The ICONIC has released its annual ‘Year in Fashion’ report, revealing its bestselling items and biggest trends from 2018.
In the last 12-months, Australian and New Zealand shoppers have reportedly spent a combined total of 28 years browsing The ICONIC’s website – the equivalent of 10,400 days, 15 million minutes or almost one billion seconds.
According to Patrick Schmidt, the online fashion retailer’s CEO, 2018 has been a big year for the company.
“Without a doubt, 2018 has been The ICONIC’s biggest and best year yet. Not only did our customers spend a billion seconds shopping with us, we gave them access to over 300 new brands (that’s almost one new brand every single day), proudly launched The ICONIC Kids and introduced our Big and Tall range for ‘brawn men,” he said in a statement on Tuesday morning.
“We’ve continued building the most seamless and inspiring shopping experience for our customers with tech innovations such as Follow the Brand and image-based search app, Snap to Shop, and who could forget our recent 2018 Swim Show – our most body positive and inclusive runway show to date,” he continued.
Schmidt says these initiatives have impacted the level of engagement consumers had with The ICONIC over the last 12-months, with 60,000 shoppers reportedly using the company’s Snap to Shop feature while looking for new brands or products.
The retailer’s top-selling item this year were Old Skool Vans in Black and White, followed by other vintage sneakers, including the SUPERGA 2750 Cotu Classic – Unisex White, CONVERSE Chuck Taylor All Star Ox – Optical White and the ADIDAS ORIGINALS Superstar – Unisex – White and Core Black.
C&M Camilla and Marcs dominated the list in terms of the most popular women’s clothing, with its iconic logo tees and tanks in black, white and grey being a staple for local shoppers, while men flocked online to purchase Tommy Hilfiger’s May Crew-Neck Tee.
Also detailed in this year’s Year in Fashion report are some key insights into the shopping habits of the business’s customers. For instance, 73 percent of consumers who purchased goods from The ICONIC’s designer range were under the age of 35, while 24 percent were under the age of 24. Shoppers in Sydney also accounted for one-third of all designer purchases made through The ICONIC in 2018, with products from the brand, Camilla & Marc leaving a mark in the top 10 products on the platform, taking out six of the coveted 10 spots.
Also worth noting is the fastest delivery times recorded by The ICONIC this year, with the business claiming it has delivered orders in as little as 18-minutes from the time a product was ordered to the time it arrived at the customer’s door. This comes in 10-minutes shy of what Amazon Prime says was its fastest delivery in 2018 – only eight minutes…
The company also says that it has experienced 30 percent year-on-year growth in Brisbane, with the city becoming The ICONIC’s fastest growing location in terms of orders.
“This year was truly incredible and I can’t thank our team enough for their achievements, but the best is yet to come from The ICONIC for our customers – look out 2019, we’re coming for you,” Schmidt said.
With the company still chasing its maiden profit, it will be interesting to see how The ICONIC turns its popularity with customers into a more profitable venture in the year to come.