The thinking behind it.
Indicative roadmap. Investment for years 2 and 3 requires costing.
| Year 1: fix and found (~1.25x) | Year 2: scale (~1.6x) | Year 3: 2x | |
|---|---|---|---|
| What happens | Customer data platform stitching all brands, store formats, sites and markets; store-format comparison; one flagship with three front doors and localisation; service and returns fixed; fit tools; virtual styling launched; measurement baseline and incrementality testing; membership launch; occasion hub | US and UK recruitment at scale using lookalike audiences; AI stylist and personalisation; store clienteling and endless aisle on full customer history; styling extended based on the Studio test; Aje Athletica tested online in the strongest international market; content studio; Seoul and Dubai tests | Scale winning markets; second and third wardrobes switched on where demand is proven; membership drives most revenue; cross-brand customers grow; wholesale partners feed DTC |
| KPIs | Single-customer-view coverage, media match rate, conversion, return rate, review score, member sign-ups, styled-customer value | New international customers, cost per new customer, repeat rate, cross-brand shoppers, Athletica test sell-through | Online revenue 2x, full-price mix, LTV to acquisition cost |
Indicative investment comes from the flagship and media lines of the $10M in year one, then scales with proven returns.