THE ICONIC Adds Fire To Its Media With Appointment Of Fuel

THE ICONIC Adds Fire To Its Media With Appointment Of Fuel

Online fashion retailerTHE ICONIC has appointed Fuel Communications to manage media relations and influencer activity.

Fuel Communications, in partnership with Adam Worling Public Relations (AWPR), will work across the full marketing mix to help customers discover the newest in fashion, highlight the joy of online shopping and build THE ICONIC’s community of Australians who are passionate about shopping online for fashion and active wear. Fuel will be supported by leading fashion PR agency, AWPR who will run THE ICONIC showroom, featuring a curated mix of leading local and global designers available on the site.

Jessica Ben-Ari, senior PR manager, THE ICONIC, said: “We were looking for a dynamic and switched on agency who understands our business model, long-term goals and our offering for shoppers across Australia and New Zealand. As Australia’s largest online fashion retailer, we pose a unique challenge: we’re equal parts fashion and technology, and have rich stories to tell on both sides. It was no easy feat to find expertise in both areas under one roof.

“Fuel presented a compelling solution — they impressed us with strong insight and a fresh, creative approach, and were also the only consumer and digitally focused agency to proactively source an external showroom partner renowned for their fashion expertise. The opportunity for us to bring on both a consumer agency and a fashion showroom specialist was very appealing and felt right.”

Managing director of Fuel Communications, Mandy Galmes said: “The team at Fuel is passionate about working with industry leaders and disruptors to develop creative campaigns that build brands and deliver business results. THE ICONIC has been changing the way Australians shop online since it launched in 2011 and we are really excited to partner with AWPR to help take the brand to its next growth horizon.”

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