The Monthly Edit | May 2025

Fashion Business InsightsExplore AllThe Monthly Edit

28 May

10 Minute Read

As we power into the second half of Q2, it’s clear that the fashion landscape is evolving faster than ever.

From AI-powered search and virtual try-on tools to hyper-personalised customer journeys — digital transformation is no longer optional, it’s expected. This month, The Monthly Edit unpacks how fashion businesses can prepare for what’s next — with practical strategies you can apply now.

We cover:

Key takeaways from Google I/O 2025 and how they’ll impact product discovery, search, and shopping
The tools and platforms we’re testing right now across AI, CRM, and eCommerce automation
Smart actions to boost your content, digital readiness, and customer intelligence

Thread Together - The Richmond Hub
Can’t-miss industry events like The Australian Cotton Forum and Life Instyle Melbourne, and why showing up matters
The latest podcast, reads, and Trend Reports shaping the future of fashion and retail

Whether you’re in growth mode, reviewing your tech stack, or refining your customer journey — this is your essential May business briefing.

Author: Elizabeth Formosa | 26 May 25

Digital Landscape Update: May 2025

What Google I/O 2025 Means for Your Fashion Business

At Fashion Equipped, we’re committed to helping brands stay ahead of the curve, and this month’s biggest digital disruption is coming straight out of Google I/O 2025.

If you’re a fashion business founder or eCommerce brand leader, here’s what you need to know, and how to translate these innovations into actionable strategy.

Google’s new AI Mode in Search, powered by Gemini 2.5 Pro, allows users to search using natural language and receive deeply contextual results — from custom lists to curated shopping suggestions. Agent Mode takes it further, performing tasks like purchasing directly from Search.
What this means for fashion businesses:

AI-powered discovery is replacing traditional search. Your brand needs to be visible within these experiences by:
- Structuring product data and metadata clearly
- Enhancing Google Shopping feeds and SEO
- Prioritising high-quality content across your digital platforms
Google has enhanced its Virtual Try-On feature using AI to create realistic outfit simulations — all from a single user photo. It’s designed to reduce returns and increase buyer confidence in fashion eCommerce. Currently available in the US and coming to Australia very soon.
Why it matters for your fashion brand:
Fashion businesses with high-quality imagery and interactive tech will win. Consider:
- Partnering with platforms that support try-on features
- Upgrading your product photography with multiple views
- Exploring integrations with virtual fitting tools
This is fast becoming an expectation — not a luxury.
AI Mode provides instant, summarised responses, while Deep Search crawls deeper to surface expert-level content tailored to complex questions.
What fashion brands should do:
- Focus on authoritative content: AI will pull answers from trusted sources.
- Ensure your website copy, blogs, and product pages reflect expert knowledge.
Position your brand as a thought leader in sustainable fashion, slow fashion, or style advice — whatever aligns with your niche.
Google’s latest AI updates now personalise shopping recommendations based on each user’s previous search history, preferences, and purchases across the Google ecosystem.
What that means for you:

Hyper-personalisation is here — and it’s changing the game.
To stay competitive, fashion eCommerce brands should:
- Invest in CRM tools and segmentation to mirror this level of precision.
  Platforms like Klaviyo are designed specifically for eCommerce, enabling you to build smart automations, behaviour-based flows, and tailored content across email, SMS, and ads. This empowers you to serve the right product, at the right moment, to the right customer.
- Deliver highly relevant product suggestions across all touchpoints.
  Use dynamic blocks in emails, retargeting ads, and on-site personalisation to reflect each customer’s unique purchase intent and browsing behaviour.
- Think beyond demographics — and tap into behaviour and context.
  Segment audiences not just by age or gender, but by actions: what they browsed, what they abandoned, what they purchased, and when. AI-powered search is setting the benchmark — your brand experience needs to feel just as intelligent.
These updates signal a significant shift in fashion marketing strategy:
- AI will influence how customers discover, try, and buy fashion online
- Product discovery is now happening through conversational search and task automation
Brands must prepare by becoming more tech-enabled, content-driven, and customer-intelligent

Action Plan for Fashion Business Founders

How to respond to the 2025 Google I/O updates

At Fashion Equipped, here’s how we’re advising our clients to stay ahead in this evolving digital landscape:

✔️ Audit your product and SEO data
Ensure your products are visible in AI-powered shopping and deep search results. Use structured data and optimise product titles, descriptions, and tags.

