Fashion and lifestyle platform The Iconic has just unveiled its first-ever loyalty program called ‘Front Row’.
The level-based program is free to join and is co-designed with direct input from more than 50,000 customers.
Front Row includes Icons, a loyalty currency members collect every time they shop to unlock rewards, special offers and exclusive experiences.
As members collect Icons, they progress through four Status Levels – Insider, Stylist, Muse and VIP. Higher levels unlock exclusive benefits and faster-earning.
Upon launch this week, The Iconic will assign an initial Status Level to customers who join, based on their eligible past shopping behaviour.
“Our customers have been asking for a loyalty program for some time, and doing it well builds trust and fuels growth,” The Iconic CMO Joanna Robinson said.
“We’ll continue to enhance the program in line with what customers are telling us, from incentivising conscious shopping behaviours, to creating more exclusive, in-person events, including surprising select VIP members with tickets to an exclusive music event this November.”
To help co-design the program with its customers, The Iconic launched the Inner Circle in October 2024 as a customer research forum. Within 24 hours of launching the Inner Circle, 35,000 customers had engaged. Since then, more than 50,000 individuals have contributed via surveys, ongoing research and multiple focus groups specific to loyalty.
According to The Iconic, these insights shaped the program, including the design of the interface.
Customer input will continue to inform and guide the evolution of Front Row throughout 2026.
A key theme that emerged from initial research was a desire to be rewarded for shopping consciously, with the loyalty program’s roadmap involving plans to incentivise circular fashion habits such as buying pre-loved items.
The Iconic is also exploring ways to reduce the platform’s high return rate by possibly rewarding positive change-of-mind return habits. The fashion platform’s return rate was at 29 per cent in 2024, according to a Company Overview report released by the platform’s parent company, Global Fashion Group, in August this year.
The Iconic’s sister platforms, Zalora in Southeast Asia and Dafiti in Latin America, have lower return rates, at 15 per cent and 12 per cent respectively.
The Iconic’s Front Row features a custom dashboard that was built in-house and is accessed via its shopping app and online website.
Front Row will commence a phased roll-out throughout October, with customers who have shopped with The Iconic in the past 12 months automatically enrolled. Only customers aged 18 or over are eligible to join the program.
The Iconic anticipates all customers will have access to the program in the upcoming months.