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The Iconic ‘heroes’ sport offering as shopping habits shift

The Iconic has released a new television campaign reminding Australians and New Zealanders that it stocks a wide range of sportswear, footwear and accessories at a time when “outdoor exercise” is one of the few reasons some people in these countries are permitted to leave their homes.

The TVC highlights some of the more than 100 international and local sport brands available on The Iconic, including Nike, Adidas and Under Armour, and underscores the retailer’s free express delivery offer.

The ad’s final tagline, “sport has a new player”, suggests The Iconic is bringing a new focus to a corner of the apparel market that it first entered four years ago, which is estimated to be worth A$2.5 billion, according to IBISWorld.

“The Iconic is the premier destination for sport in Australia and New Zealand, and this is only just the beginning,” said Alexander Myer, The Iconic’s chief marketing officer.

One reason for this new focus may be the rise in demand for fitness products throughout the global coronavirus pandemic. During tough lockdowns in March, April and May, outdoor exercise was one of the few reasons people were permitted to leave their homes.

Currently, these restrictions still apply to people in metropolitan Melbourne and Auckland, where local governments are attempting to contain a resurgence of new coronavirus cases.

Zip, a popular buy now pay later company that tracked the weekly spending of 1.8 million Australians since April, reported a significant increase in spending on at-home fitness and gym equipment, as well bike stores, while spending on categories like cosmetics and lingerie fell.

Pureplay online retailers like The Iconic are best placed to capitalise on the opportunity, since they are less affected by the trading restrictions placed on bricks-and-mortar retailer in Melbourne and Auckland.

The pandemic is believed to have fast tracked several years’ worth of e-commerce growth into a few short months. And one indication of the new prominence of online-only retailers is the number of new TVCs coming from the likes of Adore BeautyTemple & Webster and, now, The Iconic.

This story first appeared on our sister site Inside Retail Australia.

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