Elevating Inclusive Fashion: Good American’s E-Commerce Experience

Good American, the first fully inclusive fashion brand founded by Emma Grede and Khloé Kardashian in 2016, has launched its new e-commerce platform, in partnership with Work & Co.

The redesigned e-commerce platform brings the brand’s value of uplifting and empowering women of all shapes and sizes to life through a seamless online shopping experience. In addition to their iconic denim, the site elevates the fully-inclusive fashion line’s ready-to-wear, swim, and shoe collections.

Shopping can be an emotionally charged experience for so many women, especially those that may fall outside of ‘standard’ sizing. Good American has seen this and tackled this firsthand by being the first-ever brand to showcase their product on multiple fit-size models on their website. Now, with their newly redesigned platform Good American is taking their mission of improving the shopping experience for all women even further.

Key features include:

• Enhanced Storytelling: Good American revolutionized the industry in 2016 by showcasing products on its website on diverse body types, helping customers envision how the products look on bodies similar to their own. Now, with an updated design and enhanced video experience, the Good American website loads faster and efficiently holds videos, creating deeper visual storytelling that amplifies the prioritization of inclusivity and connecting customers with the brand’s mission.

• Optimized for the Customer: Enhanced features offer deeper education on Good American’s products, helping customers find the perfect fit, stretch, and fabric. Product Listing Pages now present a refreshed way to view products across a diverse array of models and body types, accompanied by an updated fit guide and engaging quiz for an interactive experience.

• Seamless Omnichannel Integration: Good American is a brand with a strong social media presence, and by leveraging their content in unique ways across the site, it leans into that identity, creating a cohesive omnichannel experience. Moreover, the addition of buy online and pick-up in-store ensures a seamless integrated experience as Good American continues to expand its physical retail presence.

Said Ryan Slyper, Good American’s Chief Revenue Officer: “We collaborated with Work & Co to craft a transformative website experience that bridges the gap between our customers and our brand. With Work & Co, we achieved an enhanced customer journey, where an immersive and optimized design catalyzed deeper connections and engagement, redefining our customer experience.”

“It’s truly exciting to collaborate with a brand willing to break free from norms and use their digital platform to embrace a nontraditional approach to e-commerce,” said Work & Co Design Partner Jon Jackson. “Good American celebrates differences and strives to provide an inclusive and welcoming environment, knowing it simply shouldn’t be a struggle to find well-fitting jeans. By directing focus to how the brand shoots each product on models of different sizes and backgrounds and highlighting that on the homepage, we wanted to show off the work they’re doing to create an inclusive experience for everyone and allow them to be proud of that ethos in the brand.”

For more information, visit the new Good American website at goodamerican.com.