The Iconic Signs Initiative to Spread the Word

The Iconic is a relatively recent entrant into the local online landscape, and as a fashion retailer, the business’s success or failure could be easily decided entirely upon its marketing strategy.

Having launched in October last year, the pureplay retailer hadn’t signed with any agencies, instead handling its marketing and PR strategy completely in-house. That is, until its recent deal with Initiative, which the Iconic has charged with spreading awareness of its retail range via a new TV campaign, which launched on Sunday.

Included in its online product range are over 500 brands such as ZU, Betts, Shakuhachi, RMK, Cheap Monday, Ladakh, Tony Bianco, Guess and Ben Sherman among many others.

Managing Director at The Iconic, Adam Jacobs said, “In our search for a media communications agency we focused on looking for skills such as highly effective strategy, execution, direct response and understanding of the Australian retail environment.”

“Initiative demonstrated high levels of competence and pedigree in growing retail businesses. We stand out from our competitors as a truly local Australian company, and Initiative complements our local positioning.”

The business is run by five entrepreneurs and backed by the European investment company Rocket Internet, which also finances other online businesses such as Groupon, eDarling and TopTarif.

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