June 20, 2024
Photo by Tamara Bellis on Unsplash
Is Good American Reshaping the In-Person Retail Experience?
Good American, the fashion brand co-founded by Emma Grede and Khloé Kardashian in 2016, transitioned from an online seller into a brand with a physical retail presence after launching its flagship store in Century City, Los Angeles, last year. This move marked a significant step in the brand’s evolution, blending its digital roots with an innovative in-person shopping experience.
Recognizing the need to differentiate itself in a competitive retail landscape, Good American embarked on creating a store environment that mirrors its inclusive online ethos. Misti Blasko, VP of retail, emphasized the importance of translating the company’s vibrant online presence into a physical space that resonates with customers. The solution came in the form of cutting-edge technology: Samsung Direct View LED Displays and the VXT content management system (CMS).
From the moment shoppers approach the Century City store, the two Direct View LED Displays at the entrance capture attention with dynamic visuals and engaging content. These displays showcase the latest fashion campaigns. Inside, a large-format display continues the immersive experience, featuring catalog looks and real-time product availability updates that have interactive touchscreen capabilities.
The dressing room area features a 98-inch vertical display showcasing a digital Khloé Kardashian modeling Good American clothing. Customers are encouraged to take pictures with it and share online, creating more brand awareness, and enhancing brand affinity as customers feel like they’re out having a good time with their shopping companion.
“The majority of retailers we see are doing print ads in the windows. We knew we wanted something sleeker and more engaging that better aligned with our branding.”
Misti Blasko, VP of retail for Good American, via Samsung Insights
Managing content across all displays is streamlined with Samsung VXT CMS, allowing for dynamic updates that drive brand awareness and sales. The flagship store’s technology has made it a popular destination, with customers often taking photos with the Khloé display and sharing them on social media, boosting engagement and awareness.
According to Blasko, “It’s a space people want to spend time in.” She explained that the window displays attract shoppers from the shopping center. “The biggest benefit is the display above the denim wall. It provides such great education around size range and frees up employees’ time to provide stellar customer service.”
The integration of digital elements goes beyond just the display of basic aesthetics. Good American strategically uses these displays to educate customers about their extensive size range (from 00 to 32) and showcase diverse models, in hopes that every shopper feels represented and valued. This approach is supposed to strengthen brand loyalty by fostering a deeper connection between the customer and the brand’s values.
Moreover, Samsung’s technology aligns with Good American’s commitment to sustainability as a Certified B Corporation. The LED displays are energy efficient, consuming significantly less power than traditional alternatives and contributing to reduced environmental impact — a crucial consideration for a brand operating in California’s stringent regulatory environment.
Since the successful launch of its Century City flagship, Good American has expanded its retail footprint with additional locations in Las Vegas and Newport Beach. The seamless integration of Samsung’s digital signage solutions across these stores allows for centralized content management and ensures a consistent brand experience across all locations.
Looking ahead, Good American plans to leverage Samsung’s technology to enhance customer engagement further and streamline operations at future retail expansions. According to Samsung Insights, with the help of the company’s displays and the Samsung VXT CMS, Good American will be able to manage content at additional stores remotely. For instance, Samsung noted that “content at its new Las Vegas Strip location, which opened in February 2024, can be handled by the same person in the same room as the Century City locale.”
BrainTrust
Liza Amlani
Principal and Founder, Retail Strategy Group
Georganne Bender
Principal, KIZER & BENDER Speaking
Cathy Hotka
Principal, Cathy Hotka & Associates
Recent Discussions
Discussion Questions
To what extent can Good American’s use of cutting-edge digital displays and content management systems be seen as a viable strategy for differentiating itself in the competitive retail landscape?
What factors contribute to its potential success or challenges?
In what ways might the integration of advanced digital technologies, such as interactive displays and real-time content updates, transform traditional retail experiences and influence consumer behavior?
Poll
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I visited this store when I was in Los Angeles a couple of weeks ago. It is a great space that balances interactivity with a clean and easy shopping experience. I liked the digital displays that were both informative and engaging. I only subsequently learned that Good American uses content from the web so that it’s in store marketing matches what is online. There are also screens where you can see the entire catalog and order things that are not available in store. For consumers who use multiple channels this is sensible as it creates a cohesive experience. All that said, I would not say the store is revolutionary, even if it is good.
Great points as usual Neil. I agree that the digital experience at Good American is not revolutionary. Most of the digital screens are essentially advertising or replicating content on the web site. I like the idea of educating customers on proper sizing on the denim wall, but utimately people need to physically try on the apparel to make sure it fits. If Good American wants to really wow their customers, they should use AI that is integrated with their CRM sysem to provide customers personalized recommendations and offers based on their preferences and purchase history. This is what consumers want, as according to IBM’s recent 2024 Consumer Study, “around 85 percent of Gen Z consumers, 89 percent of millennials, and 75 percent of baby boomers and seniors want personalized offers.”
