Signing off from Sydney

Team Iconic was in Sydney, Australia working with THE ICONIC to analyze their online retail profitability by category, drawing on market research and categorical analysis to recommend best practices for category strategy.

After three weeks at THE ICONIC (among fashionistas and hardcore ex-consultants-turned-CEOs) we can honestly say we made a difference in helping the company’s profitability! In the meantime, we played as hard as we worked, as Haassies do.

THE ICONIC team after our final presentation—they loved it!

THE ICONIC team after our final presentation—they loved it!


Exploring Queensland’s wild life


Whitsunday Island’s Whitehaven Beach


Hamilton Island (no cars, only buggies!)


Alex and Albert’s Great Barrier Reef adventure

Meeting up with Haassies JT Klepp (class of '98) and Team Hong Kong (Steve & Richard) on Alexey's 30th birthday.

Meeting up with Haassies JT Klepp (class of ’98) and Team Hong Kong (Steve & Richard) on Alexey’s 30th birthday.


Some of the best food in the world (and most expensive!) Exotic? Yep!

Thanks for an unforgettable, irreplaceable experience, Haas. We learned a ton from each other, about the retail industry, financial models, market sizing, consumer insights and—especially?—client services. Our team will be bonded for life!

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