-high-net-worth individuals and luxury travellers, creating new opportunities for brands to engage their clientele beyond traditional retail.”