Building an Iconic Australian Brand | Alexandra Bell, Founder of Alexandra

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

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.

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

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

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