More research needs to be done in comparison to competitors discounts.
For example if Nine West have 30% of new season then The Iconic needs to offer the same.
As there is no reason I would buy a fully priced item from The Iconic if it was on sale directly from the brand itself. Same goes with the “clearance items” directly from brand.
Also a lot of times if you’re buying from the brand directly as a first time customer they often offer a one off discount. So I feel this should be incorporated at The Iconic too.