ICONIC - Online Fashion Brand

Question: Discuss about the ICONIC - Online Fashion Brand. Answer: Introduction: The iconic is a Sydney based online fashion and sportswear brand launched in 2011 under rocket internet. It is one of the largest online fashion retailers with a stock of over 700 brands and 50,000 items. THE ICONIC is a consumer brand that is currently delivering stylish collection of men and womens clothing that are sourced from the finest brand in Australia and abroad. They are supplying product including accessories like watches, footwear, handbags etc (The iconic. 2016). The brand strategy is to introduce wide range of offers that include same day delivery, 3 hours delivery option in Sydney, same day service offer, overnight delivery of selected products and 100 days free return policies. These marketing strategies have helped the brand to create a distinguished name in Australia. There is an increase in online purchases in Australia. Under such a competitive environment these offers help a company to set a benchmark and provides with a competitive edge. Service delivery technology The products are delivered to customers through rocket internet an international brand present in almost every part of the world. The brand has its warehouse in Sydney and goods are sold all over Australia. They have a strong logistics system to supply timely goods to the customer. The iconic is managing its online sale through Rocket Internet which gets products directly. Moreover while comparing the price of the brand with the other competitor it was concluded The Iconic is selling dresses cheaper than others. It is one of the finest features of the brand. Customers feel happy after buying clothes at The Iconic due to difference in price (Coyne, 2015). The Iconic is using Amazon Web Services environment to manage the online service through its portal. Company has recently witnessed an overload due to presence of more than 20,000 products and high customer presence. It is a high volume website and is constantly growing so it requires a cloud based solution to meet current needs. It is using full use of AWS Elastic Compute cloud technology to meet the heavy data requirement (Asos-vs-The-Iconic.2016). Value of technology They have incorporated a high end customer base and provides value added offer and coupons to loyal customers. In the competitive world The Iconic is continuously making development in the fashion retail brand store. Todays customers are more intelligent and understand what they want. They compare brand price on different website and buy when they are highly satisfied. Australia is seeing an upsurge in online shopping of goods (Australias top 20 online retailers: 2015, 2015). The brand has created a milestone by winning various accolades since its incorporation. It has won the best new online retailer in the year 2012. It has won best social e-commerce website in the year 2013. In 2014 it has become the first brand to deliver goods on Saturday with Australia Post. It has helped the brand to win support of customers in all over Australia. The best reward for a company is their satisfied customers. The Iconic is constantly aiming to achieve high level of customer satisfaction through its business policies. The purpose of a brand is to provide valuable goods at their convenience Conclusion The Iconic is all about buying online apparel and accessories for men and women. It has shown commendable growth within a short span of time. They are known for providing products to their customer in a short time period. It is one of the primary features of any brand to provide good in time as per the requirement of the business. They have a coherent supply chain system that has helped the brand to make considerable growth. Online market has a strong market capacity and it will show growth in the coming years as well. References Asos-vs-The-Iconic.2016. Online. Retrieved from: https://www.finder.com.au/asos-vs-the-iconic Accessed on 30 November 2016 Australias top 20 online retailers: 2015.2015. Online. Retrieved from: https://www.smartcompany.com.au/marketing/online-sales/46163-australia-s-top-20-online-retailers-for-2015/ Accessed on 30 November 2016 Coyne, A.2015. Online. Retrieved from: https://www.itnews.com.au/news/the-iconic-shifts-website-to-aws-399768 Accessed on 30 November 2016 The iconic. 2016. Online. Retrieved from: https://www.theiconic.com.au/ Accessed on 30 November 2016