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“In Our DNA”: The Iconic Launches Resale Platform

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By Published On: September 30, 20210 Comments

The Iconic is taking the resale trend seriously. The Australian online retailer is throwing its hat into the ring with the launch of AirRobe Circular Wardrobe. 

In conjunction with AirRobe, The Iconic aims to accelerate the circular fashion movement to the forefront. The resale movement has gained serious momentum recently, especially among the younger generations – namely Gen Z.

The Iconic aims to create a seamless shopping experience with its new platform, AirRobe Circular Wardrobe. Furthermore, the new investment is intended to support and nurture the idea of a circular wardrobe, inspiring shoppers to think more responsibly with their fashion purchase choices.

“Since 2011, The Iconic has been known as the pioneer, innovator and disrupter of retail in ANZ. In our 10th year, this is still in our DNA as we today announce a game-changing new partnership with AirRobe,” said Erin Berchtold, the CEO of The Iconic.


The purpose of the resale platform is intended to inspire consumers to shop more responsibly and extend the life cycles of their pre-loved goods, Berchtold explained. “This milestone brings us one step closer to addressing industry-wide sustainability challenges and further demonstrates our commitment to becoming the most planet positive retailer in ANZ.”

The Iconic explained that it’s the first online global platform to integrate one-click functionality, intended to make the life cycle of pre-loved fashion items a bit easier. From product descriptions to images, every step is covered within the transaction process.

“AirRobe allows retailers to enter the circular economy seamlessly with a zero-waste solution, helping consumers to find resale, rental, recycle and donation opportunities for their pre-loved garments,” shared Hannon Comazzetto, the CEO and Founder of AirRobe.

“With AirRobe, shoppers never have to go through a manual listing process for reselling their pre-loved fashion again. We are thrilled to partner with Australia’s leading online retailer, The Iconic, to bring our product to shoppers all over Australia and New Zealand. It’s a big moment for the circular fashion economy, and it’s been great to see The Iconic’s true commitment to sustainability and leadership towards a circular ecosystem.”

A recent interview with a former executive of the resale platform, TheRealReal, indicates that this is the perfect time to invest in the resale market. “[Knowledge of resale value has] led to the next big thing: people changing what they purchase on the primary retail market, focusing on items that they see has great value on the secondary market,” said Karin Dillie, Former Director of Business Development at The RealReal.

It’s not just The RealReal that has taken the resale world by storm. French-founded resale platform, Vestiaire Collective, has secured itself as one of ht leading re-commerce platforms in the world, working with designers like Alexander McQueen and Gucci for pre-loved and exclusive items.

Online marketplace Etsy recently acquired the much-loved resale platform, Depop, to reach a younger audience. It’s no secret that Gen Z loves the vintage and pre-loved fashion industry. Not only does it help reduce waste in the fashion industry, but it gives consumers the chance to wear something unique.

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