Editorial Commerce: Making Fashion Part of Discovery
Build on Aje's existing editorial led product listings by introducing more impactful campaign imagery directly into the product grid.
Use larger, immersive visuals alongside shoppable products to create a stronger connection between the collection's creative story and the pieces customers can buy.
01
Brand led discovery
Oversized editorial imagery brings Aje's creative identity into the shopping journey.
02
Seamless shopping
Campaign storytelling sits alongside clear, model led product imagery, making it easy to discover and shop the collection.
03
Elevated merchandising
A curated mix of imagery creates visual interest while maintaining clear product information, filtering and quick add functionality.
04
Commercially focused
Designed to increase product engagement, encourage deeper collection exploration and ultimately improve conversion.
The product page
Inspire
Campaign and editorial imagery alongside clear ecommerce photography.
More diverse models to support a global brand.
Movement video, garment detail and craftsmanship.
Styling inspiration from content and creators.
Reassure
Clearer fit notes and size guidance.
Live stock inventory (1 left) and store stock search.
Local availability, estimated delivery dates and returns clarity.
Convert
Click and collect as a clear option (especially for last minute events).
Easy path to request a virtual styling session or to book in store styling.
Make the Add to Bag button clearer, with a potential Buy Now option.
Mock up / The product page
As not every piece could get the full campaign and editorial treatment, ideally work to executing for garments over a certain price point.
Delivery
Remove Delivery Friction to Unlock Conversion
The opportunity
For occasionwear customers, delivery certainty can be as important as the product itself. A customer shopping for an upcoming wedding or event may abandon a purchase if she isn't confident the dress will arrive in time.
At the same time, a single free shipping threshold may not be commercially appropriate across Aje, Studio and Athletica, given their different price points and basket values.
What to examine
Shipping related abandonment and conversion by brand, product category and order value.
Whether delivery timeframes or uncertainty are contributing to abandonment on high value occasionwear.
The relationship between shipping thresholds, conversion, average order value and contribution margin.
Potential opportunities to test
01
Delivery confidence on PDPs
Display clear, location based estimated delivery dates before customers reach checkout.
02
Same day delivery
Explore partnerships with Uber Direct or DoorDash Drive for eligible metropolitan orders, particularly last minute occasionwear purchases.
03
Click & Collect
Make local store availability and collection options more prominent on product pages.
04
Brand specific delivery benefits
Test differentiated free shipping thresholds or member benefits based on basket economics.
Mock up / Delivery confidence on the product page
Know when it arrives, before she gets to checkout.
An estimated arrival date for her location.
A quick check for same day delivery eligibility.
Click & Collect from a boutique, with local availability.
Commercial opportunity
Product pages
Higher engagement, more adds to cart, fewer returns, and content built for purpose that lifts AI search rankings.
Delivery
Less purchase hesitation, recovered conversions and higher revenue per session, while protecting delivery contribution.
