The Iconic appoints Razor Group

The Iconic appoints Razor Group

Razor Group has been appointed by online fashion retailer, The Iconic, to manage the above-the-line media campaigns.

Emma Mackenzie
Posted by Emma Mackenzie

Check out the full release below for all the info.

Wednesday, 11 June 2013: 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.

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’.

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 that launched last month. 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.