What: The Iconic, Myer and David Jones are challenging supermarket dominance in Australian retail media with data-led advertising platforms.

Why it is important: Fashion retailers’ move into retail media reflects a broader industry push to monetise customer attention while protecting the shopping experience from ad overload.

Australian retail media is expanding beyond supermarkets as fashion retailers and department stores build advertising businesses around customer data, digital traffic and shopping intent. The Iconic has launched Iconic Media, combining advertising, customer insights and creative services under one platform led by Joshua Nunan. The aim is to help brand partners run faster, more targeted campaigns while turning The Iconic’s audience and data into a connected growth engine. Supermarkets still hold a strong advantage because of frequent transactions, loyalty programmes and large store networks. Woolworths’ Cartology and Coles 360 continue to post double-digit revenue growth, supported by extensive customer datasets. However, fashion retailers argue they can offer a more expressive view of consumers, including style preferences, brand affinities, spending habits and aspirational interests. David Jones and Myer are also investing in retail media, using rewards data, store visits and digital audiences to attract advertisers. The challenge will be proving that fashion’s less frequent but more discovery-led shopping journey can deliver scale, trust and measurable value.

IADS Notes: The Iconic’s launch of Iconic Media reflects the broader maturation of retail media from a supermarket-led advantage into a wider retail business model. MBS reported in July 2025 that retail media had evolved from an e-commerce add-on into a strategic revenue stream, driven by first-party data and measurable links between advertising and purchase. Harvard Business Review noted in October 2025 that the sector’s rapid expansion also brings challenges around trust, transparency, ROI measurement and network fragmentation. Internet Retailing reported in December 2025 that retail media was shifting from aggregation to curation, with quality inventory and transparent supply paths becoming more important than ad volume. Inside Retail argued in April 2026 that retail media can help retailers diversify revenue and protect margins during economic pressure. Retail Times showed in June 2026 how John Lewis is strengthening its own retail media offer through first-party data, self-service tools and measurement that connects online advertising with in-store purchases. This context supports the article’s argument that fashion and department stores can compete only if they offer distinctive audiences, dependable data and advertising experiences that protect customer trust.

Can fashion compete with supermarkets in the rush to retail media?