Why Relevance Is the New Currency in Fashion Marketing with Josh Henry-Hicks

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