THE ICONIC celebrates 7th Birthday with Birthday Trend Report and 30% off almost everything on site

SYDNEY, 9 October 2018 – Australia and New Zealand’s leading online retailer, THE ICONIC, has revealed that Aussie and Kiwi customers have spent the equivalent of over 1,000 years shopping their favourite fashion, sports and kids trends in 2018 alone. To celebrate the milestone and its 7th Birthday, THE ICONIC is today launching its biggest sale event of the year, giving shoppers in 30% off almost everything on site.

THE ICONIC has used its data to produce its first Birthday Trend Report, shining a light on some of Australia and New Zealand’s most popular, and often quirky, online shopping habits and fashion trends.

Top 7 insights include:

  1. 13 million and counting – THE ICONIC has shipped over 13 million orders to customers since it launched in 2011.
  2. Can’t stop the shop – Aussies and Kiwis are spending twice as much time online shopping now vs 2011, and in 2018 alone, they’ve already spent 440,000+ days on THE ICONIC, equivalent of 1,100 years.
  3. All Star buys – Converse’s Chuck Taylor All Star Ox is THE ICONIC’s all-time best seller, followed by the timeless Adidas Originals Superstar.
  4. Fashion is…comfort – Birkenstocks are the third all-time best seller, while jeggings refuse to go away, selling strongly in 2018.
  5. Staple it together – THE ICONIC’s wardrobe staples are consistent sellers – 150,000 white t-shirts and 200,000 pairs of jeans are sold every year.
  6. Shoe-aholics – It’s time to talk about our shoe problem – six of THE ICONIC’s seven biggest selling items of all time are shoes and sneakers (the other is this watch).
  7. Savvy shoppers – Northern Territory shoppers are our biggest bargain hunters, shopping most during sale periods, followed by Queensland and New Zealand.

Chief Executive Officer at THE ICONIC, Patrick Schmidt, said: “There’s definitely no feeling of ‘Seven Year Itch’ here at THE ICONIC as we celebrate our seventh birthday, and it’s a milestone we couldn’t be more proud of. Not only have we shipped a whopping 13 million orders since we launched in 2011, our customers have spent the equivalent of over 1,100 years shopping with us in 2018 alone.”

“We’ve also welcomed over 300 new brands to THE ICONIC since our last birthday, taking us to over 1,000 brands on site – that’s almost one new brand for our customers to shop every single day! It’s only thanks to our incredible 750 strong team (both at HQ and our Fulfilment Centre) that enables us to achieve such amazing results, as we continue to create the shopping experience of the future for Aussies and Kiwis.”

THE ICONIC’s Birthday sale event begins today (9 October) and runs until 10pm tomorrow (10 October) with 30% off the majority of THE ICONIC’s 60,000 products and 1,000 local and international brands. Customers shopping the sale have access to the same market-leading delivery options they know and love from THE ICONIC – with orders available in as little as three hours in Sydney and next day for most other parts of Australia.

– ENDS –


THE ICONIC’s Top 7 Fashion Trends of 2018
THE ICONIC has used its data to produce a definitive list of the top seven fashion trends of 2018 so far, led by some familiar favourites making strong comebacks.

  • Leopard Prints – The trend that’s been around for decades has remained the stylish staple in every woman’s wardrobe, but in 2018 it’s coming back in a BIG way.
  • Power suiting up – The power suit is in the midst of a renaissance. Women are owning the trend, synonymous with masculinity, by putting their own twist on it. From bold prints and bright colours, to modern silhouettes, power suits have been rocking red carpets this year.
  • Chinos you know – 2018 saw the top one and two most popular selling items for men were chinos. A trend that first took the male wardrobe by storm a few years ago isn’t slowing down anytime soon.
  • #Dadspiration – It’s rare that you look to dad for fashion inspo, but dad sneakers are having one hell of a moment for both men and women.
  • Stand out in the crowd – A surefire way to stand out in the crowd, the brightest brights are a major trend for 2018. Neon took the runway this year and has been donned by fashionistas Kim Kardashian and Blake Lively.
  • 90s athleisure – from bum bags to bike shorts and big logos, you’re bona fide 90’s kid is living their best life right now with the continued revival of this trend.
  • Slidin’ – THE ICONIC ladies love slides – they’ve been constantly searching for these over the past year, rain, hail or shine. Hugely popular with men, too.