The advertising of Khloé Kardashian modeling Good American clothing on a 98-inch vertical display in the dressing room could elevated if they offered the option to use the display for shoppers to virtually try on apparel. It would make the experience more engaging.
Thanks, David. Some really good observations. There is a visual fit screen in the store by the fitting rooms – allows people to see different garments and they can take selfies as well. This was one of the more useful bits of technology but, again, not revolutionary!
As a Good American customer, I can’t wait to experience the store. As a former merchant, having a digital option to showcase styling, fit and product knowledge would have given me the confidence that my merchandising strategy was being executed in the store without having to physically be on location.
This is a great way to make sure teams are product obsessed with the constant graphics and that the visual merchandising / styling options are being showcased at the store.
To make sure this extension of digital is a success, Good American would need to keep the content fresh and consistent with real time inventory and reflective of the current product assortment. Sales associates would still need to be product obsessed but they would also need to show customers what is possible with the digital screens. The experience should augment and assist the sales associate and not be considered a replacement of staff. The excitement of finding a product on the screen, loving the look and being disappointed if the item or the size is not available could also drive customers away. GA would need to be on top of their inventory position and have a good handle of managing their inventory across all channels.
I think this is a smart approach to physical stores for Good American. Being that they are native DTC their customer is coming from digital and this is also a great way to attract a new customer into the store. However, execution will be key to driving sales. Having retail excellence when it comes to maintaining working equipment, fresh content and the product in the stores that they are promoting can not be underestimated. The store staff also needs to be just as compelling to give the right experience and have the customers remain loyal to the brand.
Is techonlogy bad? No, of course not. But it is not, or should not be a deciding factor in selling something (unless, of course it’s the technology itself). For me, the biggest turnoff came a dozenish words into the story. Ultimately “Good American” will thrive not because of – or IMHO despite – its pedigree, nor because of its digital presentation, but because its a better place to buy. And if it isn’t, nothing else will matter.
Good American modernizes the store experience by adding digital content to inspire and inform customers, which can deepen engagement, trust and certainty of fit.
The brand is already known for its inclusive curve appeal. Now these in-store innovations prove it’s captivating, agile and committed to adapting to consumers’ evolving needs.
I’m not sure how I feel about all the screens inside Good American, I’ve been feeling pretty analog lately.
The store is a great ad for Samsung technology but it also reminds me of standing on a busy corner of the Las Vegas Strip. There’s a lot going on. The sales floor has plenty of open space, which is needed to offset all the digital noise.
People love Khloe Kardashian, and Good American makes nice jeans, so I am sure the store will be a big hit.
I think the real singularities here are Khloe Kardashian and Emma Grede. I’ve watched Emma on Shark Tank and have really appreciated her eye for the “hot look” while maintaining a focus on the numbers. Turns out she’s quite impressive. And as Georganne says, people love Khloe Kardashian. She is rich but has some rough patches in her life for sure…both with men and with her health.
People are used to all things Kardashian being about Kardashians, so I don’t worry about her splattered all over the screens. Given the players, how could it not be fashion and tech forward? I not like any one of them needs the money.
It may not scale, but so what? Macy’s has proven that you can ruin a cool concept, with Story, by trying to overscale and corporatize it.
I think it’s a good facet to the brand.
Emma Grede is brilliant.
There are a lot of screens. I didn’t mind them at all (not that I’m the target customer). But I can see how some might find them overwhelming. This is not a store for a digital detox!
I am not familiar with Good American. But reading the discussion, they’re not doing anything radical. Rather, they’ve taken a first step toward figuring out what store will do well as a complement to their online presence. Based on observing the many brick and mortar conversions of online stores, they will not have “hit the bullseye” the first time.
At best, we should hope they’ve done well enough that their first flagship store offers something they can build from.
Good American’s use of advanced digital displays and CMS effectively enhances customer engagement and brand experience, differentiating the brand in a crowded retail market. Advanced digital technologies, like interactive displays and real-time updates, make shopping more engaging and personalized, attracting tech-savvy consumers, streamline the buying process and boosting sales. However, the high costs and technology maintenance may pose challenges. Balancing innovative tech with traditional customer service is crucial for long-term success.
Customers want to be engaged, inspired, and emboldened by an emotional experience. Good for Good American…This sounds like the kind of in-your-face emotion that the Victoria’s Secret flagship store in Columbus had years ago, with huge videos of the runway shows.
I don’t believe that Good American is “reshaping” anything, however, they are “advancing” the notion of merging the online shopping experience with inside the store. The in-store experience might help to lure young shoppers who have not been experiencing the in-store experience. That is what Good American is attempting to accomplish. Db
If people are coming into that store to take pictures of themselves with a DIGITAL Chloe Kardashian, the draw is not really a retail store. Looks like a version of Times Square. And if they’re already DTC customers they’ve seen all those exact same images already. Some people may like it, but I find that many screens tiring and distracting. You want shoppers to be looking at the merchandise, not other people.
