Diversity, inclusion & body-positivity
THE ICONIC is committed to deepening our commitment to reconciliation and recognise that our work in this area must be underpinned by meaningful partnership with First Nations peoples and communities. We are committed to embedding an Indigenous Engagement Strategy across our business, to support ongoing partnership and collaboration.
This Indigenous Engagement Strategy will be underpinned by our Innovate Reconciliation Action Plan (RAP), due to launch in the second part of 2022, which will guide our organisation’s reconciliation commitments for the next two years.
Although our RAP is still in development, we are excited to announce that some of the key focus areas for our business will be:
- Undertaking deep listening and building understanding of the opportunities and challenges for First Nations people in the fashion and lifestyle industries and beyond
- Building our First Nations workforce and stakeholder network at all levels and parts of our business
- Working with the First Nations fashion sector to drive practical and meaningful pathways for designers and other professionals to participate in the industry
- Exploring ways to embed First Nations governance, guidance and decision making across all parts of our business
Through this process, THE ICONIC continues to support the Uluru Statement from the Heart and its call for a First Nations Voice to be enshrined in the Australian Constitution.
Our Reconciliation Action Plan (RAP)
We’re committed to delivering our first Reconciliation Action Plan (RAP) following its commencement in 2020. Undertaking a RAP has been on our agenda to which our intentions were as part of THE ICONIC’s inaugural progress report and Sustainability strategy. We’re grateful to have received Reconciliation Australia’s endorsement on our RAP and we are impassioned to take steps forward that we hope contribute towards Australia’s reconciliation with its First Nations peoples.
THE ICONIC supports the Uluru Statement from the Heart and its call for a First Nations Voice to be enshrined in the Australian Constitution. We believe in championing equality, diversity and respect, and are committed to creating an environment where all people are enabled to be their best authentic self. Read our Submission to the Indigenous Voice Co-Design Process.
Our Product Assortment
We remain focussed on diversifying our assortment in both brands and sizes. We’ve introduced size extensions in both our private label and branded suppliers, in which seven of our nine private label brands extend to size 16 or larger, with three extending to a size 20, while introducing size 4 for one of our brands with intent to roll-out similar sizing to remaining brands by the end of 2021. Within our branded assortment, we’ve worked with our vendor base to offer size extensions in 23 out of our top 25 brands by sales volume.
An area of continued focus is continuing to diversify our brands and assortments to be more representative and reflective of our customers and communities. An area of focus for us is bringing onboard more First Nations identifying brands, with two already within our assortment and another four confirmed for launch from the beginning of 2021. Following our RAP commitments, our ongoing diversification of our assortment is a major focus that will continue into 2021 and beyond.
Our Commitment to Inclusivity
THE ICONIC’s commitment to a broad range of humanness has been demonstrated for a number of years across our website, our social channels, our campaigns and events. This has continued in earnest throughout 2020 with all kinds of people represented. The team’s daily commitment to diversity in model casting has seen our talent come from a pool that encompasses a broad range of sizes, cultural backgrounds and differently-abled people.
Last year we committed to launching a Modest Edit by the end of 2020, allowing for customers who prefer modest fashion to shop more easily. While the Modest Edit is technically ready to launch behind the scenes, we decided to take the opportunity to better understand the potential customer and ensure our deliverable is culturally appropriate and relevant and launch in 2021.