Growing high-end fashion brands where brand is everything and now building the agentic commerce infrastructure that keeps you visible, trusted and buyable in an AI-first marketplace.
One of the questions I get asked most often by brands that should be running experiments is some version of "What tool do we need to get started with A/B testing?" It's usually not the real question. The real question is closer to: "What&
Something I've been observing with a few brands I consult for. The performance team is optimising ad copy, tweaking bids, and running creative tests. They are doing everything that's worked for the last decade. Meanwhile the AI is generating product responses from a Google Merchant Centre
I checked the schema output on a new client's Shopify store last month. Dawn theme, freshly updated, no customisation. The product pages had Product schema including name, price, availability, a description. No GTINs. No brand entity. No manufacturer field. Organisation schema existed on the homepage with a name
Why drop-model brands with clean structured data will own the consideration set before their campaign goes live Something I've been explaining to brands more frequently over the past few months is the difference between a storefront and an entry point. Most fashion brands treat them as the
How Google Universal Cart and structured data will change ecommerce drop models tactical approach. I've spent a long time thinking about where in the funnel drop-model brands actually lose customers. Most of the work I do sits in the familiar places. Product pages that don't
Something I've personally noticed across several drop-model brands I've worked with: the ones that struggle to capture AI-driven traffic during a drop almost always have the same problem. Not their paid strategy. Not their creative. Their entity data hasn't been touched in
Most Fashion Brands Don’t Do This Critical Step About eight months ago I was asked to help a fashion brand on their agentic ecommerce readiness. The brand was four weeks out from their biggest drop of the year. Paid was dialled in, creative brief was solid, their email list
Use your structured data to protect your fashion brand against counterfeit websites Most fashion brands I see are fighting counterfeits with the wrong tools. They use the following. DMCA takedown requests which can be hit or miss. Brand protection services without guarantees. Paid branded search as a defensive tactic. All
Something I've been sitting with for a while is the gap between how brands think about reviews and what reviews are actually doing in an agentic commerce environment. Most ecommerce teams I work with have a reasonably sophisticated onsite review strategy. Star ratings above the fold. Review carousels
I've been thinking about something a researcher said recently in a podcast conversation about the ChatGPT ad rollout. She spent close to two decades tracking the growth of social media as a commercial channel and was one of the first analysts to formally call it as a major
Something I've been looking at more closely over the past few months is GTIN ownership. Not whether brands have GTINs on their products because most do. I’ve been looking at who the GTIN is registered to at the GS1 level. This may sound dull as dishwater but
The commercial landscape is undergoing a quiet yet profound mutation. For decades, online shopping followed a predictable choreography: search, click, purchase. Efficient, mechanical, transactional. Now a different pattern is surfacing. Agentic Commerce is reshaping the journey into something more subtle: discover, trust, authorize. Instead of humans rummaging through digital shelves,