Retail in Asia

In Trends

Global Fashion Group’s The Iconic debuts ‘Considered’


Global Fashion Group is introducing a new way for customers to shop by their personal sustainability values.

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The company’s Australian e-commerce fashion platform The Iconic has launched ‘Considered’, an online shopping system by which customers can filter and find products holding sustainability credentials.

To be credited, a Considered product must be made with one or more of the following attributes: animal-friendly, community engagement, eco-production, fair production and sustainable materials.

Offering men’s, women’s and kid’s wear, as well as sports, footwear and accessories, the new eco-shopping feature boasts some 6,400 products across more than 300 brands.

Current labels include KITX, Outland Denim, Maggie Marilyn, R.M. Williams, Manning Cartell, Patagonia, Lee Matthews, Nobody Denim, Assembly Label, Outerknown and more.

GFG said it expects to grow the Considered assortment to more than 10,000 products in the short-term with new products holding sustainability credentials added daily.

“As a global company with 11.4 million active customers and over 10,000 fashion and lifestyle brand partners, we understand the responsibility we have to both our customers and our planet,” said Patrick Schmidt, Co-CEO of GFG.

“Sustainability is an essential component of ensuring long-term business value and as part of better managing our own impacts, we see an opportunity to drive this conversation forward in the high growth markets in which we operate. As one of the first online retailers globally to launch an initiative of this kind, we have made important progress to date, however we are humble enough to know that this is a journey and we still have much work to do.”

Global Fashion Group is an online fashion company that operates e-commerce site The Iconic, Zalora, Dafiti Lamoda.

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In 2018, GFG delivered over 27 million orders to over 11 million active customers, generating Net Merchandise Value of approximately €1.5 billion.