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The Iconic on fast fashion and what the Kiwi shopper wants

  • News
  • August 31, 2018
  • Sarah Dunn
The Iconic on fast fashion and what the Kiwi shopper wants

The Iconic Kids launched on August 14 with more than 70 international childrenswear brands. It also marked the market-exclusive arrival of US retailers GAP and J.Crew via The Iconic.

In the latest quarterly report for The Iconic’s parent company Global Fashion Group, The Iconic is described as having delivered growth rates of 37.2 percent.

We spoke with its chief category officer Mareile Osthus about how the platform is serving New Zealand shoppers and what they want from it.

Your press release described The Iconic as the number one destination for shoppers across Australia and New Zealand. That’s really impressive – can you provide some numbers specific to New Zealand that describe what that looks like?

New Zealand brings around 1.5 million visits per month to The Iconic from close to half a million unique users: i.e. one in 10 Kiwis shop from The Iconic every month. The share of New Zealand shoppers on The Iconic has grown proportionally over the past few years. As The Iconic has had an overall growth of close to 50 percent YoY, our Kiwi shoppers have grown equally, if not more.

Why do you think The Iconic has such broad appeal in the New Zealand retail market?

The Iconic’s mission is to create the most seamless and inspiring shopping experience for our customers, and we know that, for Kiwis, our unparalleled overnight delivery is a major reason for our appeal in New Zealand. We also curate the best brands and product assortment for our New Zealand customers - we have over 60,000 products and 1,000 brands on site, making us the ultimate shopping destination for men’s, women’s, kids and sport.

Our customers are at the heart of everything we do at The Iconic, so ensuring our New Zealand shoppers have the best and most convenient access to their favourite brands is key for us achieving our goals because when our customers are happy, we’re happy.

Can you share some insights from the New Zealand market based on shopper data?

Kiwi customers typically shop for more premium high-fashion products than a typical shopper on The Iconic. They’re also what you could call  ‘early-bird-gets-the-worm’ shoppers in the sense that the share of New Zealand shopping happens earlier in the day (7-9 AM) or the afternoon. This is in contrast to the Aussie shopper who are heavily late evening or early night shoppers.

Can you share any insights about products which perform poorly in the Kiwi market?

There aren’t any specific trends New Zealand customers are avoiding, but what we do know is that they’re actively searching for Kiwi brands on site - this is why our category management team are working hard to expand our New Zealand brand offering, so we can ensure we’re bringing our Kiwi customers the product assortment they’re asking for.

Tell us about the Kiwi designers stocked on The Iconic. I spotted some Karen Walker, Georgia Alice and Marle – are there any others?

We have a number of great NZ designers on The Iconic including Huffer, Karen Walker, Georgia Alice and Marle - we’re also due to launch with Paris Georgia in September. Our head of menswear will be attending New Zealand Fashion Week this week on behalf of our buying team, so we’re excited to see the outcome as we continue to grow our New Zealand designer assortment - watch this space!

Where do you see GAP and J. Crew fitting into the New Zealand childrenswear category?

We’re excited to bring GAP and J.Crew into the New Zealand market over the coming months as we know they’re two brands Kiwis have been asking for, especially as this is the first time the brands will be available locally. It’s too early to tell how New Zealanders will react to the brands, but early indication is that they’re set to be favourites.

 

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Retail giant Nido has launched stage one

  • News
  • September 10, 2019
  • The Register
Retail giant Nido has launched stage one

Currently under construction in Henderson is Nido: A $60 million homegrown furniture and homewares concept store that’s expected to span 27,000 square metres. While the main store is still approximately three months from opening, Nido has launched its commercial furniture interiors division, which is named Nido@work.

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A journey to bricks and mortar: Two years on with Nisa

  • News
  • September 10, 2019
  • Hemma Vara
A journey to bricks and mortar: Two years on with Nisa

We talk to Elisha Watson, founder of social enterprise Nisa, about Nisa’s growth from online to an established store in Wellington. Nisa’s mission is to employ and empower women from refugee backgrounds.

Read more
 
 

The Athlete’s Foot digitises fittings with MyFit3D

  • Technology
  • September 9, 2019
  • Sarah Dunn
The Athlete’s Foot digitises fittings with MyFit3D

Swiss-owned global footwear chain The Athlete’s Foot has introduced a new piece of in-store technology called MyFit3D which digitises the fitting process. The technology will be rolled out at all stores across New Zealand.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Diversity in fashion: Size matters

  • News
  • September 9, 2019
  • Hemma Vara
Diversity in fashion: Size matters

We talk to Meagan Kerr, body positivity advocate and blogger at This is Meagan Kerr about how retailers can do better to cater to customers of all sizes.

Read more
 
 

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  • Sponsored content
  • September 6, 2019
  • Sponsored content
Quality over quantity

These days when you hear the words, ‘marketing’, ‘leads’, ‘websites’, ‘social media’ and so on, it’s easy to wonder what to focus on. Add to that, the saturation of industry experts, all claiming to deliver a complete suite of solutions and it can become overwhelming. At our marketing agency, we recognise the need to create clarity in your decision making! We’ve put together three simple steps to help you find your perfect marketing partner.

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Millers celebrate their 95 year anniversary

  • News
  • September 6, 2019
  • Sponsored content
Millers celebrate their 95 year anniversary

Proud to be family owned and established in the South Island, Millers is a household name that provides the very best in curtains, blinds and accessories to a loyal customer base that only continues to grow. As their 95th birthday fast approaches, there’s never been a better time to reflect on their triumphant past…

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