The Iconic has changed its game plan.
The online fashion retailer has revealed a new website aimed at enhancing customers' path to purchase.
The new website claims to have one of the fastest load times in the market at under two seconds.
In-house engineers have developed a mobile-first responsive design to target the 50 per cent of customers who shop on mobile or tablet.
The website has also been rebranded with a new look centred on the positioning 'For the new icons of fashion' and greater editorial-based content.
This has been supported by a national advertising campaign which launched on May 18.
The campaign is led by a TVC featuring model and muse Annabel Moore.
It also features an exclusive backing track by Melbourne group ALTA.
The Iconic CEO Patrick Schmidt said the platform currently receives over three million visitors per month.
"Designed and built by our in-house team at The Iconic headquarters in Sydney, our new responsive website delivers the content and functionality our customers value across all devices and screen sizes."
The new-look comes on the back of several international brand additions including River Island, Ted Baker and Dorothy Perkins.
The Iconic has kicked off a social media competition offering $500 shopping vouchers in celebration of the new website.