Working closely with brand leadership, we conducted a comprehensive research phase — quantitative and qualitative — spanning both customers and employees. Customer research uncovered what was driving low conversion and retention, and what the Saint Laurent experience needed to feel like to build genuine desire and loyalty. The employee research included an assessment of the employee journey, which surfaced critical gaps in the conditions, tools, and support that store teams needed in order to deliver the desired experience.

From those insights, we designed the full Saint Laurent Customer Experience — developing the Customer Promise, mapping the end-to-end Customer Journey, and defining the service standards and signature moments that would bring it to life consistently across all touchpoints. Closing the employee journey gaps was built into the work as a prerequisite, not an afterthought. The work was then designed to be owned and led from within — so we created and delivered a Train the Trainer programme to equip retail leaders to cascade the new experience to their teams with confidence and authenticity.