Fashion marketplace The Iconic is doubling down on its ad business, consolidating its retail media and marketing services under a rebranded offering, Iconic Media, to chase fast-growing ad dollars. The move puts the business into sharper competition with heavyweight retail networks, positioning it alongside platforms run by hardware chains, banks and pharmacy giants and against established players backed by major supermarkets and Amazon.
Retail media is emerging as the standout growth engine in Australia's ad market, and industry forecasts from WPP Media point to another sharp jump this year. The category is expected to grow 19.5% in 2026, reaching around $2.3bn in advertising spend as brands chase high-intent shoppers.
Companies that own large customer ecosystems now look to monetise their sites, apps and data by selling targeted ad inventory to marketers.
Iconic Media unifies The Iconic's audience and data footprint for advertisers across multiple touchpoints, not just within its online storefront. Brands can run campaigns on
The Iconic's website and app, extend activity offsite via partner marketing and support it with out-of-home placements and physical activations.
The breadth of formats gives advertisers both performance placements and brand-building options inside a single network.
The Iconic's growing customer base underpins the consolidated offering and gives it more clout against rival retail platforms. The company reported a 3.7% increase in active customers in the first quarter, helped by its loyalty programme, The Iconic Front Row.
That programme launched on X in October 2025 and already links to 94% of the site's transactions, which gives Iconic Media rich insight into shopper behaviour. Those data signals are valuable for brands seeking precise targeting as retail media networks battle for advertiser budgets.