✔️ Improve your visual assets
Virtual try-on and AI shopping assistants rely on clear, multi-angle, high-res imagery to showcase fit, detail, and value.

✔️ Adopt personalisation tools
Tools like Klaviyo enable behaviour-based segmentation, helping you deliver tailored content via email, SMS, and remarketing.

✔️ Train your team on AI trends
Google, Meta, and others are evolving fast. Make time each month to upskill your team on digital changes — this is essential for future readiness.

✔️ Monitor competitor presence
Watch how leading and emerging brands are showing up in Google Shopping, Search, and AI-powered results — and refine your own strategy accordingly.

Want to be ready for what’s next?
At Fashion Equipped, we help fashion founders build resilient, future-proof brands that thrive in the evolving digital landscape. Whether you’re preparing for AI-powered retail, scaling your digital marketing, or refining your fashion eCommerce strategy, we’re here to support you.

Watch the Google I/O 2025 Keynote

Explore Google I/O 2025 sessions

AI Spotlight: What We’re Trying at Fashion Equipped

At Fashion Equipped, we’re always exploring tools that help founders save time, elevate content, and work smarter. This month, we’re spotlighting 11 AI tools our team, clients, and community are actively testing to enhance productivity and scale smarter.

These tools aren’t just hype, they’re practical, accessible, and tailored for fashion businesses at all stages of growth.

**Custom GPTs (via ChatGPT Pro)**
**What It’s Great For:** Create a personal assistant that sounds like your brand
**How to Use It:** Content calendars, product descriptions, email drafts, campaign ideas

**Style Arcade**
**What It’s Great For**: Trade smarter with data
**How to Use It:** Merchandise and demand planning, category analysis, sales optimisation and more

**Surfer SEO**
**What It’s Great For:** Build organic traffic
**How to use it:** Blog strategy, keyword research, SEO optimisation

**Frase**
**What It’s Great For:** Write SEO content faster and better
**How to Use It:** Create long-form blog posts optimised for search, content briefs, and AI-generated outlines

**Descript**
**What It’s Great For:** Edit Reels and Pods like a doc
**How to Use It:** Audio transcription, short-form video edits from long recordings

**Midjourney**
**What It’s Great For:** Visual ideation and storytelling
**How to Use It:** Generate moodboards, design concepts, campaign visuals, creative concepts

**Canva Magic Studio**
**What It’s Great For:** Design at scale with AI
**How to Use It:** Magic Write, Magic Design, resizing content across platforms

**Jasper.ai** / **Copy.ai**
**What It’s Great For**: Write marketing content fast
**How to Use It:** Emails, captions, briefs, brand voice templates

**ManyChat**
**What It’s Great For:** Automate Instagram DMs
**How to Use It:** VIP access, styling guides, early access offers, list growth

**Sora (by OpenAI)**
**What It’s Great For:** AI-powered video generation (coming soon)
**How to Use It:** Currently in early rollout — keep it on your radar as this will transform script-to-video workflows for fashion campaigns and storytelling

**Botika**
**What It’s Great For:** Create fashion model imagery with AI.
**How to Use It**: Generate diverse, high-quality model images to elevate your eCommerce product visuals. Be sure to keep Ethics top of mind! We recommend using AI to compliment human content, not replace it!

💡 Our Tip: Start with one tool that solves your biggest bottleneck. Master it, track the ROI, and then scale your AI stack. AI is your creative co-pilot — not your replacement.

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EVENTS YOU DON’T WANT TO MISS

Connection with industry is key to staying inspired, building relationships, and driving informed business decisions. Whether you’re looking to learn, network, or explore future opportunities, these upcoming events offer incredible value for fashion founders and professionals.

The Global Sourcing Expo | Sydney

Looking to expand or diversify your supply chain and connect with industry?

