How fashion house Aje styled a new digital experience


Looking to hone its brand experience, Australian high-end fashion house, Aje, has overhauled its website, improving its metrics and positioning itself to better rely on digital in the face of the Covid crisis.

The 12-year-old business, which has been built slowly and strategically, suddenly found itself needing to adapt and revamp its online presence as the crisis struck. It meant a rapid shift to the digital space to consistently communicate with its customers, focus on the core clothing line and keep the consumer encouraged with compelling content and design. 

The first steps were to overhaul the local website and ensure a consistent look and feel through all the digital channels, while keeping in mind the larger goal of expanding out through the international site.

“The time was right to have a revamp of the website. That also coincided with the business really focusing on the digital channel and the international expansion plans,” Aje head of ecommerce, Georgie Yates, told CMO.

And with the pandemic, the business invested more into digital marketing and it could adjust quickly. “We had to be reactive and adaptive. So with the digital revamp underway, that set us up because we’d done that kind of scenario planning and already laid the groundwork when the lockdown came into place,” Yates said.





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