Australia’s biggest online fashion retailer transforms the way people shop

Behind-the-scenes with The ICONIC

We’re a group of people who have a vision for what the retail industry can become and are bold enough to make that vision happen. At the same time, we’re a group of people who care deeply about our customers and the experience we’re giving them. That’s where we get our greatest satisfaction.

— Adam Jacobs, Co-founder and Managing Director, THE ICONIC

Adam Jacobs, Co-founder and Managing Director, THE ICONIC, talking about innovation within retail

Adam Jacobs, Co-founder and Managing Director, THE ICONIC

THE ICONIC, Australia’s biggest online fashion retailer, launched in 2011, built a retail website within five weeks, went from zero to 200 employees in six months, and was the market leader within nine. The company launches 200 new products every single day, delivers to customers in Sydney within three hours and across Australia either the same day or overnight. THE ICONIC is known for its beautiful online experience that makes it easy to search and buy online quickly to stay on top of the latest looks.

The ICONIC distribution warehouse

The ICONIC distribution warehouse

Technology is important to this progressive company behind the scenes, too. To enable their accelerated growth and supply chain speed, cloud-based collaboration tools are an important asset. From product design to delivery, THE ICONIC uses G Suite for key elements of its operations. During the apparel design process, designers stay in constant communication, sharing ideas, photos, fabrics, colors, and sketches via Drive and Hangouts.

ICONIC team member collaborating on Google Drive

The ICONIC uses G Suite for key elements of operations

On location, producers use Slides and Sheets to keep track of shots so things go smoothly post-shoot. In Google Cloud, THE ICONIC has found tools that are intuitive and facilitate rapid creativity. A company that’s never afraid to try new things—from pioneering better ways for people to shop for fashion to managing operations behind the scenes—being bold and innovative is THE ICONIC’s modus operandi.

We’re an organization that moves so fast that we’re constantly experimenting and trying new things. Google Docs is flexible, agile and easy to collaborate with -- it just fits into whatever we’re doing, wherever we need it.

— Adam Jacobs, Co-Founder and Managing Director

Watch how The ICONIC has gone Google

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  • Author

    Michael Brunner, Product Marketing Manager, G Suite, Google Cloud

  • Topics

    Collaboration, Culture, Innovation, File-Sharing, Google Drive

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