Regent’s University London recently welcomed John Scaramuzza, Chief Commercial Officer at Alexander McQueen, for the final Visiting Professorship of the academic year. Described as a ‘legend in the luxury retail space’, John shared his wealth of experience in the fashion industry and insights into how McQueen creates exceptional client experiences.
The philosophy behind the brand
At the heart of Alexander McQueen is a commitment to self-expression, British heritage, and craftsmanship. John described how the brand’s founder, Lee Alexander McQueen, built a house known for its attention to silhouette, cut, and proportion, often inspired by the natural world and cultural influences. Under new Creative Director Seán McGirr, McQueen is continuing to evolve, staying true to its roots while embracing modern influences.
A key focus for the brand today is storytelling across digital and social platforms. John discussed how McQueen is offering followers a behind-the-scenes look at the creativity, chaos, and energy that goes into its iconic runway shows.
The McQueen Odyssey: crafting the ultimate client journey
Luxury retail is about more than just selling - it’s about building meaningful relationships with clients. John introduced The McQueen Odyssey, a concept that guides customers through a journey of discovery and connection with the brand.
‘We’re not just a luxury house; we’re a business too’, John explained. ‘It’s the initial impression with our clients that’s so fundamental - you don’t get a second chance to make a first impression’.
The McQueen Odyssey is built on three key client experience indicators:
- Engagement - creating a deep emotional connection
- Empowerment - making clients feel confident and valued
- Emotion - ensuring each interaction is unforgettable
John emphasised that emotion drives luxury purchases, explaining: ‘The luxury goods industry is expensive and not always rational - how you make someone feel is what truly matters’.
Mastering the art of clienteling
John took a deep dive into the skills and expertise behind McQueen’s client journey, outlining the structured yet personal approach McQueen takes to luxury retail.
‘It’s not enough to just tell our team what to do’, he said. ‘They need to feel engaged in the client journey and believe in it’.
McQueen’s VIP clients play a significant role. These clients enjoy exclusive experiences, from private dinners to front-row seats at fashion shows. However, attracting younger clientele is also a priority, with entry-level luxury products at more accessible price points helping to introduce new audiences to the brand.
He also extended an invitation for students to visit a McQueen store to experience The McQueen Odyssey firsthand. As the session wrapped up, John left the audience with a key takeaway: ‘Every client counts. Every connection is important. Everything we do is deliberate’.