Fashion Business Mindset

The fashion brands cutting through today are not simply producing more content or investing in more platforms. They are developing a deeper understanding of their customer and using those insights to create marketing that feels timely, distinctive and genuinely relevant.
In this episode of the Fashion Business Mindset podcast, Elizabeth Formosa speaks with Josh Henry-Hicks, Founder and CEO of Insightly Media, about what fashion and ecommerce businesses need to understand as marketing becomes increasingly complex.
Josh explains why Meta, Google, TikTok and Pinterest should implement a brand’s strategy, rather than create it. The real work begins with understanding the customer, defining the brand’s differentiation and developing a clear messaging hierarchy that connects creative, media and commercial objectives.
Drawing on his experience across Australian retail, US ecommerce and agency leadership, Josh shares practical insights into customer psychology, creative strategy, analytics, AI and taking Australian brands into the US market.
They also explore the significant shift happening in content. Beautiful product imagery remains important, but relevance, authenticity and a genuine understanding of what is happening in the customer’s life are increasingly determining which brands earn attention.
ABOUT JOSH HENRY-HICKS
Josh Henry-Hicks is the Founder and CEO of Insightly Media, a consumer psychology-led marketing and creative agency working with fashion and ecommerce brands across Australia and the US.
Josh began his career inside Australian retail and ecommerce, including leading marketing at City Beach. He later joined MuteSix as an early team member and progressed to VP of Paid Social as the agency grew to approximately 450 people.
He founded Insightly Media to bridge the gap between platform-focused advertising and the broader customer, marketing and business strategy required to generate sustainable growth.
IN THIS EPISODE
Josh’s journey from Australian retail and ecommerce to building Insightly Media

Why media platforms should implement your strategy, not create it

How customer psychology shapes creative, messaging and media decisions

The content shift from product promotion towards cultural and customer relevance

What Australian fashion brands need to consider when entering the US market

Why successful US expansion requires localised operations, experiences and creative

How to connect Meta, Google, TikTok, Pinterest and organic content around one strategy

Using first-party data and market signals to better understand the customer

Where AI is strengthening marketing research, analysis and decision-making

Why human judgement remains essential when using AI

The routines, boundaries and support systems that help Josh operate as a CEO

Why authenticity, micro-niches and live shopping may shape the next era of fashion marketing

CONNECT WITH JOSH AND INSIGHTLY MEDIA
Josh Henry-Hicks on LinkedIn:
https://www.linkedin.com/in/josh-henry-hicks-32102951
Insightly Media:
Insightly Media | Industry Leading Marketing & Creative Agency.
LISTEN NOW
Listen to the full conversation to discover how fashion and ecommerce brands can build a more connected, customer-led and commercially effective marketing strategy.
Follow the Fashion Business Mindset podcast for more conversations with leading founders, executives and industry experts shaping the future of fashion business.
CONNECT WITH ELIZABETH FORMOSA
Website: Strategic Advisory for Fashion Founders | Fashion Equipped
Instagram: @‌fashionequipped
LinkedIn: Elizabeth Formosa
If you enjoyed this episode, please follow Fashion Business Mindset and share it with someone who would find this conversation valuable.
See omnystudio.com/listener for privacy information.

What began with a sold-out Melbourne pop-up has evolved into an international luxury resale business, pioneering a new way for customers to discover and shop pre-loved luxury.
In this episode of Fashion Business Mindset, Elizabeth Formosa is joined by Danielle Goodwin, founder of Hawkeye Vintage, Australia's pioneering luxury live-stream shopping platform.
Danni's entrepreneurial journey began in 2012, fuelled by her passion for discovering extraordinary vintage pieces and recognising their value. Her first Melbourne pop-up sold out in a single afternoon, setting the foundations for what would become a very different kind of retail business.
Today, Hawkeye Vintage is headquartered in Tokyo, delivering live shopping experiences for up to 18 hours a day across Australia, Japan, Singapore, Thailand and Dubai. Featuring coveted luxury brands including Hermès, Chanel, Rolex, Cartier, Gucci and Fendi, the business has built a loyal international community through an innovative approach that combines luxury resale, entertainment and real-time customer connection.
In this conversation, Danni shares the evolution of Hawkeye Vintage, the growing global appetite for pre-loved luxury and the opportunities emerging through live-stream shopping.
We also explore the commercial realities of building and scaling an international retail business, from global sourcing and inventory management to technology, logistics, customer insights and the importance of building trust.
Beyond the business, Danni reflects on her entrepreneurial journey, navigating growth, leading an international team and balancing the demands of business ownership with raising a young family.
During this conversation, we explore:
Danni's entrepreneurial journey and the evolution of Hawkeye Vintage.

