Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
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Discovery

Make it easy for her to discover what she is looking for.

One of the biggest opportunities is to rethink how women search for fashion.

Customers don't always think in product categories. They think in occasions, budgets, preferences and how they want to feel.

Explore the thinking

Double Digital

A woman might not search for a midi dress. She might be thinking:

“I'm going to a wedding in Italy next month. I want something distinctive, comfortable and under $600.”
OCCASIONWedding guest
BUDGETUnder $600
STYLEDistinctive
NEEDComfort and delivery confidence

A future Aje shopping experience could turn these needs into a curated, shoppable edit.

01
First

Fix search and merchandising

  • Make search smarter: better synonyms, filters and product tags, and no dead ends.
  • A search for “wedding dresses” should lead to bridal, wedding guest and occasion pieces, not depend on exact category names.
  • Report weekly on searches with no results, high demand terms, search exits and products that get little exposure.
  • Balance relevance, availability, full price potential and performance. How products are uploaded and tagged is key.
02
Next

Introduce occasion led discovery

  • Create a prominent “What are you dressing for?” experience, on the homepage as well.
  • Let her explore by occasion, bestsellers, dress code, season, destination, silhouette, colour, fit and budget.
  • It also helps merchandise a broader range around real customer needs, instead of adding more products to category pages.
Aje homepage with an AI assistant: I’m going to Italy and need a dress. My budget is $600.
The homepage entry point
We’ve got you page that summarises Italy, occasions and budget with a style direction
Understanding what she told us
Your Italy Edit: twelve dresses curated for the trip, all under $600
Her curated edit
03
Then

Test conversational shopping

  • Introduce an AI assisted stylist that understands natural requests.
  • It could ask about the occasion, date, preferences, fit, budget and destination, then recommend a styled edit using real stock and delivery information.
  • For higher value occasions, she can move to a real Aje stylist, virtually or in store.
  • Structure product data so search engines and AI shopping assistants can read occasions, fabrics, fit and availability.
The conversation
Understanding her needs
Curated results
Relevant guidance
Commercial impact

Higher search conversion, fewer zero result journeys, more products discovered, stronger full price sell through and improved order value.

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