The study analyzes after sales processes within the fashion and luxury supply chain, with a specific focus on Saint Laurent, part of the Kering Group. It first examines the strategic role of after sales in the luxury industry, emphasizing its impact on customer loyalty and brand value. The analysis then explores Saint Laurent’s current after sales practices, identifying critical issues and addressing challenges related to digitalization and sustainability. Building on this, the thesis proposes innovative tools and projects, and discusses the expected benefits in terms of operational efficiency, customer experience, and brand reputation. The results suggest that innovation and digital transformation are key drivers for optimizing after sales processes in the fashion and luxury sector, positioning them as a strategic lever for competitiveness in the global market..