Two fold idea
Twice a year release limited run collabs with designers (along the line of H&M, Gorman, Target etc)
Combine this with championing the next generation of Australian designers by hosting a competition to recover the next big thing.

So it works like this, each year one of the collaborations is with a recognised Australian (or OS) brand - posisbly one you don’t usually stock or with one of your higher end labels. This works for both the iconic and the label if it’s a not usually stocked brand you get the increased traffic from a market who may normally overlook the iconic and if it’s one of your high end brands they build a future customer base by providing a touch point into their brand at a lower price point.

Then the second collab release is a competition searching for the next great Aussie designer this is great PR for the iconic and heaps of content for your socials whilst also giving the iconic a human voice that your not just here giving quick delivery but that your really wanting to champion Australian Fashion industry. No one in your category either online or bricks and mortar is doing it, it has unlimited potential to grow be it into a TV show / runway show / magazine inches etc.