The Iconic GM of fashion Anna Brennan details the changes the eTailer has seen in consumer buying habits.
What are some of the top selling Australian designer brands you currently stock?
Homegrown labels such as Christopher Esber, Anna Quan, Camilla & Marc, Oroton, Bec & Bridge, P.E Nation, Ginger and Smart and Acler are just a few of the favourites.
Our customers love supporting Australian fashion and we’re seeing many of our shoppers making the most of being able to up their style game and dress up again.
What designer collections are you most looking forward to seeing at Fashion Week?
Fashion Week is always such a vibrant period.
I love seeing the culmination of creativity on and off the catwalk.
A few of the shows on top of my list include Oroton, First Nations Fashion & Design, Christopher Esber, Romance was Born, Ginger and Smart and Non +.
I’m particularly looking forward to the latter as our industry needs a greater injection of Australian men’s designer fashion.
What are the key pieces or categories you will be searching for?
I’m loving the movement to gender fluid dressing and this is something I’ll be looking for on the catwalk this year.
I’ll also be keeping an eye out for relaxed tailored pant suits, statement dresses, co-ords, resort wear and head-to-toe monochrome-inspired style.
How have purchasing habits changed during the pandemic and what are the core changes you’re seeing?
The last 12-18 months have told an interesting style story.
While in 2020 our shoppers gravitated towards casual comfort, this year we are seeing a completely different shift.
Our 2021 shopper is prioritising elevated style and investment pieces.
Think outerwear, boots, brogues to knit sets.
We are also witnessing a renewed movement to natural fibres, Australian made and a preference to more sustainable style.
At The Iconic, our target is to have 50% of our assortment by 2025 feature key sustainability credentials, so we are thrilled to see strong momentum here!
What do you see as the biggest opportunity currently as a buyer?
Right now, some of the biggest opportunities are in sustainability, circular fashion, and all things inclusive.
For us at The Iconic, that covers everything from unisex and gender fluid style, size extensions in existing brands, modest to accessible ranges.
We’re also focused on supporting Australian, locally-made and Indigeneous designers.
Based on the current baby boom, kids and babywear will also be one to watch, along with bridal and event dressing with our new norm welcoming the return of weddings.
What is the biggest challenge?
We’ve got such an innovative, engaged and passionate team who want to be able to do it all now for our customers.
Often what can be a key challenge for us is choosing between the priorities we focus on now and what we park for the future.
Looking forward to the resort season, what do you think will be the key trend to emerge?
The trends we’ll be watching include gender fluidity, inclusivity and sustainability, which will continue to accelerate across coming seasons.