The Iconic unleashed five customer and partner-led initiatives to trade through COVID-19.
These included the accelerated release of an outlet venture, a new consignment model and a pivot into beauty and wellness.
Speaking at Ragtrader Live and Uploaded, chief growth officer Melissa Drennan detailed the five-tier strategy and how it has elevated the experience of 15 million customer visits per month.
“In the eight years I’ve been with The Iconic, I've seen continued innovation.
"For us, we had a number of initiatives in the pipeline but with the pandemic, we re-prioritised and accelerated the key opportunities."
Make sure you watch the full video above for an insight into the strategy release.