It’s only a matter of time before all in-stores become digital. Gee, Even NYC bus stops have video advertising. Surprisingly, so do some subway cars. I am surprised that more retailers haven’t adopted digital media in place of the many posters they use.
And as time passes, shoppers will become immune to all the actions in the store and hopefully, pay attention to the product.
Blending digital with physical is not easy as the need for each is quite different. Technology does allow for a more immersive experience, but it is not unique to Good American. The brand has appeal due to its ownership. I’d like to see more innovative services and new physical dimensions to store spaces. I believe the future is in hologram technology, not necessarily two dimensional display screens.
This is definitely the trend for brick and mortar- to incorporate digital signage in different ways as much as possible. I’d like to see the screens used for outfit styling inspo with their products. How can shoppers turn the items into elevated looks once they get home or with the other brands they’ll inevitably be buying alongside Good American while they’re at the mall? Bring the inspiration step to the purchase step. Right now, the way the products are shown is essentially in a vacuum, and I understand why they do it like this, but it’s not how consumers are thinking about the products.
It’s a solid integration of online content with in-store which more retailers should implement. That said, the effectiveness of this is reflective of the demographic they are targetting and how accessible (vs. exclusive) a brand needs to be.
Good American’s use of digital displays and content management systems is a smart way to stand out in the crowded retail market. These technologies attract attention and create an immersive shopping experience that boosts social media engagement. This strategy works because it draws customers in, educates them about products, and highlights the brand’s values of inclusivity and sustainability.
Advanced digital tech can make shopping more interactive and personalized, encouraging more impulse buys and stronger brand loyalty. Overall, I think this approach effectively differentiates Good American and can significantly enhance their retail presence.
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I visited this store when I was in Los Angeles a couple of weeks ago. It is a great space that balances interactivity with a clean and easy shopping experience. I liked the digital displays that were both informative and engaging. I only subsequently learned that Good American uses content from the web so that it’s in store marketing matches what is online. There are also screens where you can see the entire catalog and order things that are not available in store. For consumers who use multiple channels this is sensible as it creates a cohesive experience. All that said, I would not say the store is revolutionary, even if it is good.
Great points as usual Neil. I agree that the digital experience at Good American is not revolutionary. Most of the digital screens are essentially advertising or replicating content on the web site. I like the idea of educating customers on proper sizing on the denim wall, but utimately people need to physically try on the apparel to make sure it fits. If Good American wants to really wow their customers, they should use AI that is integrated with their CRM sysem to provide customers personalized recommendations and offers based on their preferences and purchase history. This is what consumers want, as according to IBM’s recent 2024 Consumer Study, “around 85 percent of Gen Z consumers, 89 percent of millennials, and 75 percent of baby boomers and seniors want personalized offers.”
The advertising of Khloé Kardashian modeling Good American clothing on a 98-inch vertical display in the dressing room could elevated if they offered the option to use the display for shoppers to virtually try on apparel. It would make the experience more engaging.
Thanks, David. Some really good observations. There is a visual fit screen in the store by the fitting rooms – allows people to see different garments and they can take selfies as well. This was one of the more useful bits of technology but, again, not revolutionary!
As a Good American customer, I can’t wait to experience the store. As a former merchant, having a digital option to showcase styling, fit and product knowledge would have given me the confidence that my merchandising strategy was being executed in the store without having to physically be on location.
This is a great way to make sure teams are product obsessed with the constant graphics and that the visual merchandising / styling options are being showcased at the store.
To make sure this extension of digital is a success, Good American would need to keep the content fresh and consistent with real time inventory and reflective of the current product assortment. Sales associates would still need to be product obsessed but they would also need to show customers what is possible with the digital screens. The experience should augment and assist the sales associate and not be considered a replacement of staff. The excitement of finding a product on the screen, loving the look and being disappointed if the item or the size is not available could also drive customers away. GA would need to be on top of their inventory position and have a good handle of managing their inventory across all channels.
I think this is a smart approach to physical stores for Good American. Being that they are native DTC their customer is coming from digital and this is also a great way to attract a new customer into the store. However, execution will be key to driving sales. Having retail excellence when it comes to maintaining working equipment, fresh content and the product in the stores that they are promoting can not be underestimated. The store staff also needs to be just as compelling to give the right experience and have the customers remain loyal to the brand.
Is techonlogy bad? No, of course not. But it is not, or should not be a deciding factor in selling something (unless, of course it’s the technology itself). For me, the biggest turnoff came a dozenish words into the story. Ultimately “Good American” will thrive not because of – or IMHO despite – its pedigree, nor because of its digital presentation, but because its a better place to buy. And if it isn’t, nothing else will matter.
