Hil, founder of Wardrobe at the Cross, spent years leading digital marketing for major fashion brands before launching her own womenswear business. Today, she runs a multi-channel fashion brand serving women aged 45+, combining a physical boutique, Shopify store, WhatsApp community, and AI-powered workflows to create a highly personal shopping experience.
In this DTC Daily podcast, Hil shares why most fashion brands overlook one of retail's biggest underserved audiences and how she blends AI with human service instead of replacing it.
In this podcast, Hil breaks down:
Why chasing younger customers may be costing you a more profitable audience — and how serving an overlooked niche can become your biggest competitive advantage.
How to turn first-time buyers into loyal customers by creating the kind of personalized experience that reduces returns and builds trust.
Why your customers might need far more nurturing than you think — especially if you're selling products people don't buy impulsively.
How to use AI to automate repetitive work without sacrificing the human touch that actually makes customers come back.
How to recreate the best parts of an in-store shopping experience online through styling, education, and one-to-one customer guidance.
What it takes to make your brand discoverable in ChatGPT and other AI search engines — and why location, schema, and customer reviews matter more than ever.
Why AI-generated ads still struggle to outperform authentic founder content — and where AI actually creates the most value in your marketing.
How to know when it's time to abandon a bad decision instead of wasting months trying to make the wrong platform or strategy work.
If you're building a fashion, lifestyle, or ecommerce brand, this episode is a practical look at balancing AI with human connection, creating experiences customers remember, and building loyalty in a market where trust matters more than clicks.