The Iconic is launching its first pop up fashion event in the lead up for Christmas, as the online retailer looks to capitalise on the convergence of bricks and clicks in the busy festive shopping season.
The catwalk event, which is only being advertised via its Facebook and Twitter pages, invites shoppers to model for the chain at a pop-up in Sydney and receive a refund offer only up to $300 excluding shipping.
The Iconic is also improving its Christmas delivery services including guaranteed same day delivery service up until Christmas eve and click and collect in partnership with delivery network ParcelPoint. The retailer's aim is to make online shopping for consumers easier and and stand taller than its rivals.
Adam Jacobs, co-founder and managing director, of The Iconic, says that the retailer is “continually looking for innovative ways to make shopping online more convenient”, adding that the partnership with ParcelPoint is to ensure that consumers who find home deliver inconvenient “never have to wait around for a parcel again.”
The news comes as The iconic attracts US$20 million investment from US capital investment firm Scopia Capital management.
The additional finance will help to quell questions being raised over how viable The Iconic's model is. The two-year old online only business has yet to turn a profit but is growing rapidly. It achieved its first $1 million day in November as part of the Click Frenzy online shopping event during which it offered 30% off everything, and is fast approaching its millionth order.
The pureplay fashion retailer reportedly axed 10% of its 300 staff earlier this year and one of its co-founders left the chain and returned to Germany.
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