Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, has launched a new brand platform, coinciding with its refreshed company purpose: ’Creating a better way for people to shop’.

More than a standalone marketing campaign — ‘Got You Looking’ is a masterbrand approach threading everything together across paid media, customer experience, e-commerce and app touchpoints.

THE ICONIC CEO, Jere Calmes said, “At its core, THE ICONIC is constantly striving to do things better than the traditional status quo, better than normalized expectations. Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future. From enhancing our customer experience and technology, advancing our people and planet progress and forging meaningful brand partnerships, we’re driven by our unwavering commitment to be better.”

THE ICONIC chief marketing officer, Joanna Robinson added, “THE ICONIC has a history of doing things that turn heads. 12 years ago, we set out to disrupt retail in Australia and New Zealand by creating a better way for people to shop – and we’re still creating better ways today.

“We set a new industry standard with our unmatched delivery offering and free returns and continue to create memorable experiences that leave our customers looking for more. This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with THE ICONIC.”

Created in partnership with Dentsu Creative and Love Media, the ‘Got You Looking’ creative has been crafted to draw attention, encouraging viewers to double take the image.

As part of its launch, an integrated campaign is rolling out across owned, paid and earned media, with a range of executions bringing to life fashion, sport, beauty, exclusives and pre-loved items with the renowned fast delivery offering.

THE ICONIC attracts 20 million website visits per month, around 2,000 app downloads every day and a growing social media following nearing two million.