The Iconic

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THE ICONIC (Mimi)
Subsidiary
IndustryE-commerce, Fashion, Clothing, Shoes
Founded2011 Edit this on Wikidata
HeadquartersSydney, Australia
Key people
Erica Berchtold (CEO)
Adam Jacobs (Founder)
Finn Age Haensel (Founder)
Andreas Otto (Founder)
ProductsClothes, Shoes and Accessories
ParentGlobal Fashion Group
Websitetheiconic.com.au

The Iconic (styled as THE ICONIC) is a Sydney-based, Australian online fashion and sports retailer.[1] The company was launched in 2011 and is one of Australia’s largest fashion, sportswear and kidswear destinations.[2] Since its launch date, the brand has become an Australian online fashion retailer which stocks over 1000 brands and 60,000 items,[3] including Australian labels Sass & Bide, Camilla and Marc and Lorna Jane. International brands stocked include Nike, Levi’s, Calvin Klein and Adidas. THE ICONIC's fulfilment centre is located in Sydney.[4]

History[edit]

THE ICONIC was launched in 2011 by three founders and is part of the Global Fashion Group.[5] The company has been led by CEO Erica Berchtold since May 2019.[6] In January 2018, it was announced that former CEO Patrick Schmidt would take on a new role as Co-CEO of GFG[7] with former Kinnevik Investment Director, Christoph Barchewitz.[8] THE ICONIC announced in October 2018 that Rebel Sport Managing Director, Erica Berchtold, would take over as CEO[9] in February 2019.[10]

Achievements & Milestones[edit]

  • Wins “Best New Online Retailer” category at the 2012 Online Retailer Industry Awards (ORIA's)[11]
  • Wins “Best Social Commerce” category at the 2013 ORIAs[12]
  • Wins “Best Social Commerce” category at the 2013 ORIAs[13]
  • At the 2014 Virgin Australia Melbourne Fashion Festival, The Iconic launched an Australian first virtual runway show that's shoppable in real time[14]
  • Wins “Best Mobile Commerce Site/App” at the 2014 ORIAs[15]
  • In 2014, The Iconic's Net Promoter Score hits 90% for the first time, a reputable indicator of great customer engagement and loyalty.[16]
  • In November 2014, The Iconic becomes the first Australian fashion retailer to deliver parcels on Saturdays with partner, Australia Post[17]
  • At the 2015 Mercedes-Benz Fashion Week Australia, The Iconic works with emerging designer Jennifer Kate to launch "Shop The Runway" - real looks, stoppable instantly.[18]
  • In 2016, having grown from just five staff to over 400 in under five years, The Iconic moves its headquarters from a Surry Hills warehouse space to an office in the Sydney CBD[19]
  • In 2016, THE ICONIC hosted the world’s first runway Swim Show on Sydney’s iconic Bondi Beach[20]
  • THE ICONIC hosts its annual Swim Show and creates the world’s first floating runway on Sydney Harbour to celebrate in 2017.[21] The show was also dubbed a “watershed moment for fashion diversity in Australia” by fashion commentators.[22]
  • In 2017, THE ICONIC launched its ‘Snap to Shop’ visual search tool
  • In February 2018, THE ICONIC launched an 8-week digital exercise program called THE ICONIC Sport Challenge[23]
  • THE ICONIC trials 1-hour delivery in Sydney in May 2018[24]
  • THE ICONIC launches THE ICONIC Kids in August 2018[25]
  • To celebrate its third annual Swim Show, THE ICONIC launched the world’s most body-positive runway show in November 2018,[26] led by international models Robyn Lawley and Zach Miko.[27] The show coincided with THE ICONIC’s expansion into big and tall clothing for men following its success with curvy clothing for women.[28]
  • THE ICONIC creates a secret world at the 2018/2019 Falls Festival in Byron Bay in the form of a laundromat disguised as dance club.[29]

References[edit]

