According to the Digital Innovation Director at Louis Vuitton, what role does innovation play?

Innovation is integral to the luxury brand’s identity and serves as a means to preserve and transmit the rich heritage of craftsmanship, or savoir-faire, into the future. This approach highlights how innovation is not solely about new technologies or products but also about maintaining the essence and values that define a brand like Louis Vuitton. By using innovation thoughtfully, the brand can modernize its offerings and enhance customer experience while still honoring its storied past. This reflects a deep understanding of the balance between tradition and modernity, ensuring that the artistry and skills developed over generations continue to thrive in a contemporary context.