The changing luxury resale market and what's driving demand for pre-loved designer fashion.

The rise of live selling and how it's transforming the retail experience.

Global sourcing, buying strategies and inventory management.

Building customer trust, community and long-term loyalty.

The team, technology and logistics required to operate live shopping internationally.

Using customer data and insights to inform buying, marketing and commercial decisions.

Leadership, entrepreneurship and navigating the challenges of business growth.

The future of Hawkeye Vintage and opportunities for further international expansion.

HAWKEYE VINTAGE POP-UP EVENTS
Experience Hawkeye Vintage in person at their upcoming Australian pop-ups:
Melbourne: Thu Oct 15, 2026 – Sun Oct 18, 2026
10am–7pm | 362 Little Collins Street, Melbourne
Sydney: 22–25 October 2026
10am–7pm | 300 Oxford Street, Paddington, Gadigal Country, Sydney, NSW
Visit Hawkeye Vintage for further information and event details.
CONNECT WITH DANIELLE & HAWKEYE VINTAGE
Website: Hawkeye Vintage
Instagram: @‌hawkeyevintage
CONNECT WITH ELIZABETH FORMOSA
Website: Strategic Advisory for Fashion Founders | Fashion Equipped
Instagram: @‌fashionequipped
LinkedIn: Elizabeth Formosa
If you enjoyed this episode, please follow Fashion Business Mindset and share it with someone who would find this conversation valuable.
See omnystudio.com/listener for privacy information.

Joshua Nunan is the Director of Platform Media & Services at THE ICONIC, where he leads the company’s retail media, partner marketing and fulfilment services.
Since joining THE ICONIC in 2018, Josh has progressed through several roles, from Senior Buyer to General Manager of Sports, Beauty and Home, before stepping into his current position.
In this episode, Josh takes us inside the evolution of THE ICONIC and the rapidly changing relationship between brands, retailers and platforms. He explains how THE ICONIC is helping its brand partners reach customers, create more seamless experiences and fuel mutual growth through media, marketplace and fulfilment solutions.
We discuss:
Josh’s dynamic career journey and the experiences that shaped his approach to retail

THE ICONIC’s evolution from start-up to scale-up and its continued focus on profitable growth

Why customer obsession must be lived throughout an organisation—not simply written on the wall

How THE ICONIC works with brands to create memorable physical and digital campaigns

The growing importance of data, real-time insights and measurable marketing

The differences between wholesale, marketplace, dropship and fulfilment models

How brands can combine marketplace reach with greater control over pricing and assortment

Why faster, consolidated delivery can strengthen trust and improve the customer experience

How retail media can support customers from discovery and consideration through to conversion

The changing customer journey and why the phone remains some of the world’s most valuable retail real estate

Why AI is foundational—not optional—and how it is accelerating content, personalisation and decision-making

What THE ICONIC’s B Corp certification represents for the business and its brand partners

The role of trusted leaders, mentorship and curiosity in Josh’s career progression

Josh’s approach to wellbeing and the routines that help him perform as a leader and working parent

What excites him about the next evolution of THE ICONIC and the future of retail

Energetic, insightful and generous, Josh shares a fascinating perspective on the future of retail and the opportunities ahead for brands willing to embrace change.
CONNECT WITH JOSH
Joshua Nunan Linkedin
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About Fashion Business Mindset
Fashion Business Mindset explores the real stories behind fashion brands, retailers and industry leaders. Hosted by fashion business strategist Elizabeth Formosa, the podcast shares practical insights on leadership, strategy and building resilient fashion businesses.
WORK WITH US
Work with Fashion Equipped
Fashion Equipped partners with established fashion businesses at pivotal stages of growth and evolution.
Elizabeth Formosa provides senior-level strategic advisory across strategy, structure, profitability and decision-making — helping founders and leadership teams navigate increasing complexity with commercially grounded perspective and clear direction.
This is experienced, considered guidance for building resilient, high-performing fashion businesses that are designed to last.
Interested in Strategic Advisory?
The Fashion Business Growth Roadmap is my signature strategic advisory engagement for founders and leadership teams at pivotal stages of growth. Together, we bring structure, financial clarity and a dynamic 12-month growth plan into the business.
Explore here:
The Fashion Business Growth Roadmap | Fashion Equipped — Fashion Equipped: Fashion Business Consulting
Connect with us:
Instagram: @‌fashionequipped
Podcast Insta: @‌fashionbusinessmindset
Facebook: Fashion Equipped | Melbourne VIC
Website: Fashion Business Consulting and Mentoring | Fashion Equipped
Interested in Sponsorship?
We invite expressions of interest from aligned brands, retailers and industry partners who want to support commercially grounded conversations shaping the future of fashion.
To learn more, reach out via email at elizabeth@fashionequipped.com.au or DM @‌fashionbusinessmindset
Let’s build your next phase of growth — with clarity and confidence.
See omnystudio.com/listener for privacy information.