The Global Sourcing Expo is a must-attend for brands seeking reliable manufacturing, textiles, trims, and ethical sourcing partners from around the world.

Network and connct with 400+ manufacturers and suppliers from 15 countries & regions, including India, South Africa, Pakistan, Vietnam, Bangladesh, Indonesia, Turkiye and many more.

This event brings together global suppliers across apparel, accessories, and homewares - with a strong focus on sustainability, compliance, and transparency.

Be sure to also check out the lineup of speakers presenting the Global Sourcing Seminars.

🗓 Dates: 17–19 June 2025

📍 Location: International Convention Centre, Sydney

Learn More & Register

💡 Need help navigating the event?

Download our free resource: Navigating the Global Sourcing Expo – Checklist & Planning Guide

Whether you're refining your production strategy or exploring new regions like India, Vietnam, and Bangladesh, this event offers valuable networking and discovery opportunities for fashion brands and retailers.

Note: Save the date for the GSE Melbourne event, 18-20 November

The Australian Cotton Forum

Last year, I attended the Australian Cotton Forum in Sydney, followed by an incredible week with Cotton Australia (@auscotton) and 60 delegates on a hands-on 4-day Cotton Camp tour.

We immersed ourselves in the world of Australian cotton — visiting farms, research centres, and gins — and connecting directly with growers, scientists, and sustainability leaders.

The insights around water stewardship, biodiversity, GM, soil health, traceability, and circularity left a lasting impact.
Being in the field, hearing from the people behind the process, and connecting on the ground — that’s where real learning and growth happens.

➡️ This year’s Forum is FREE to attend.
🗓 Thursday, July 3, 2025
📍 Sydney

Expect big conversations with growers, sustainability leaders, researchers, and brands about the future of Australian cotton across fashion, sourcing, retail, and marketing.

Watch the recap: @fashionequipped Reel

Life Instyle Melbourne

If you’re a product-based brand or retailer, Life Instyle Melbourne is your chance to explore a beautifully curated retail trade event.
You’ll discover brands across fashion, lifestyle, gifting, and design — and see what’s shaping the high-end retail space in Australia.

🗓 July 31–3 Aug 2025
📍 Melbourne Convention and Exhibition Centre

Whether you’re just starting up or ready to scale up, visiting trade shows like this helps you assess the market and explore future opportunities to exhibit or partner.

EXPLORE THE EVENT

We recommend marking your calendars now and aligning your event attendance with your business growth goals for 2025.

Podcasts & Books to Elevate Your Business

**Lorna Jane | Never Give Up Podcast**

Introducing Never Give Up, the new podcast from Lorna Jane Clarkson; iconic Australian entrepreneur, trailblazing fashion designer, bestselling author and founder of the Lorna Jane brand.

Tune into the Podcast

**Just Getting Started - Brittney Saunders**

Brittney’s story is a testament to resilience, ambition, and the power of staying true to oneself. In this candid memoir, she shares her remarkable journey from an ordinary girl in the regional city of Newcastle, NSW, to a renowned internet sensation and successful entrepreneur.

get the book

**Season 6 of @fashionbusinessmindset**

We’re back with another powerful season, bringing you insightful conversations with industry thought leaders, innovators, and change-makers.Each episode is packed with real-world insights, practical strategies, and future-focused conversations to help you build, grow, and lead in today’s fashion industry.

TUNE IN NOW

Guest Feature:

with Laura Lana, Thread Together Retail Officer Richmond

Thread Together is a dynamic charity that is helping clothe communities with excess stock from partners all around the country. This brand new clothing is often destined for landfill, Thread Together collect it, and re-distribute it to people in need through a variety of resources.

The team that manage the facility are from City of Yarra’s Economic Development department with three key facilitators; Eliza, Laura and Brenda who is the Venue Operations Officer.

Work With Us in 2025

Are you ready to elevate your fashion business this year?

Whether you’re launching, scaling, or evolving your brand, our signature consulting offer – The Fashion Business Growth Roadmap – is designed to give you the structure, strategy, and support you need to move forward with confidence.

From brand elevation and financial optimisation to product strategy, marketing and scaling, we tailor every step to your unique goals.