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.