The Iconic Repositions Brand with New-look Website

The Iconic has announced a refresh to its website and its brand image as it continues to position itself as a premier destination for fashion online.

Australian-based fashion and apparel pureplay, The Iconic has announced a new-look, fully-responsive website design in a bid to enhance customer experience, as well as repositioning the brand as even more of an Australian fashion destination.

Further, the optimisation and back-end enhancements performed by The Iconic’s in-house developers has rendered a website that now displays average load speeds of under two seconds, while the mobile-first design ethos caters to the growing number of shoppers using smartphones and tablets to access The Iconic. These consumers now account for 50 percent of the site’s traffic.

The Iconic's new website

Mobile-first, responsive design and a new brand image to boot, The Iconic has revamped its website to stay ahead of the trends.

Launched in conjunction with a multichannel, national advertising campaign (which began on May 18), which is led by a TVC featuring model Annabel Moore. The campaign is designed to promote the messaging that The Iconic is for “the new icons of fashion”. “Made by fashion lovers, for fashion lovers, the new and improved website reflects The Iconic’s ongoing commitment to innovation & customer experience. Designed and built by our in-house team at The Iconic HQ in Sydney, our new responsive website delivers the content and functionality our customers value across all devices and screen sizes,” said Patrick Schmidt, CEO of The Iconic. “Recently we have added many top local and international brands to our website, including River Island, Ted Baker, and Dorothy Perkins. We are constantly striving to be Australia’s defining fashion destination – delivering countless looks fast, and inspiring our customers to be refreshed, renewed and excited by their latest expression of self.” For a glimpse of the TVC, see the below YouTube clip.

However, as noted in the comments below – the newly relaunched website may be going through some initial teething issues, as one user finds the experience less than optimal:


4 thoughts on “The Iconic Repositions Brand with New-look Website”

  1. Bradley Carr says:

    I am still seeing the old site in my browser today, did the roll back already?

    1. Bradley Carr says:

      Yep, looks like it:

      From their Twitter:
      oh no!! New website is ruining my life – crashed 4 times so far today and NONE of the links take me where I want to go! #fail


      1. Thanks for pointing this out, Bradley. I’ve highlighted the issue in an additional point to the article (see above).

  2. The Iconic CTO here. Thanks for the coverage Campbell. We’ve been working on this for quite a while and it feels great to get it out there.

    @Bradley – We haven’t rolled back, but continue to run A/B tests. We have found some issues since the roll out, but no prizes for guessing which browser caused us some last minute grief (looking at you IE) :-0 Thankfully this particular version represents < 1% of our traffic nowadays.

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