The thinking behind it.
| Aje: the moments that matter | Aje Studio: everyday, elevated | Aje Athletica: the active life |
|---|---|---|
| Wedding guest, bridesmaid, mother of the bride | Starting a new job | New Year reset |
| Engagement and bridal | Weekend brunch and long lunches | Pilates and reformer classes |
| The races and spring events | Holiday packing and summer linen | Tennis season and the Australian Open |
| Black tie, galas and openings | Wardrobe refresh each season | Travel days and lounging |
| Birthdays and milestone dinners | Gifting | Wellness weekends and retreats |
| Date night and anniversaries | ||
| Holiday and resort travel |
What she needs at every moment (the frame around the slide):
- Dress me for the moment: the right edit before she knows she needs it.
- It's my style: recommendations that reflect what she's bought and loved, across brands.
- Easy to buy, anywhere: store, online, styling appointment, her currency.
- Make it feel special: service, packaging, styling notes; never a discount-led experience.
- Know me across Aje: one customer, whether she's in Athletica on Monday or Aje on Saturday.
- Recognise and reward me: membership tiers, early access, Aje Table invitations.
The cross-brand bridge: the Athletica pilates customer is introduced to Aje Studio for weekends, and the Studio customer to Aje for her next occasion. Lifetime value grows by moving across the portfolio, not by discounting within one brand.
Styling is the bridge. Styling appointments run in Aje stores and are being tested in the one Studio store. Extend the service rather than the store estate:
- Virtual styling for every customer and market, run by the existing store stylists.
- Styling as the cross-brand moment: high-value Athletica and Studio customers are invited to an Aje styling session timed to their next occasion.
- A lighter Athletica version: a fit and activity consult (pilates, tennis, travel) rather than full styling.
- Prove it with the Studio test: compare styled and unstyled customers on conversion, basket size, cross-brand purchasing and lifetime value, as the business case for extending styling.
Every store format plays a role. Single-brand stores recruit brand-loyal customers; combined stores and styling introduce the rest of the Aje world. Comparing customers from each format (cross-brand rate, frequency, lifetime value) answers the portfolio question with data in the first 90 days.
The always-on journeys underneath:
| Journey | Trigger | What she receives |
|---|---|---|
| Welcome into membership | First purchase or sign-up | The Aje world, styling notes, her member benefits (replacing the 10% code) |
| Browse and basket | Viewed or abandoned pieces | The piece styled in a story, fit notes, a stylist offer for high-value baskets |
| Post-purchase care | Order delivered or store purchase | Care for the piece, how to wear it three ways, complete the look |
| Occasion | A wedding or event date she shares, or occasion-led browsing | A styled edit timed to the date, with a styling appointment |
| Cross-brand introduction | Buys one brand only | Aje Athletica customers introduced to Aje, and the reverse |
| Replenishment | Time since a basics purchase (Athletica leggings, Studio essentials) | A timely reminder of her size and colour |
| Wishlist and stock | Low stock or back in stock on saved pieces | A prompt before it sells out at full price |
| VIP and milestones | Lifetime value tier or anniversary | Early access, previews, Aje Table invitations |
| Win-back | Lapsed by predicted purchase cycle | The current narrative chapter, not a discount first |
| Store to online | After a styling appointment | Her edit from the stylist, shoppable online |
Measured by: share of revenue from CRM, repeat rate, time to second purchase, cross-brand shoppers, and incremental revenue against holdout groups.