| 1. One global flagship: one platform, three front doors, landed pricing |
Split domains, three equal tabs, promotions bleeding into Aje, foreign currency, surprise duties |
International conversion, organic traffic, cross-brand shopping |
| 2. Problem-first discovery: search that works, an AI stylist, occasion hub, complete the look |
Searches that return nothing, shoppers who leave after one product or one brand |
Conversion, AOV, range sell-through |
| 3. Fit confidence |
Sizing doubts and costly returns |
Conversion, return rate, margin |
| 4. Membership and lifecycle CRM |
Discount-led acquisition, no reason to return |
Repeat rate, full-price mix |
| 5. Service and trust, including styling online |
Unanswered emails, unclear returns, poor reviews; styling limited to some stores |
Conversion, reputation, legal risk, basket size |