On the Catwalk with The Iconic: 500 Items Sold During ‘Shop the Show’

By Campbell Phillips | 24 Mar 2014

The Iconic’s recent brand partnership with River Island was launched at VAMFF, alongside shoppable, live-streaming video and three hour delivery for Melbourne customers, spurring a flurry of sales activity.

On Friday March 21, Australian fashion pureplay, The Iconic delivered a nation-wide first with its ‘Shop the Show’ catwalk launch of UK clothing label, River Island.

The Virgin Australia Melbourne Fashion Festival (VAMFF) event, which featured the international acclaimed model Ajak Deng was considered an instant success, with 500 products sold within two hours of the show’s completion via the retailer’s online video streaming interface. Over half of these sales were transacted by mobile shoppers.

The Iconic and River Island

On the catwalk: Internationally acclaimed model Ajak Deng and singer songwriter Kiyomi Vella headlined the River Island launch.

The event also marked the launch of The Iconic’s three hour delivery in Melbourne, and was a day that Australian shoppers experienced a show like never before.

The ‘Shop the Show’ concept showcased the hottest River Island looks, which were immediately made available for purchase and swift shipping – allowing consumers to receive the latest fashion within the same day of its arrival.

Patrick Schmidt of The Iconic

CEO of The Iconic, Patrick Schmidt demonstrates the retailer’s live-streaming, fully shoppable in-app version of ‘Shop the Show’.

Attendees and onlookers via The Iconic’s app were treated to a full-blown catwalk experience, which was rounded off by an exclusive performance from Singer Songwriter Kiyomi Vella.

The Iconic’s senior leadership team attended the event, and all seemed quietly satisfied that their hard work in organising the show and developing the new software had come together without a hitch.

Adam Jacobs, Managing Director and Co-founder of The Iconic walked us through some of the early results.

“We have been extremely happy with the results and attendance at the show,” Jacobs said. “Incredibly, River Island was already our number one selling brand for the week, so the results speak for themselves – it’s a brand Australians shoppers immediately love and feel connected to.”

Emma Cronin, Managing Director and Co-founder of WantItNow – the same day delivery service used by The Iconic for its three hour turnaround specialty in Sydney and now Melbourne metro regions, said the show was an instant hit.

“For everyone at WantItNow, today’s announcement was really exciting. We’ve had a great partnership with The Iconic over the last few years in Sydney, supporting them and their shoppers with the ridiculously fast and convenient three hour delivery,” she says.

“To offer the three hour service for the Iconic in Melbourne, we’re lucky that we already have a good customer base down here, so our fleet is ready and waiting. We’ve rolled out all the SMS delivery alerts and live countdown app tracking for the service, so the experience the Iconic is offering will really be quite unlike anything Melbourne has seen before.”