New Aje website focuses on high-quality imagery, detailed product information

Heather McIlvaine

12th May 2020

Australian fashion brand Aje has relaunched its e-commerce site with the aim of turning the platform into a global, digital flagship.

Going live last week, the new website features high-quality imagery and detailed product information, including fabrication, fit and styling notes, as well as inspirational content and advice from global tastemakers.

It also supports a new virtual styling service, making the website the next best thing to shopping in-store.

“We’ve introduced a powerful zoom function and enhanced product details, which customers are spending more time exploring. Next steps for us include [an] interactive size guide and product videos,” Adrian Norris, co-founder and CEO of Aje, told Internet Retailing.

The site relaunch was already in the works when COVID-19 struck, and as more consumers started shopping online due to social distancing restrictions, the project became even more pressing.

Before it was forced to temporarily close its bricks-and-mortar stores, Aje’s online sales accounted for 42 per cent of its total business. So far this year, they are up 145 per cent year on year

“The website is essentially the brand’s flagship platform, with the full product catalogue but also where all channels work together and complement each other,” Norris said.

He added that it will be important to continue to optimise functionality, by offering click and collect and find in store options, for instance.

“It’s our aim that both touchpoints between the offline and online experience are seamless, and that the Aje customers has a consistent experience across all touchpoints,” he said.

Available in 75 countries around the world, the new site will also support the brand’s international expansion plans.

According to Norris, outside of Australia and New Zealand, the brand currently sees strongest demand from the US, Middle East, Hong Kong, Singapore and, more recently, the UK.

The retailer has localised versions of its website for Australia and New Zealand, and another version for the rest of the world.

“This allows us to localise and ensure the most premium experience for customers across different seasons and regions,” Norris explained.

“Our international customers love our statement fashion pieces and are drawn to pieces they have seen on international influencers, on the streets of fashion week and in coveted global fashion titles.”