THE ICONIC ANNOUNCES ANTICIPATED LOYALTY PROGRAM, THE ICONIC FRONT ROW

Sydney, 22nd September 2025 – Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, today announced its much anticipated loyalty program, THE ICONIC Front Row. Free-to-join and co-designed with direct input from more than 50,000 customers, THE ICONIC Front Row delivers benefits and experiences that reflect what matters most to them, a loyalty program that listens.

The level-based program introduces ICONS, a loyalty currency members collect every time they shop to unlock rewards, special offers and exclusive experiences. As members collect ICONS, they progress through four Status Levels – Insider, Stylist, Muse and VIP, with higher levels unlocking exclusive benefits and faster earning. Recognising the existing loyalty of its customers, THE ICONIC will assign initial Status Levels at launch, based on eligible past shopping behaviour.         

Joanna Robinson, CMO, THE ICONIC said, “THE ICONIC Front Row gives our customers more with every purchase, delivering simple, transparent value in a personal way. From day one we’re recognising our existing customers for their loyalty, assigning Status Levels based on their history with us and providing benefits that genuinely matter.”

Robinson continued, “Our customers have been asking for a loyalty program for some time and doing it well builds trust and fuels growth. We’ll continue to enhance the program in line with what customers are telling us, from incentivising conscious shopping behaviours, to creating more exclusive, in-person events, including surprising select VIP members with tickets to an exclusive music event this November. Our customers will be rewarded more than ever before when THE ICONIC Front Row launches, and there is even more to come.” 

To truly co-design the program with its customers, THE ICONIC launched the Inner Circle in October 2024 as a customer research forum. Within 24 hours of launching the Inner Circle, 35,000 customers had engaged. Since then, more than 50,000 individuals have contributed via surveys, ongoing research and multiple focus groups specific to loyalty. These insights have shaped THE ICONIC Front Row’s Status Levels, ICONS currency and rewards, the design of the interface and more. 

Customer input will continue to inform and guide the evolution of THE ICONIC’s loyalty program throughout 2026. A key theme that emerged was a desire to be rewarded for shopping consciously and THE ICONIC Front Row roadmap includes plans to incentivise circular fashion habits such as buying pre-loved items. Rewarding positive change-of-mind return habits to reduce return rates is also being explored. These elements and more will be built into the 2026 plans.

THE ICONIC Front Row features a custom dashboard that was built in-house and delivers a seamless and consolidated digital journey across app and desktop. The experience is intentionally fashion-led, with a modern, intuitive interface that prioritises the customer. Members can view their ICONS, Status Level and next reward, presented alongside personalised offers. 

THE ICONIC Front Row will commence a phased roll-out throughout October, with customers who have shopped with THE ICONIC in the past 12 months automatically enrolled*. It is anticipated all customers will have access to the program in the upcoming months. All new customers to THE ICONIC will automatically receive membership to THE ICONIC Front Row when they sign up. 

*Only customers aged 18 or over are eligible to join THE ICONIC Front Row.

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THE ICONIC Front Row Offering: 

• • ICONS currency: ICONS contribute towards a member’s Status Level and unlock the member’s next $10 Front Row Reward. Simple, transparent value on every purchase made. A member can earn ICONS in two main ways: 
    • Shop to Collect: collect ICONS for every dollar spent at THE ICONIC (between 2-4 ICONS earned depending on the member’s Status Level).

• Access Extra Offers: collect bonus ICONS for completing Access Extra offers. Bonus ICONS may be earned for purchasing a specific brand, or on a double ICONS weekend. 

• • Status levels: Members progress through four levels – Insider, Stylist, Muse and VIP – unlocking greater benefits as they move up. Higher Status Levels unlock more benefits. 
  • Rewards: The following rewards will be available:
    • $10 Front Row Reward: Collect 1,000 ICONS to unlock a $10 Front Row Reward. 
    • Bonus Rewards: Members can also be issued surprise rewards from THE ICONIC throughout their membership year as a thank you. 
    • Birthday Reward: Reward given to a member to celebrate their Birthday.
    • Anniversary Reward: Reward given to ‘Muse’ and ‘VIP’ members to celebrate the anniversary of their account creation at THE ICONIC. 
  • Rewards past-purchase behaviour: Upon launch, customers will be assigned status based on their purchases over the prior 12 months. New members join THE ICONIC Front Row at Level 1: Insider. 

• Loyalty that listens: The program has been designed in partnership with THE ICONIC’s customers via ongoing research and intensive focus groups. 

• Seamless interface: An in-house built loyalty dashboard across app and desktop provides a consolidated and seamless digital journey, with clear visibility of ICONS, Status Levels and rewards.

Ongoing evolution: THE ICONIC Front Row is launching as a first release at the end of September, THE ICONIC will continue to listen to its customers and evolve the program throughout 2026 and beyond.

About THE ICONIC

THE ICONIC is Australia and New Zealand’s leading fashion and lifestyle platform. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience. THE ICONIC offers fast delivery across Australia and New Zealand, with free shipping on orders over $75 and free returns for 30 days. Featuring thousands of international and local brands, its range spans Women, Men, Sport, Beauty, Wellness, Home, Designer, Kids, Toys, and the Considered collection. A proud member of Global Fashion Group—the world’s leader in online fashion for growth markets—THE ICONIC is focused on shaping the future of shopping in Australia and New Zealand. For more, visit theiconic.com.au / @theiconicau.

About Global Fashion Group

Global Fashion Group (GFG) is the leading fashion and lifestyle destination in LATAM, SEA and ANZ. From GFG’s people to its customers and partners, the Company exists to empower everyone to express their true selves through fashion. GFG’s three ecommerce platforms –  Dafiti, ZALORA and THE ICONIC – connect an assortment of international, local and own brands to a market of 800 million consumers from diverse cultures and lifestyles. GFG’s platforms provide seamless and inspiring customer experiences from discovery to delivery, powered by art & science that is infused with local expertise. The Company’s vision is to be the #1 fashion & lifestyle destination in its markets, and is committed to doing this responsibly by being people and planet positive across everything it does.