Australian fashion and lifestyle platform The Iconic has rebranded its unified retail media offering to ‘ICONIC Media’.
According to the platform, this rebrand is designed to help more than 1,500 fashion and lifestyle brand partners connect with customers across the entire shopping journey.
Iconic Media also brings together onsite advertising, first-party data and despoke campaign opportunities, which are intended to provide full-funnel campaign options.
The Iconic’s rebrand of its media offering adds to a line-up of other major retailers driving retail media arms. This includes David Jones, Kmart Group and Big W, with Myer recently signing on a Coles executive to drive the launch of its own retail media arm.
The Iconic’s revamped media arm also includes a self-service option for partners to create, manage and optimise onsite advertising campaigns in real time.
In the first half of 2026, The Iconic’s advertising solution delivered 160 per cent year-on-year revenue growth with an average return on ad spend (ROAS) of 390 per cent for sponsored products. Currently supporting over 290 brands, the platform noted these results reflect growing partner demand.
“The customer journey is no longer linear,” The Iconic director of platform media and services, Joshua Nunan, said.
“Customers are constantly moving between discovery, validation and purchase, often across multiple platforms and touchpoints before they make a decision. So for fashion and lifestyle brands, retail media can no longer be limited to sponsored placements at the point of conversion.
“We are combining rich customer insights, strategic media placements and creative marketing opportunities to help brands show up in ways that are useful and relevant to how customers shop today.”
Over the past 12 months, the retail media team has delivered unique brand activations including Nike Outrun the Delivery Van, talent-led influencer campaigns with Polo Ralph Lauren, exclusive on-site activations with PayPal and integrated flyer campaigns with Uber.