Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
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Chapter 4 / The ambition

Build one of the world's most desirable digital fashion destinations.

Make Ajeworld.com the digital flagship of the Aje World. Where culture creates desire, intelligent discovery connects women with the right products, and exceptional experiences build lasting customer relationships.

The ambition is to create a destination women actively want to visit for fashion, inspiration, styling and discovery, and make it exceptionally easy to shop.

Explore the thinking

Double Digital

2×digital revenue
The commercial challenge

Double digital revenue over three years, profitably and without compromising the brand.

The wardrobes

Three Wardrobes.
One Customer.

Three distinct wardrobes. More opportunities to connect.

In Australia and New Zealand, Aje has three distinct wardrobes, each serving different occasions, customer needs and price points.

Aje wardrobe reference
Wardrobe 01

Aje

Occasions, celebrations and statement dressing

Aje Studio wardrobe reference
Wardrobe 02

Aje Studio

Work, weekends and everyday style

Aje Athletica wardrobe reference
Wardrobe 03

Aje Athletica

Movement, wellness and active living

Use shared customer insight to identify relevant opportunities for discovery, personalisation and cross brand engagement — without forcing the wardrobes together.

Commercial opportunity

Grow customer frequency, cross brand penetration and lifetime value.

AU/NZ opportunity. International digital growth remains focused on core Aje, supported by market specific localisation.

The conversion engine

Five Priorities to Build the Digital Flagship

Connect inspiration, discovery, conversion and customer value.

  1. 01

    A globally relevant flagship

    What changes

    A consistent premium brand experience with localised merchandising, seasonal content, currency, delivery and service. Distinct wardrobes where available.

    Commercial opportunity

    International conversion, organic growth and market relevance

  2. 02

    Intelligent product discovery

    What changes

    Better search, occasion led navigation, product merchandising, conversational styling and complete the look edits

    Commercial opportunity

    Conversion, range discovery, AOV and sell through

  3. 03

    Inspiring content and buying confidence

    What changes

    Shoppable editorial, creator styling, premium PLPs, product video, fit guidance, diverse imagery and clearer PDP calls to action

    Commercial opportunity

    Engagement, add to cart, conversion and fewer avoidable returns

  4. 04

    Membership and customer relationships

    What changes

    Easier account creation, wishlists, preferences, lifecycle CRM, personalisation and clienteling

    Commercial opportunity

    Repeat purchase, frequency, retention and lifetime value

  5. 05

    Service and trust at every step

    What changes

    Faster mobile journeys, transparent delivery and returns, relevant shipping propositions, styling support and frictionless checkout

    Commercial opportunity

    Conversion, customer satisfaction and profitable growth

The outcome

A more inspiring, discoverable and profitable digital flagship that turns brand desire into long term customer value.

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