Australian fashion website The Iconic appoints Razor Group + launches new integrated campaign
Razor Group, which includes Australia’s leading independent creative and consulting agency Joy, media agency Razor and social content experts Amplified, has added Australia’s most popular online fashion retailer: The Iconic to its client portfolio.
Razor, Joy and Amplified have collaborated on a fully integrated go-to-market strategy for The Iconic. The first stage is a campaign across television, radio, digital, transit, office display and social media. It focuses on the positioning “for the new icons of fashion”, and is led by a striking, fashion forward TVC featuring model and muse Annabel Moore with an exclusive backing track by up and coming Melbourne duo ALTA.
The Iconic is Australia’s #1 fashion website with over three million visitors per month and was named “Australia’s second most successful e-commerce site” behind mature retail giant Big W in 2013. The Iconic’s new look website features one of the fastest load times in the market of 
under two seconds and a mobile optimised responsive design.
Razor Group will manage above-the-line media campaigns for The Iconic, as well as support key strategic creative and social projects working with The Iconic’s in-house team. The Iconic chose to engage with Razor Group’s suite of disciplines following a special branding project with Joy Consulting resulting in a refreshed position centered on the concept of ‘for the new icons of fashion’.
Says Martin Patton, Razor Group’s executive director: “The Iconic was a great challenge for us, I think the client valued our seamless dynamic collaboration across all disciplines, which is perfect for game-changing brands like The Iconic who have only one ambition of being category leaders and offer consumers extraordinary experiences. The Iconic is a demanding business operating in a highly competitive category, where leveraging all assets is imperative in creating currency and heat around the brand. We are looking forward to measuring the results.”
Says Christy Peacock, Joy’s creative director: “It’s very exciting to influence a brand across every touch point and to be involved in a brand transformation that brings the power of emotion to what has been a very successful rational proposition.”
Says Adam Jacobs, The Iconic’s managing director: “Working with the Razor and Joy guys is honestly so much fun. We needed an agency who get what The Iconic is about and understand that innovation and the customer journey is at the heart of everything we do, including our marketing. Razor Group not only has a strong strategic understanding of our business, but our working dynamic is incredibly rewarding – we are constantly brainstorming and collaborating towards high quality outcomes on all levels of our teams. We’ve only just started but are excited to see what more we can achieve through this partnership.”