Interview with Toni Baston Womenswear Buyer at THE ICONIC

This article was first published on The Trendspotter on 26th November 2014

If you’re an online shopping fan, chances are you’ve heard of THE ICONIC. Chances are even higher that you’re currently filling up your shopping basket as you read this, which is no surprise given the awesome local and international brands they offer including By Johnny, River Island, Suboo and The Fifth Label. You can thank Toni Baston for that. As the Head of women’s apparel at THE ICONIC, it’s down to her to scout out the best new labels for customers. We spoke to her about what trends we can expect to see this summer, what she’s got in her shopping basket and how THE ICONIC will be your life saver when it comes to last minute Christmas shopping and events.

Tell us about the buying process for THE ICONIC. What are your inspirations, directions and influences?

The buying process has a lot of different elements to it. Deciding what is going to be the next big trend, and balancing this with updates of the best selling pieces we know our customer loves is a huge task. Key influences are trends we see while overseas and inspiration from the catwalks, but most importantly it’s our customer.

What do you look for when choosing the potential brands for THE ICONIC?

First and foremost, we look for brands that will excite our customer; brands that are doing something new and exciting and that have that “wow” factor.

What are the top three trends for women this summer?

Here at THE ICONIC we are loving:

1) “The Wanderer” – this is what we call our ‘global traveller’ or bohemian girl

2) “Good Sport” – sportswear separates with a modern edge

3) “Wall Street” – clean shapes and minimalist tailoring – great way to wear as workwear!

Why was the 3-hour delivery an important move?

Providing premium customer service has always been at the core of what we do. Our 3-Hour delivery service to Sydney and Melbourne enhances the customer experience. Not only do fashion-lovers get to pick and choose from more than 700 brands that we stock, but they’ll also get the goods delivered to their door in time to wear that night. Beats searching for a car park and queuing up at the local shopping centre!

What can we expect from THE ICONIC for the Christmas period?

We are pretty proud to offer what’s likely the fastest and most convenient delivery option across Australia: Free Same Evening Delivery right up until Christmas Eve (available in Melbourne, Sydney, Adelaide & Brisbane.) It’s a great delivery option for all those last minute Christmas gifts, or when you’re in need of the perfect outfit for all those holiday parties and events. We’ve got you covered!

Bikini shopping can be something many women dread – what are your tips for buying flattering swimwear?

The most important thing is to know your body type. Women are savvy and know what colours and cuts accentuate their shapes and curves; they’re now opting for swimwear that’s tailored to their individual tastes and unique personal style. We recently launched a “mix n’ match” feature on our site which allows women to do exactly that – pick and choose across styles and prints to customise a suit that’s uniquely you.

What colours and styles will be big this season for swimwear?

Right now, we are loving stripes, whether that’s nautical inspired or multi-colored, to digital floral prints with stripes. Another trend we’ll see is sports luxe with plenty of neoprene and colour blocking while boho inspired prints from brands like Tigerlily are always amazing for high summer.

What’s currently in your shopping basket from THE ICONIC?

Too much! I just purchased the new Nike Blazer Trainers and Fifth Label’s See Saw T-shirt dress.