British high-street brand River Island has taken its next step in the Australian market.
The global fashion giant has partnered with etail powerhouse The Iconic to launch its A/W14 collection in Australia and offer three-hour delivery to its local customers.
The new River Island season collection will be showcased on March 21 as part of the Virgin Australia Melbourne Fashion Festival (VAMFF) runway and marks River Island’s Australian debut.
The tie-up, which also coincides with the launch of The Iconic's three-hour delivery in Melbourne,will enable River Island to also offer a unique 'Shop-the-Show' concept.
Showcased products available for purchase off the runway and delivered by The Iconic within three hours in Sydney and now, also Melbourne.
The runway show will consist of “River Island's hottest trends for the season”, showcasing approximately 50 looks which will be a mix of men's and women's apparel, footwear and accessories. The looks will highlight River Island's exclusive offering on The Iconic with price points ranging from $25 to $250 .
The exclusive presentation will also star international runway favourite and Australian super-model, Ajak Deng and will mark her return to her original home town of Melbourne.
Commenting on the partnership with River Island and launch of three-hour delivery throughout Melbourne, The Iconic managing director and co-founder Adam Jacobs said it is another coup for the business.
“We are thrilled to be partnering with one of the world's biggest fashion brands to bring a unique offering to Australian customers.
“It's extremely exciting that top international brands such as River Island are turning to The Iconic and throughout this partnership, we aim to excite our customers by bringing them a unique product range which is both stylish and affordable. Offering new River Island product to our customers in as fast as three hours is a real win for Australian shoppers!”
River Island marketing director Josie Roscop added that the tie-up further cements River Island's presence in the Australian market.
"River Island are delighted to be associated with The Iconic in Australia to showcase our seasonal trends via a 'shop-in-shop' online store and an interactive catwalk show at the VAMFF. We are excited our customers can now receive River Island within three-hours in Sydney and Melbourne.”