👋 There's a conversation happening inside luxury fashion right now that most brands outside it haven't heard yet.

It started when Etro quietly rebuilt something most brands have never thought about. Not their campaign. Not their product line. Not their pricing.

Their creative infrastructure. The layer beneath everything. And then their e-commerce revenue grew 46% in twelve months.

This week I want to show you exactly what they changed. Because what they figured out is available to any brand running a catalogue right now.

When someone asks an AI assistant "what's a good gift for someone who likes quiet luxury but hates logos," two things have to happen.

The AI has to understand your product. And then it has to choose yours over everyone else's.

Most brands have spent years optimising for the first part of that sentence to get found. Almost nobody has thought about the second part. To actually get chosen.

Etro thought about it. They rebuilt their entire creative content layer, not for Google, not for a campaign, but for AI understanding. Product descriptions. Contextual attributes. Multilingual content across their full catalogue.

E-commerce revenue grew 46% in twelve months. The product didn't change. The creative did.

The implication: discovery isn't a traffic problem anymore. It's a comprehension problem. And the brands solving it right now are doing it quietly.

Here's what I see inside almost every brand I work with.

The campaign team sits on one floor. The catalogue team sits on another. They've never had a meeting. The campaign is beautiful. The product descriptions read like they were written for a spreadsheet.

That separation never mattered before. Great photography drove traffic. Keywords drove search. You didn't need your catalogue to be smart. You needed your ads to be loud.

AI changed that equation completely.

When someone prompts an AI assistant today, the AI isn't looking at your campaign. It's reading everything you've ever written about your product. Every description. Every attribute. Every data field your team filled in at 5pm on a Friday when they just wanted to go home.

That's what Etro rebuilt.

Not the campaign layer. The comprehension layer. The infrastructure that tells AI not just what the product is, but who it's for, when they'd wear it, what they're feeling when they reach for it.

Think about it this way. If a customer walks into your store and asks a salesperson "I need something that feels expensive but not try-hard," your best salesperson knows exactly what to pull. They understand the feeling. They speak the language.

Most brand catalogues can't do that. The data layer was built for logistics, not language.

What Etro did, and what I'm building into the brands I work with now, is close that gap. Make the catalogue speak the way customers think. Not keywords. Not SEO copy. The actual emotional territory the product lives in.

When you do that, AI doesn't just find your product. It recommends it. Specifically. Confidently. To exactly the right person, at exactly the right moment.

That's a different kind of creative work. Harder to see. Much harder to copy..

One thing. Ten minutes.

Pick your single best-selling product. Open ChatGPT. Type the prompt your ideal customer would actually use to find it. Not a keyword. A feeling.

"A gift for someone who has everything."
"Something to wear to a dinner where you want to look like you didn't try."
"Quiet luxury that won't empty my account."

See if you appear. See what appears instead.

That gap between what shows up and what should show up — that's your creative infrastructure problem. And now you know exactly what to fix.

Did you try the prompt above? What came up instead of your brand?

Hit reply. One line is fine. I'll share the most interesting results next week and the best ones get a shoutout.