How The Iconic uses storytelling and brand purpose in online retail

Brooke Hemphill

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

To truly understand your customers, you have to understand yourself - that’s according to Alexander Meyer, Chief Marketing Officer of Australian online fashion retailer The Iconic.

The internal culture for employees needs to mirror the external brand for the customer and Meyer said: “The point here is, if you have an innovative culture internally, then you can wholeheartedly, authentically, from a realness perspective, be an innovative company towards your customers.”

The Iconic made a conscious decision to brand-build from the inside out, which has involved much soul-searching: “Are we a fashion company? Are we a retailer? Are we a tech...

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