  1. ^ "About The Iconic - Australia's Online Fashion Retailer". www.theiconic.com.au. Retrieved 6 June 2016.
  2. ^ "The Iconic bulks up with childrenswear, rules out IPO". Financial Review. 13 August 2018. Retrieved 2 October 2018.
  3. ^ "THE ICONIC Expands: THE ICONIC Kids". Power Retail. Retrieved 7 June 2016.
  4. ^ "Iconic wows fashionistas and investors"MACNAMARA, September 12, 2012/
  5. ^ Singh, Prachi (7 September 2018). "Global Fashion Group's Q2 net revenues rise by 21.1 percent". fashionunited.uk. Retrieved 14 January 2019.
  6. ^ "The Iconic Names Erica Berchtold as New CEO". Inside Retail. 1 March 2019. Retrieved 8 July 2019.
  7. ^ "The Iconic's Patrick Schmidt Takes On New Role". Power Retail. 24 January 2018. Retrieved 14 January 2019.
  8. ^ Singh, Prachi (17 January 2018). "Patrick Schmidt and Christoph Barchewitz named Co-CEOs of GFG". fashionunited.uk. Retrieved 14 January 2019.
  9. ^ "The Iconic poaches Rebel Sport managing director Erica Berchtold". Australian Financial Review. 28 October 2018. Retrieved 14 January 2019.
  10. ^ "The Iconic appoints a new female CEO - Ragtrader". www.ragtrader.com.au. Retrieved 14 January 2019.
  11. ^ "ORIA Winners! SurfStitch Blitzes Online Retail Industry Awards". Power Retail. 18 July 2012. Retrieved 7 June 2016.
  12. ^ "Online Retail Industry Award Winners Announced". Power Retail. 21 August 2013. Retrieved 7 June 2016.
  13. ^ "Online Retail Industry Award Winners Announced". Power Retail. 21 August 2013. Retrieved 7 June 2016.
  14. ^ "The Iconic's 'Shop the Show' Launch Sells 500 Items in Hours". Power Retail. 24 March 2014. Retrieved 7 June 2016.
  15. ^ "Winners of the 2014 StarTrack Online Retail Industry Awards". Power Retail. 23 July 2014. Retrieved 7 June 2016.
  16. ^ "The Iconic's New Leadership Hires". Power Retail. 18 February 2014. Retrieved 7 June 2016.
  17. ^ "The Iconic to start weekend delivery". The Sydney Morning Herald. Retrieved 7 June 2016.
  18. ^ THEICONICTV (3 May 2015), Jennifer Kate | MBFWA15 | Runway, retrieved 1 January 2018
  19. ^ "Rocket Internet's The Iconic eyes maiden profit". The Sydney Morning Herald. Retrieved 7 June 2016.
  20. ^ "Bondi Beach to host runway spectacular". www.dailytelegraph.com.au. 28 November 2016. Retrieved 14 January 2019.
  21. ^ McGregor, Kate. "The Iconic Built a Floating Runway and We Simply Cannot Deal". POPSUGAR Fashion Australia. Retrieved 14 January 2019.
  22. ^ Singer, Melissa (2 December 2017). "Fashion diversity: The Iconic swimwear runway lineup is a watershed moment". The Sydney Morning Herald. Retrieved 14 January 2019.
  23. ^ "Rugby star Ellia Green's top tips to coming back from injury". au.be.yahoo.com. Retrieved 14 January 2019.
  24. ^ "The Iconic trials one-hour delivery in Sydney". Inside Retail. 14 May 2018. Retrieved 14 January 2019.
  25. ^ "The Iconic bulks up with childrenswear, rules out IPO". Australian Financial Review. 13 August 2018. Retrieved 14 January 2019.
  26. ^ "The Iconic's Swim 2018 show was the world's most body positive runway". www.whimn.com.au. Retrieved 14 January 2019.
  27. ^ ""I went to THE ICONIC's swimwear show and here's what I can't stop thinking about."". Mamamia. 30 November 2018. Retrieved 14 January 2019.
  28. ^ Singer, Melissa (29 November 2018). "Why menswear has been so slow to join the plus-size revolution". The Sydney Morning Herald. Retrieved 14 January 2019.
  29. ^ Encalada, Javier. "Climb into a washing machine and enter a secret world". Northern Star. Retrieved 14 January 2019.