Head of Style at THE ICONIC, Nicole Adolphe, adds: “Fashion is always recycling its trends and we’ve seen that across THE ICONIC this year when we look back at 2011 vs. 2018. Some trends come back every year with a slight tweak – think florals, polka dots, wedge shoes, ruffle dresses and floral prints. Others come back in decades like the 90s, with the ongoing athleisure revival, or the 80s with this year’s return of women’s power suits. The vibe is always different though, it’s always a new take on that old trend with a slightly new shape.”

Seven Wonders of the Wardrobe – THE ICONIC’s biggest selling items

All-Time Greats: Top 7 Biggest Selling Items 2011-2018

  1. Chuck Taylor All Star Ox – Converse
  2. Superstar – Unisex – Adidas Originals
  3. Arizona Regular – Unisex – Birkenstock
  4. Torquay Sandals – SPURR
  5.  Original SWS – Saltwater Sandals
  6. The Original – The Horse
  7. 2750 Cotu Classic – Unisex – Superga

Hot Right Now: Top 7 Biggest Selling Items 2018

  1. Chuck Taylor All Star Ox – Converse
  2. Old Skool – Vans
  3. Swift Run – Unisex – Adidas Originals
  4. Torquay Sandals – SPURR
  5. Adilette – Unisex – Adidas Originals
  6. Janie Skin Tight Jeggings – Atmos&Here
  7. The Original – The Horse

Throwbacks: Top 7 Biggest Selling Items 2011

  1. Lope – Elroy
  2. Campaign – Elroy
  3.  Segue – Elroy
  4. Staple Basic Crew – Staple Superior
  5. Staple Basic 3/4 Raglan – Staple Superior
  6. Staple Basic V Neck – Staple Superior
  7. Tight – Cheap Monday

Stepping back – shoe favourites of 2011 that died out

  • The Dali Range
  • Shimmer – Lipstik
  • Utica – Therapy

Shopping Habits by State / Region

Can’t stop the shop – most time spent online shopping – BY STATE / COUNTRY

  1. New South Wales (3x higher than VIC)
  2. Victoria
  3. Queensland
  4.  NZ
  5. Western Australia
  6. South Australia
  7. Australian Capital Territory
  8. Tasmania
  9. Northern Territory

Bargain Hunters – who shops the most during sale periods – BY SUBURB

  1. Elevated Plains, VIC
  2. Beechboro, WA
  3. Huonville, TAS
  4. Inverloch, VIC
  5. Blackbutt, QLD
  6. Alexandra Hills, QLD
  7. Phillip Bay, NSW
  8. Auckland City, NZ
  9. Groomsville, QLD
  10. Willawarrin, NSW

Bargain Hunters – who shops the most during sale periods – BY STATE / COUNTRY

  1. Northern Territory, Australia
  2. Queensland, Australia
  3. New Zealand
  4. Western Australia, Australia
  5. Australian Capital Territory, Australia
  6. Victoria, Australia
  7. South Australia, Australia
  8. New South Wales, Australia
  9. Tasmania, Australia

Fastest-growing suburbs for online shopping: 2017 vs 2018

  1. Schofields, NSW
  2. Freshwater Creek, VIC
  3. Grasstree Hill, TAS
  4. Clyde, VIC
  5. Edmondson Park, NSW
  6. Burrell Creek, NSW
  7. Underwood, QLD
  8. Devon Hills, TAS
  9. Peachester, QLD
  10. Liffy, TAS


Notes to Editors

THE ICONIC is defining the future of retail. Since 2011 we have been changing the way Australian and New Zealanders shop online by providing an unparalleled shopping experience, through our product offering and customer experience. THE ICONIC boasts:

  • Fastest delivery across Australia and New Zealand (inc. 3 hour and twilight delivery in Sydney, same day delivery to Melbourne, Adelaide and Brisbane, free overnight delivery to NZ [Christchurch, Wellington, Auckland], next day delivery to metro areas in Australia)
    • Free returns (for 30 days)
    • Free shipping (over $50)
    •  Fast and local customer service
  • Over 1,000 local and international brands, 60,000 products, 200 new arrivals daily
  • 2m+ app downloads (making it Australia’s most downloaded fashion app)
  • 12 million visits per month (making it one of Australia’s most popular shopping destinations)
  • Dedicated Premium Hub and THE ICONIC Sport to provide customers the best fashion and sportswear assortment across ANZ