Good American modernizes the store experience by adding digital content to inspire and inform customers, which can deepen engagement, trust and certainty of fit.
The brand is already known for its inclusive curve appeal. Now these in-store innovations prove it’s captivating, agile and committed to adapting to consumers’ evolving needs.
I’m not sure how I feel about all the screens inside Good American, I’ve been feeling pretty analog lately.
The store is a great ad for Samsung technology but it also reminds me of standing on a busy corner of the Las Vegas Strip. There’s a lot going on. The sales floor has plenty of open space, which is needed to offset all the digital noise.
People love Khloe Kardashian, and Good American makes nice jeans, so I am sure the store will be a big hit.
I think the real singularities here are Khloe Kardashian and Emma Grede. I’ve watched Emma on Shark Tank and have really appreciated her eye for the “hot look” while maintaining a focus on the numbers. Turns out she’s quite impressive. And as Georganne says, people love Khloe Kardashian. She is rich but has some rough patches in her life for sure…both with men and with her health.
People are used to all things Kardashian being about Kardashians, so I don’t worry about her splattered all over the screens. Given the players, how could it not be fashion and tech forward? I not like any one of them needs the money.
It may not scale, but so what? Macy’s has proven that you can ruin a cool concept, with Story, by trying to overscale and corporatize it.
I think it’s a good facet to the brand.
Emma Grede is brilliant.
There are a lot of screens. I didn’t mind them at all (not that I’m the target customer). But I can see how some might find them overwhelming. This is not a store for a digital detox!
I am not familiar with Good American. But reading the discussion, they’re not doing anything radical. Rather, they’ve taken a first step toward figuring out what store will do well as a complement to their online presence. Based on observing the many brick and mortar conversions of online stores, they will not have “hit the bullseye” the first time.
At best, we should hope they’ve done well enough that their first flagship store offers something they can build from.
Good American’s use of advanced digital displays and CMS effectively enhances customer engagement and brand experience, differentiating the brand in a crowded retail market. Advanced digital technologies, like interactive displays and real-time updates, make shopping more engaging and personalized, attracting tech-savvy consumers, streamline the buying process and boosting sales. However, the high costs and technology maintenance may pose challenges. Balancing innovative tech with traditional customer service is crucial for long-term success.
Customers want to be engaged, inspired, and emboldened by an emotional experience. Good for Good American…This sounds like the kind of in-your-face emotion that the Victoria’s Secret flagship store in Columbus had years ago, with huge videos of the runway shows.
I don’t believe that Good American is “reshaping” anything, however, they are “advancing” the notion of merging the online shopping experience with inside the store. The in-store experience might help to lure young shoppers who have not been experiencing the in-store experience. That is what Good American is attempting to accomplish. Db
If people are coming into that store to take pictures of themselves with a DIGITAL Chloe Kardashian, the draw is not really a retail store. Looks like a version of Times Square. And if they’re already DTC customers they’ve seen all those exact same images already. Some people may like it, but I find that many screens tiring and distracting. You want shoppers to be looking at the merchandise, not other people.
It’s only a matter of time before all in-stores become digital. Gee, Even NYC bus stops have video advertising. Surprisingly, so do some subway cars. I am surprised that more retailers haven’t adopted digital media in place of the many posters they use.
And as time passes, shoppers will become immune to all the actions in the store and hopefully, pay attention to the product.
Blending digital with physical is not easy as the need for each is quite different. Technology does allow for a more immersive experience, but it is not unique to Good American. The brand has appeal due to its ownership. I’d like to see more innovative services and new physical dimensions to store spaces. I believe the future is in hologram technology, not necessarily two dimensional display screens.
This is definitely the trend for brick and mortar- to incorporate digital signage in different ways as much as possible. I’d like to see the screens used for outfit styling inspo with their products. How can shoppers turn the items into elevated looks once they get home or with the other brands they’ll inevitably be buying alongside Good American while they’re at the mall? Bring the inspiration step to the purchase step. Right now, the way the products are shown is essentially in a vacuum, and I understand why they do it like this, but it’s not how consumers are thinking about the products.
It’s a solid integration of online content with in-store which more retailers should implement. That said, the effectiveness of this is reflective of the demographic they are targetting and how accessible (vs. exclusive) a brand needs to be.
Good American’s use of digital displays and content management systems is a smart way to stand out in the crowded retail market. These technologies attract attention and create an immersive shopping experience that boosts social media engagement. This strategy works because it draws customers in, educates them about products, and highlights the brand’s values of inclusivity and sustainability.
Advanced digital tech can make shopping more interactive and personalized, encouraging more impulse buys and stronger brand loyalty. Overall, I think this approach effectively differentiates Good American and can significantly enhance their retail presence.