What does it really take to build two fashion brands while protecting their creative identities, commercial foundations and long-term value?
In this episode of Fashion Business Mindset, Elizabeth Formosa speaks with Laura Liles, founder and creative director of Australian fashion labels Kinga Csilla and Ciao Ciao Vacation.
After spending a decade working across the Australian fashion industry, Laura launched Kinga Csilla in 2017 with a small collection, a $5,000 investment and a desire to create a more considered fashion business and workplace.
Laura shares the realities of building the brand through years of reinvestment, family sacrifice and what she describes as blind faith. She reflects on the early production challenge that forced her to strengthen the business, the importance of learning through difficult moments and the confidence that comes from experience.
The conversation explores Laura’s creative process and how she balances design instinct with customer feedback and commercial performance. She also takes us behind the scenes of her production network across India, Indonesia and China, sharing how she has built long-term relationships while maintaining quality, transparency and artisanal craftsmanship.
Laura discusses the inspiration and strategy behind launching Ciao Ciao Vacation, how she maintains a distinct identity for each label and the different roles wholesale and ecommerce play across the two businesses.
Elizabeth and Laura also explore selecting the right retail partners, supporting independent boutiques, protecting brand value, founder-led marketing and what is connecting with customers in the current fashion landscape.
They also discuss how Laura and her team are using AI across data analysis, reporting, technical processes and supplier communication, while protecting the human creativity at the heart of the brands.
The episode explores:
Laura’s decade of industry experience before starting her own brand

Launching Kinga Csilla with a $5,000 investment and no formal business plan

Building a self-funded fashion business through reinvestment and resilience

Learning from production challenges and strengthening quality-control processes

Balancing creative instinct with customer insight and commercial performance

Building production partnerships across India, Indonesia and China

Preserving artisanal craftsmanship as the business grows

The inspiration and strategy behind launching Ciao Ciao Vacation

Managing two brands with distinct identities, customers and price points

Balancing wholesale and direct-to-consumer growth

Choosing retail partners and protecting long-term brand value

Founder visibility, storytelling and what is working in fashion marketing

Using AI to support fashion operations, data and production

The mindset and support systems behind Laura’s journey

What excites Laura about the future of her brands and the fashion industry

CONNECT WITH LAURA AND HER BRANDS
Laura Liles on Instagram: @‌laura_liles_
Kinga Csilla: kingacsilla.com
Kinga Csilla on Instagram: @‌kinga_csilla
Ciao Ciao Vacation: ciaociaovacation.com
Ciao Ciao Vacation on Instagram: @‌ciao.ciao.vacation
WORK WITH US
––––––––––––––––
Upcoming Online Masterclass — Register Now
Join our upcoming AI for Fashion Masterclass
AI for Fashion E-commerce | Practical AI Systems to Create, Convert and Grow — Fashion Equipped: Fashion Business Consulting
About Fashion Business Mindset
Fashion Business Mindset explores the real stories behind fashion brands, retailers and industry leaders. Hosted by fashion business strategist Elizabeth Formosa, the podcast shares practical insights on leadership, strategy and building resilient fashion businesses.
Work with Fashion Equipped
Fashion Equipped partners with established fashion businesses at pivotal stages of growth and evolution.
Elizabeth Formosa provides senior-level strategic advisory across strategy, structure, profitability and decision-making — helping founders and leadership teams navigate increasing complexity with commercially grounded perspective and clear direction.
This is experienced, considered guidance for building resilient, high-performing fashion businesses that are designed to last.
Interested in Strategic Advisory?
The Fashion Business Growth Roadmap is my signature strategic advisory engagement for founders and leadership teams at pivotal stages of growth. Together, we bring structure, financial clarity and a dynamic 12-month growth plan into the business.
Book a Clarity Call with Elizabeth here.
The Fashion Business Growth Roadmap | Fashion Equipped — Fashion Equipped: Fashion Business Consulting
Connect with us:
Instagram: @‌fashionequipped
Podcast Insta: @‌fashionbusinessmindset
Facebook: Fashion Equipped | Melbourne VIC
Website: Fashion Business Consulting and Mentoring | Fashion Equipped
Interested in Sponsorship?
We invite expressions of interest from aligned brands, retailers and industry partners who want to support commercially grounded conversations shaping the future of fashion.
To learn more, reach out via email at elizabeth@fashionequipped.com.au or DM @‌fashionbusinessmindset
Let’s build your next phase of growth — with clarity and confidence.
See omnystudio.com/listener for privacy information.

