One of the big success stories in online retail is the start-up fashion retailer, The Iconic. In the space of a couple of years, The Iconic has been able to achieve a level of success not seen by any other fashion retailer in Australia and they have set the standard for online retailing in Australia.
The company started two years ago and was born out of the idea that Australia did not do online fashion retail well. Buying fashion online is not something people will do often as something like fashion requires a person to try on goods to see if it fits correctly. Traditionally this would be nonviable for customers purchasing online as they would have to pay return postage costs if it did not fit properly.
The Iconic has adopted a different model however, allowing customers to get free delivery and free returns, encouraging them to give it a go. They also give consumers a The Iconic discount code to use frequently which gives them a discount on their purchases.