Digital Marketing Report: Iconic Case Study Analysis, University Name

This report presents a comprehensive analysis of Iconic, an Australian and New Zealand online fashion retailer. It delves into Iconic's digital marketing strategies, including their approach to e-commerce and their focus on providing the latest fashion trends. The report examines Iconic's target market, highlighting the segmentation of working professionals, fashion-conscious females, and tech-savvy teenagers. Furthermore, the report discusses the company's positioning within the market and its efforts to cater to the specific needs of its customers. The report also refers to the company's strategies to provide the best online shopping experience, including fast delivery options and a wide range of products. The report also highlights the company's commitment to stay up-to-date with the latest trends, providing the most unique products to the customers.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the student
Name of the University
Author note

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DIGITAL MARKETING
Introduction
Iconic is Australia and New Zealand’s principal online fashion and sports merchant. They
were propelled in 2011 and subsequently they have concentrated on routing the up-to-date
technology for providing unparalleled admittance to more than 700 local and global brand. Daily
200+ products are launched to keep their customers on the top of the latest styles all through the
season. They also work hard to make sure the products are delivered to them on time, with the
best delivery options around. Iconic is also famous for its world class technology that they have
adopted for providing the customers of Australia and New Zealand with the best online shopping
experience. Iconic boasts of a team of style-savvy, imaginative and progressive individuals who
have a common dream of creating a superior shopping experience for its customers. Iconic has
today become a part of the Global Fashion Group, global leader in online fashion
(Theiconic.com.au 2017).
Market Segments
Iconic had started out by focusing on categories like beauty products and children’s wear.
In the beginning it was only the people with credit cards. In 2014, they moved out of these
categories and decided to start targeting fashion forward, tech-savvy customers who fall in the
age group of 25-35 years. This customer segment was decided because they are ready to pay
complete price and even rise the easiness of the three-hour and next day delivery option provided
by Iconic.

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Fig 1. Segmentation, Targeting and Positioning
The target customers of Iconic can be divided into three sub categories: working
professionals, fashion conscious females and late teenage people. The working professionals find
it easier to shop for their clothing needs online, as they hardly get time to physically visit stores
and shop. They have the money to spend but not the time. The late teenage people are another
part of the market segment as they are more tech-savvy in today’s world and more inclined
towards accessing e-commerce sites. The fashion conscious females are another target segment
for Iconic markets as they are more fashion forward and like to remain updated with the latest
fashion trends. These type of buyers are the perfect target market segment for Iconic as the
company itself strives to remain up to date with the latest and trendiest products in the market
before anyone else gets them. They also attempt in providing the most unique products to their
customers to make sure their attention is always guaranteed (Mitchell 2016).

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References
Mitchell, S. 2016. The Iconic is making a comeback. [online] Business Insider Australia.
Available at: https://www.businessinsider.com.au/the-iconic-is-making-a-comeback-2016-6
[Accessed 1 Sep. 2017].
Theiconic.com.au. 2017. Clothes Online | Shoes Online | THE ICONIC. [online] Available at:
https://www.theiconic.com.au/ [Accessed 1 Sep. 2017].