There are plenty of external pressures impacting fashion businesses right now. Rising costs, cautious consumers, increasing competition and the growing cost of customer acquisition are all very real.
But what if some of the biggest threats to profitability are actually coming from inside the business?
In this episode of Fashion Business Mindset, Elizabeth Formosa looks at the decisions and behaviours that can quietly erode profit in founder-led fashion businesses.
From overbuying, poor merchandise planning and unplanned markdowns to margin erosion, marketing inefficiency, warehousing costs, data hygiene and operational cost creep, Elizabeth explores some of the profit leaks she sees most consistently across the industry.
She also looks at the responsibility of the founder as the business grows. You don't need to know everything, but when you find yourself acting as the buyer, merchandise planner, marketer or commercial leader without the necessary knowledge or training, how are you building that capability and getting the right support around you?
The episode explores:
Merchandise planning, inventory and open-to-buy

Protecting intake margin and reducing margin erosion

The true commercial impact of markdown and promotional activity

Sourcing, supplier terms and cash flow

Marketing efficiency, customer acquisition and lifetime value

Warehousing, technology and operational cost creep

Data hygiene and the numbers you should understand

AI, technology and productivity as part of the profitability equation

Training, upskilling and knowing when to seek external support

Founder accountability and stronger commercial decision-making

With the final months of the year still ahead, Elizabeth challenges fashion business owners to identify the biggest profit leaks in their business now, rather than waiting until year-end to ask where the profit went.
Because profit isn't just what happens at the end of the year.
It's the outcome of the decisions you make all year.
WORK WITH US
__________
Upcoming Online Masterclass — Register Now
Join our upcoming AI for Fashion Masterclass
https://fashionequipped.com.au/ai-for-fashion-e-commerce-register-now
About Fashion Business Mindset
Fashion Business Mindset explores the real stories behind fashion brands, retailers and industry leaders. Hosted by fashion business strategist Elizabeth Formosa, the podcast shares practical insights on leadership, strategy and building resilient fashion businesses.
Work with Fashion Equipped
Fashion Equipped partners with established fashion businesses at pivotal stages of growth and evolution.
Elizabeth Formosa provides senior-level strategic advisory across strategy, structure, profitability and decision-making — helping founders and leadership teams navigate increasing complexity with commercially grounded perspective and clear direction.
This is experienced, considered guidance for building resilient, high-performing fashion businesses that are designed to last.
Interested in Strategic Advisory?
The Fashion Business Growth Roadmap is my signature strategic advisory engagement for founders and leadership teams at pivotal stages of growth. Together, we bring structure, financial clarity and a dynamic 12-month growth plan into the business.
Book a Clarity Call with Elizabeth here.
The Fashion Business Growth Roadmap | Fashion Equipped — Fashion Equipped: Fashion Business Consulting
Connect with us:
Instagram: @‌fashionequipped
Podcast Insta: @‌fashionbusinessmindset
Facebook: Fashion Equipped | Melbourne VIC
Website: Fashion Business Consulting and Mentoring | Fashion Equipped
Interested in Sponsorship?
We invite expressions of interest from aligned brands, retailers and industry partners who want to support commercially grounded conversations shaping the future of fashion.
To learn more, reach out via email at elizabeth@fashionequipped.com.au or DM @‌fashionbusinessmindset
Let’s build your next phase of growth — with clarity and confidence.
See omnystudio.com/listener for privacy information.