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The Iconic, stylized as THE ICONIC, stands as a prominent Australian online retailer specializing in fashion and sports. Established in 2011, it has evolved into one of the country's leading destinations for fashion, sports, beauty, kids' wear, and homewares, boasting a vast collection of over 1500 brands and 165,000 items. 

Their inventory includes renowned Australian labels such as P.E Nation, sass & bide, Camilla and Marc, Country Road, Witchery, and Lorna Jane, alongside international brands like Nike, Levi’s, Calvin Klein, Adidas, MAC, and Estee Lauder. 

Operating from their Yennora-based fulfilment centre, The Iconic boasts an impressive 28,000 sqm footprint, featuring one of the largest mezzanines and pick towers in the Southern Hemisphere.

‍

the
challenge

The Iconic, a leading online fashion retailer, faced several issues with their existing uniform
program. They needed uniforms that not only reflected their brand identity but also provided
durability and comfort for their employees. 

‍
Safety also emerged as a core focus for The Iconic, a leading online fashion retailer. With a
range of Material Handling Equipment (MHE) on-site, including forklifts, pallet jacks, and
cages, ensuring safety was paramount. Before implementing a standardised uniform program,
staff were provided with hi-vis vests, allowing employees to wear attire of their choice
underneath. This approach also created issues regarding compliance with their dress code
policy.

the
solution

RWW Group provided tailored uniform solutions for The Iconic to enhance uniform
standards and safety. Conducting a comprehensive three-day on-site fitting session for over
500 staff members ensured that each employee received properly fitted uniforms that met
their specific requirements and aligned with The Iconic's safety standards.

RWW Group
transformed The Iconic's approach to uniform procurement by offering a standardised
uniform program with safety options, ensuring compliance, consistency, and employee well-
being.