Emma Grede, Co-founder and CEO of Good American, knows that every woman has their own story, and they shouldn’t have to compromise style or comfort for clothes that fit. This idea—and Grede’s dedication to understanding consumers—sets Good American apart in the fashion industry.
In her keynote session at RampUp 2022, Know Your Hustle, Grede shared her unique path to entrepreneurship as a Black female founder and told the story of Good American’s data-driven path to success. The clothing brand, co-founded by Khloe Kardashian, launched in 2016 and earned $1 million in its first day of sales. Since then, celebrities such as Lizzo have been seen sporting Good American jeans, bodysuits, swimsuits and more, and the brand was recently included on Refinery29’s list for best plus-size jeans.
As the first brand to embody true inclusivity in fashion across sizes, Good American lives by the tagline, “Representing Body Acceptance.” While diversity and acceptance are guiding principles for the company, Grede said that data is helping the company see a clearer picture of their growing customer community’s needs.
Finding “real purpose” with Good American
“When I started Good American, it was really with this idea of, can I create a business that’s based on a real purpose?” Grede told the audience. “We’ve seen brands that have been completely built by their communities that have also been taken down by those very same communities. So, you have to foster a relationship that has this two-way street and be willing to hear the good, the bad, and the ugly. It’s really about building this trust[ed] relationship where you’re willing to take the feedback and turn that feedback into action.”
As a Black female founder, Grede said she was always aware of the differences between herself and other business leaders. There simply weren’t many others like her in the room. Realizing that traditional paths to starting and financing a new business were not available to her, Grede focused on leveraging her skills and communities.
“When I think about having hustle, it helps that you really know who you are and what you’re good at. I think my superpower is that I know exactly who I am. And I know that I have to surround myself with a lot of people who fill in for where I have a deficit.”
Read your customer reviews—all of them
In addition to her team, Grede relies on data to fill in knowledge gaps about Good American customers, sharing that she spends most Sundays reading “every single review.” For her, data is another form of customer communication that leads to game-changing insight for the brand.
“Our businesses are incredibly data led. We’re looking at everything. What is the experience of somebody who comes on to our site in one part of the country versus another part of the country? What are the habits between people who shop in this country versus internationally? What are the patterns in returns teaching us? Oftentimes, the data leads us to innovation.”
One data-sparked innovation from Good American has been the creation of size 15, a new pants size for (about 20 million!) women who fall in between the standard sizes 14 and 16.
“I am smiling ear to ear. We did not plan this, but I’m going to highlight that my jeans are size 15,” said Sharawn Tipton, Chief People Officer at LiveRamp, to Grede during the session.
By creating this custom size and showing customer-specific sizes on the website, Grede said the company is trying to deliver an experience that is unique, and it starts with the idea that representation really matters.
“The data has shown us that this is a game-changer in our business. And when you talk about personalization, what can be better for women while shopping than seeing yourself? Pretty much nothing.”To hear the full story about how size 15 was created, plus more gems from our keynote fireside chat with Emma Grede, click here where you can find Know Your Hustle on the keynotes tab.