The Iconic is the leading online fashion and sports retailer in Australia and New Zealand. Its consumer focus is defined by the empowerment and support it gives to its employees and partners who make The Iconic what it is today. The Iconic's purpose is liberation, they want every person to express themselves at their best, as they have a wide range of products to choose from. The firm strives to meet the demands of its customers by following their lifestyles and needs. Investing in a seamless shopping experiences is part of its strategy as customers should navigate the website/app in a user-friendly way.