Iconic London
Iconic London

Breaking an iconic e-commerce brand into bricks-and-mortar

Iconic London

Having connected early in her journey, Jade appointed TYC after seeing our early work with Models Own. Her challenge was to help take her remarkable brand to several high-end department stores to allow her Bae's to get a real feel for the product before purchase.

The idea was to create something fun, rebellious and damn right iconic

Jade Elliott
Founder

Iconic London

Question

When a brand has smashed it online there is often a desire to go physical to allow more contact with your customers. Add to that that halo effect of 40% uplift in click through rates to your website in the geography area of the store and it then just becomes a matter of how you do it?

Push

Rather than big flagships we have witnessed on many occasions the power of small format retail and for an entrepreneur trying physical for the first time, this was ideal for Iconic. Collaborations with the likes of Fortnum & Mason and Selfridges was an amazing place to start. The team set out to bring the Instagram nature of this hit brand to life by creating visual merchandising that in its own right was worthy of a moment.

Change

For the Iconic Bae’s everywhere the designs allowed lovers and those new to the brand to get hands on and understand what it was all about. The tone of voice was reflective of the language used by customers on social and QR codes linked to tutorials and influencer opinions to drive Offline to Online to support the Offline purchase.

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Project breakdown:

  • Interior concept design
  • Technical design
  • Comms