The thinking behind it.
Complete A$10M allocation amounts are not supplied in the draft.
| Investment | Objective | Expected outcome | Measured by |
|---|---|---|---|
| International demand media | Recruit customers in US, UK and EU | New international customers at a falling acquisition cost | New customers, cost per new customer, LTV by market |
| Brand platform and campaigns | Two narrative films a year that power every channel | Higher branded search and full-price demand | Branded search, organic and direct traffic, full-price sell-through |
| Paris Fashion Week and showroom | Fashion authority and wholesale doors | Press coverage and new wholesale partners | Earned media value, wholesale orders |
| Talent and celebrity dressing | Change perception in new markets | Spikes in search and traffic after appearances | Search lift, social growth, sell-through of worn pieces |
| Customer data, flagship and membership | One view of every customer across brands, channels and markets; convert and keep the demand created | Better media match rates, higher conversion, repeat and full-price mix | Match rate, cost per new customer, conversion, repeat rate, member revenue share |
| Friends of Aje and content studio | More stories from every shoot | More range exposed without more posting | Engagement, content cost per asset, range sell-through |
| Aje Table events and market tests | Build community in priority cities | Proof points before scaling a market | Attendee conversion, local press, city-level traffic |