The heart of Sydney’s fashion district

Sunrise over the Sydney Opera House and famous Harbour Bridge

Team Iconic is in Sydney, Australia working with THE ICONIC, Australia’s newest and largest online fashion retailer, on consumer perceptions and best practices around add-on businesses and clearance strategy.

One of the most interesting aspects of Haas is our international contingent of classmates. So the arrival of an Indonesian, a Russian and a Bay Area native in Sydney, Australia, to take on key business challenges for a German Haas alum CEO couldn’t have been a better example of our international breadth.

We arrived on a 14.5 hour flight to spend a day getting familiar with Oz’s famous creatures. Who knew it was illegal to hug a koala?!


Then it was time to get to work. THE ICONIC’S office is in the cultural center of Sydney; Surry Hills, a bustling, razor-sharp fashion district and the pulse of the city. Since their founding in 2011, THE ICONIC’s office has grown in population but the raw vibe of a startup remains. There’s no glittering sign on the door—this is what you see when you step off the elevator:

Iconic Photos.005
IMG_1195Exposed cement floors, lofty ceilings, and power cords are the backdrop for computer monitors splashed with the colors of next season’s hottest. Acres of sequins, leather leggings and fur-edged coats stretch wall to wall. The brain trust of the company is its space, which is completely open and flat—the CEO sits one monitor away from the denim buyer. Upon arrival, we were presented with a seat in the middle of the action, a real privilege. (You can see us on the far right, above)

Iconic Photos.004It’s a little tough to get any work done with the nonstop parade of keenly stylish (and truly beautiful) coworkers yelling out orders and Bon Jovi lyrics. But as we brainstorm with the Analytics and Business Intelligence teams and imagine ways to better understand THE ICONIC customers, we can’t help but feel like a part of something big. And as the CEO remarked over lunch yesterday (2008 Haas alum Andreas Otto) it’s our shared Haas perspective that adds value, far beyond our international diversity.

Team Sydney

Team Sydney: Albert Lucius, Alexey Igoshin, Ellen Vanderwilt

It’s going to be an incredible three weeks! And maybe if we pay close attention, we’ll come out the other side with some fashion sense in addition to a rewarding consulting experience!image


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