The thinking behind it.
- The customer thinks: "Aje is where I go when something matters, and for everything in between." She's a member who shops more than one Aje wardrobe, and she trusts the fit, the service and the price in her own currency.
- The fashion industry thinks: Aje is the independent house that earned its place in Paris, with a recognisable world and not just good dresses.
- Who wears Aje: a house ambassador with global credibility, Friends of Aje in every priority market, and women dressing for the moments of their own lives.
- What Aje is known for: made by hand, the Aje attitude (raw beauty, tough femininity, effortless cool), dressing her for every moment, and being shaped by culture, in Paris, New York, Seoul and Dubai.
- Commercially: online revenue doubled, international a much larger share, more customers shopping across brands, full-price mix up and member revenue the majority.
- The five things I did: built one marketing system around four pillars; built one view of every customer and put it to work across the business; replaced discounting with membership; built one Aje world online with three front doors and styling for everyone; recruited through occasions and trusted voices.