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Why The Iconic's Business Model is so successful?

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The Iconic’s Company Overview


The Iconic is a premier online fashion and sports retailer based in Australia. Founded in 2011, the company offers an extensive collection of clothing, shoes, accessories, and beauty products from both international and local designers. The Iconic is dedicated to delivering a seamless and enjoyable shopping experience for its customers through its user-friendly website and mobile app, fast and free shipping, and easy return policy. The company has established itself as a fashion destination that champions sustainability, inclusivity, and innovation in the retail industry. The business model of The Iconic revolves around its e-commerce platform that connects customers with a wide variety of fashion and sports brands. The company operates on a dropshipping model, where it holds no inventory but transfers customer orders and shipment details to either the manufacturer or a wholesaler, who then ships the goods directly to the customer. This model allows The Iconic to offer a vast range of products without the need for large storage spaces and inventory management, thereby reducing operational costs. The Iconic's revenue model primarily consists of retail sales. The company earns revenue by selling products at a markup from the wholesale price. Additionally, it also generates income through shipping fees for express deliveries and returns, although standard shipping is offered free of charge to customers. The Iconic also has a premium service, known as Iconic VIP, where members pay an annual fee to receive exclusive benefits such as early access to sales, priority customer service, and free express shipping. This diversified revenue model allows The Iconic to maximize its profit margins while providing value-added services to its customers.

https://www.theiconic.com.au/

Country: New South Wales

Foundations date: 2011

Type: Private

Sector: Consumer Goods

Categories: eCommerce


The Iconic’s Customer Needs


Social impact:

Life changing: affiliation/belonging, motivation

Emotional: design/aesthetics, badge value, attractiveness, provides access

Functional: quality, variety, informs


The Iconic’s Related Competitors



The Iconic’s Business Operations


Curated retail:

Curated retail guarantees focused shopping and product relevance; it presents a consumer with the most appropriate options based on past purchases, interactions, and established preferences. It may be provided via human guidance, algorithmic recommendations, or a combination of the two.

Advertising:

This approach generated money by sending promotional marketing messages from other businesses to customers. When you establish a for-profit company, one of the most critical aspects of your strategy is determining how to generate income. Many companies sell either products or services or a mix of the two. However, advertisers are frequently the source of the majority of all of the revenue for online businesses and media organizations. This is referred to as an ad-based income model.

Customer relationship:

Due to the high cost of client acquisition, acquiring a sizable wallet share, economies of scale are crucial. Customer relationship management (CRM) is a technique for dealing with a business's interactions with current and prospective customers that aims to analyze data about customers' interactions with a company to improve business relationships with customers, with a particular emphasis on retention, and ultimately to drive sales growth.

Customer loyalty:

Customer loyalty is a very successful business strategy. It entails giving consumers value that extends beyond the product or service itself. It is often provided through incentive-based programs such as member discounts, coupons, birthday discounts, and points. Today, most businesses have some kind of incentive-based programs, such as American Airlines, which rewards customers with points for each trip they take with them.

Digital:

A digital strategy is a strategic management and a business reaction or solution to a digital issue, which is often best handled as part of a broader company plan. A digital strategy is frequently defined by the application of new technologies to existing business activities and a focus on enabling new digital skills for their company (such as those formed by the Information Age and frequently as a result of advances in digital technologies such as computers, data, telecommunication services, and the World wide web, to name a few).

Fashion sense:

In any customized sense of style, the golden guideline is to buy garments that fit correctly. Nothing ruins an ensemble more than an ill-fitting jacket, shirt, or trouser, regardless of the dress code or the cost of the clothing. Personal Values Sharing as a Brand Identity A significant component of developing a company that fits your lifestyle is growing a business grounded in your beliefs.

Fast fashion:

Fast fashion is a phrase fashion retailers use to describe how designs travel rapidly from the catwalk to catch current fashion trends. The emphasis is on optimizing specific supply chain components to enable these trends to be developed and produced quickly and affordably, allowing the mainstream customer to purchase current apparel designs at a reduced price.

Online marketplace:

An online marketplace (or online e-commerce marketplace) is a kind of e-commerce website in which product or service information is supplied by various third parties or, in some instances, the brand itself, while the marketplace operator handles transactions. Additionally, this pattern encompasses peer-to-peer (P2P) e-commerce between businesses or people. By and large, since marketplaces aggregate goods from a diverse range of suppliers, the variety and availability are typically greater than in vendor-specific online retail shops. Additionally, pricing might be more competitive.

eCommerce:

Electronic commerce, or e-commerce (alternatively spelled eCommerce), is a business model, or a subset of a larger business model, that allows a company or person to do business via an electronic network, usually the internet. As a result, customers gain from increased accessibility and convenience, while the business benefits from integrating sales and distribution with other internal operations. Electronic commerce is prevalent throughout all four main market segments: business to business, business to consumer, consumer to consumer, and consumer to business. Ecommerce may be used to sell almost any goods or service, from books and music to financial services and airline tickets.

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