THE ICONIC, has launched a new brand platform, 'Got You Looking', in line with its refreshed company purpose: 'Creating a better way for people to shop.' The platform was developed in partnership with Dentsu Creative and Love Media, and will be integrated across THE ICONIC's ecosystem, including paid media, customer experience, e-commerce, and app touchpoints.

THE ICONIC, which receives approximately 20 million visits per month and nearly 2,000 app downloads daily, has a growing social media presence nearing 2 million. The 'Got You Looking' platform is a masterbrand approach that aims to further enhance the company's reach and engagement.

"At its core, THE ICONIC is constantly striving to do things better than the traditional status quo, better than normalised expectations. Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future," said Jere Calmes, Chief Executive Officer at THE ICONIC.

The platform will be brought to life through an integrated campaign across owned, paid, and earned media, with a range of executions showcasing the different ways customers can shop at THE ICONIC, including fashion, sport, beauty, exclusives, and pre-loved items, all with the company's renowned fast delivery offering.

Joanna Robinson, Chief Marketing Officer at THE ICONIC, commented on the company's legacy of disruption and innovation: "Twelve years ago, we set out to disrupt retail in Australia and New Zealand by creating a better way for people to shop. And we’re still creating better ways today. This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with THE ICONIC."

The campaign's bold media buy, secured by Love Media, includes video, cinema, out-of-home, and high-impact display placements, designed to engage Australians and get them 'looking'.

"We invoked the first law of advertising with this one, get noticed," said Ben Coulson, Chief Creative Officer at Dentsu Creative. "'Got You Looking' talks to the effect new clothes have, while setting us a nice challenge with each piece of work. It’s a perfect platform for THE ICONIC, one that we can have a lot of fun with for a long time to come."