The Guest List: recruitment.

1. She sees it: the film cut down for Instagram, TikTok and YouTube; a "You're on the list" reveal of each guest; Pinterest when she searches "wedding guest dress".
2. She stops: a face she knows is on the list, and the film feels like an invitation to a day she wants to be at, not an ad.
3. She searches and clicks: Aje owns occasion search with The Guest List edit, by occasion, dress code and season; the AI stylist answers "a wedding next month, comfortable, under $600".
4. She trusts it: prices in her currency including duties, clear returns, fit notes, and virtual or in-store styling.
5. She chooses Aje, not another brand: the attitude, the craft and a styled answer for her moment.
6. She buys and comes back: a welcome into membership; her event date triggers a styled edit, then Aje Studio and Aje Athletica for the rest of her week.

Measuring it: new customers by market and cost per new customer; branded search lift in campaign markets against holdout markets; Pinterest saves and follows; 90-day repeat rate of recruited customers.