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The Iconic targets cost-conscious shoppers with new outlet store

The Iconic has launched a new website called The Iconic Outlet, where an assortment of men’s, women’s and kids’ fashion and sport products are available at steep discounts.

Savings start at 50 per cent off or more, with some tops priced as low as $10 and shoes as low as $15 in a special launch offer.

Brands include popular Australian fashion labels, such as Mossman, Rolla’s, Talulah, Bec + Bridge, Shona Joy, Finders Keepers, Rolla’s, Outland Denim and Cotton On, as well as major international names like Calvin Klein, Tommy Hilfiger, Boohoo, Topshop and Adidas, and The Iconic’s private label brand Atmos & Here.

More brands, categories and tech features are slated to launch in the coming months.

“[I]t’s outlet shopping unlike we’ve ever known here in Australia and New Zealand,” Erica Berchtold, The Iconic CEO, said in a statement about the launch.

While The Iconic Outlet will operate as a separate site, it will offer the same fast delivery options and seamless customer experience as the main platform. It will also allow shoppers to use the retailer’s Considered function to shop by a range of environmentally friendly and ethical filters.

The outlet store had been planned for some time, according to Berchtold, but the company decided to fast track the launch due to the changing needs of consumers and brands in the aftermath of the global coronavirus pandemic.

Like traditional outlet stores, the new online store enables brands to clear end-of-season stock and reach more cost-conscious customers who may not buy their products at full price.

DFO regional manager Michael Quinn believes affordability is front of mind for shoppers even as life gets back to normal in some parts of the country.

“As life has returned to a relative normal pace across Brisbane, we’re seeing shoppers come back in-centre, which is fantastic to see, but it is affordability which is primarily driving their purchasing decisions,” he said in a media release.

DFO Brisbane has reported an uptick in demand across its fitness, apparel and homewares categories, with the owner of one homewares retailer seeing a 10 to 20 per cent sales increase for some products.

“Pasta machines, cocktail shakers, Spanish gin glasses, craft beer glasses, pizzas stones; these are a few of the items that we’re currently selling 10 to 20 times more than normal. People have started cooking again and are loving it,” Gordon McCone, the owner of Jones & Co and Lemon Ginger Kitchenware Outlet, said.

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