GFG introduces a new way for customers to shop by their personal sustainability values

LUXEMBOURG  – 16 APRIL, 2019: Global Fashion Group (GFG) the leading fashion and lifestyle destination in growth markets is proud to introduce a new way for customers to shop conscientiously in Australia and New Zealand. With the launch of Considered on its e-commerce platform in Australia, THE ICONIC –  GFG becomes one of the first online retailers globally to launch an initiative of this kind.

Considered uses THE ICONIC’s five ‘Sustainability Credentials’ categories to allow customers to filter and find products holding sustainability credentials, allowing them to seamlessly shop by their personal sustainability values.  This game-changing initiative highlights GFG’s commitment to helping empower customers to make informed purchasing choices through education and accessibility. It aims to demystify the complex and sometimes confusing world of sustainable fashion.

Patrick Schmidt, Co-CEO of GFG, said:Considered is a testament to GFG’s commitment to social and environmental responsibility. As a global company with 11.4 million active customers and over 10,000 fashion & lifestyle brand partners, we understand the responsibility we have to both our customers and our planet. Sustainability is an essential component of ensuring long-term business value and as part of better managing our own impacts, we see an opportunity to drive this conversation forward in the high growth markets in which we operate. As one of the first online retailers globally to launch an initiative of this kind, we have made important progress to date, however we are humble enough to know that this is a journey and we still have much work to do.”

Being a part of Considered means the product on THE ICONIC is made using at least one material or process that is better for humans, animals or the environment than conventional alternatives, or is from a brand which is making contributions to the community around us. When customers shop THE ICONIC, they will be able to refine their selection by the sustainability category of their choice using a filter system, which they can find  on the left side of the page where the current filter is located.

Considered by THE ICONIC launches with over 6,400 products tagged with sustainability credentials across 300+ brands. THE ICONIC expects to grow the Considered assortment to more than 10,000 products in the short-term with new products holding sustainability credentials added daily. Products on Considered by THE ICONIC include womenswear, menswear, kidswear, sport, footwear and accessories from brands such as KITX, Outland Denim, Maggie Marilyn, R.M. Williams, Manning Cartell, Patagonia, Lee Matthews, Nobody Denim, Assembly Label, Outerknown and more.

GFG’S strategy and success in its markets is underpinned by a truly diverse workforce and commitment to social and environmental responsibility. This new launch in Australia is a huge step forward in helping GFG achieve its aim of delivering fashion in a sustainable and responsible way.

For more information visit:

Considered by THE ICONIC is now live on THE ICONIC here:




About Global Fashion Group (GFG)

Global Fashion Group (“GFG”) is the leading fashion and lifestyle destination in Asia Pacific, Latin America and CIS. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established e-commerce platforms: THE ICONIC, ZALORA, Dafiti and Lamoda. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 19 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2018, GFG delivered over 27 million orders to over 11 million active customers, generating Net Merchandise Value of approximately €1.5 billion. For more information, visit

About THE ICONIC’s Sustainability Credentials

The Sustainability Credentials are a specific set of criteria that apply at a SKU (a.k.a. product) level (not brand level) that THE ICONIC use to communicate the sustainability credentials of own-brands and of products from third party brand partners. These criteria are intended to provide consistent and specific information at the point of sale and help to educate customers.

Using 30 Sustainability Categories, in five overarching categories (listed below), Considered by THE ICONIC aims to demystify the complex and at times, confusing world of sustainable fashion.

When shopping Considered by THE ICONIC onsite, customers can easily filter, identify and purchase products based on the tagged Sustainable Credential categories, and in turn, shop by their personal sustainability values.

The full list of Sustainability Credentials can be found here.


THE ICONIC is Australia and New Zealand’s fastest growing and leading fashion destination. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience for its customers. THE ICONIC boasts fast and on-time delivery across Australia and New Zealand, free shipping over $50 and free returns for 30 days, and is also Australia and New Zealand’s most downloaded fashion app. THE ICONIC has thousands of international and local brands and products across Womens, Mens, Sport, Designer, Kids and Considered with 200+ new products arriving on site daily. A proud member of Global Fashion Group, the world’s leader in online fashion for growth markets, THE ICONIC is focused on liberating its customers with endless shopping possibilities. For more information, visit