From Harper's BAZAAR
Good American, the denim brand launched in 2016 by Khloe Kardashian and Emma Grede, was built on size inclusivity. And although it's carried a size 00 to 24 jeans since its inception, the brand has discovered a customer it was overlooking inbetween.
After analyzing customer data, Good American found it received 50 percent more returns of size 14 and 16 jeans than any other size in its range. "My design team and I believe that the reason for this is that between size 14 and 16 we switch from using a 'straight' pattern to a 'plus' pattern. In the plus pattern, allowances are made for a totally different body type, which you might not necessarily need if you're at the higher end of the straight sizes or the lower end of plus," Emma Grede, co-founder of Good American, told BAZAAR.com over email.
So to combat the issue, they invented a new size jean: 15. Launching today, the size 15 jeans will be available as part of Good American's new 'Good Curve' collection in a variety of styles including straight and flare cuts. The price points range from $159 - $169.
During a time when many brands are trying to profit off the body positive movement without putting in the work (or even offering plus sizes), Good American's hands-on approach to customer feedback shows it's serious about putting its money where its mouth is.
"A large part of our success comes from listening to our customers and directly applying their feedback. Our new fit and size have been in the works for nearly a year after reviewing our customer data and size patterns. From there, we used social media to find a focus group of women who fell between sizes 14 and 16 and brought them into our office. We measured their bodies, listened to their concerns and needs, and understood what they were looking for when it comes to denim in order to perfect the new size," Grede said.
The fashion industry still has a lot of work to do when it comes to size inclusivity and it could stand to learn a thing or two from Good American's strategy.
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