With The Bachelor NZ’s high ratings, The Iconic is patting itself on the back for a job well done.
According to Nielsen, the finale that aired last week reeled in a whopping 900,500 viewers, including 227,100 viewers in the key 25-34 demographic.
The show had an average audience of 461,000 over the course of the final episode.
As well as this, the products were marketed across The Bachelor NZ’s strong presence on social media.
Posts of the contestants in outfits from The Iconic graced The Bachelor New Zealand’s Facebook page (48,000 likes) as well as the Facebook pages of the contestants, such as Dani Robinson (13,000 likes).
But there was a minor hiccup along the way.
The NZ Herald reported a rumour that some frocks on the show were not as well fitting as they should’ve been.
According to its source, the girls squeezed and Spanx-ed their way into dresses after a hold up at customs.
A spokesperson for The Iconic confirms there was trouble with the customs department, saying shipping the dresses from Sydney to Auckland proved challenging.
“We were held up in customs several times to the point that I actually almost had my colleague get on a plane herself to deliver the items to meet a super tight deadline,” the spokesperson says.
However, it was all worth it, as the spokesperson says the company has had an influx of customer queries from New Zealand about the dresses that were featured.
“From a branding perspective, it was a great initiative for us.”
Capturing young Kiwi women’s eyes seems to be high on The Iconic’s agenda, as it recently launched a New Zealand version of its website.
The site was founded in 2011 under ecommerce incubator Rocket Internet.
The company says it is Australia and New Zealand’s largest online fashion retailer, offering more than 7000 brands and over 45,000 products.
It’s part of the Zalora Group, which operates as Zalora in Asia and The Iconic in Australia and New Zealand.
As for the other retailers involved, Michael Hill’s chief marketing officer Joe Talcott says the company is pleased with its sponsorship of The Bachelor in both Canada and New Zealand.
However, he says it won’t discuss the impact sponsoring The Bachelor had for competitive reasons.