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Good American’s record-breaking launch in 2016—$1 million in one day—shattered industry norms, built on a promise of inclusivity and confidence-driven fashion. Now, the brand is extending that promise into physical locations, redefining store design and customer experience.

Designing for Inclusivity in Compact Spaces

At RetailSpaces, Bree Richmond, VP of Retail, sat down with Melissa Gonzalez of MG2 to share how the brand’s mission of “fashion for everybody” is shaping its retail footprint.

The challenge? Designing stores that showcase a size-inclusive range (00 to 32, with petite, regular, and tall lengths) in spaces as compact as 1,400 square feet, all while maintaining aesthetic appeal.

Signature elements like a blue denim wall and 96-foot digital ribbons don’t just communicate brand identity—they solve practical challenges by incorporating modularity and storage solutions. “We’re always iterating to balance beauty with function,” Richmond noted.

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Leveraging Data to Inform Expansion

Good American’s retail expansion breaks from the norm, prioritizing markets like Texas, Florida, and the Midwest over traditional hubs like New York. By analyzing e-commerce and wholesale data, the brand identifies where its customers are most engaged and positions stores tailored to their needs.

This data-driven strategy influences not just location but also store design. Compact spaces are optimized with modular layouts and tech-driven storytelling, ensuring inclusivity and efficiency without sacrificing style. “We’re meeting our customers where they are—and designing stores that reflect how they shop,” Richmond explained.

Reimagining the Fitting Room

Good American transforms the often-overlooked fitting room into a focal point of the shopping experience. Spacious layouts, customizable lighting, and intentional textures create an inviting environment where customers feel confident and comfortable.

“It’s not just about trying on clothes,” Richmond explained. “It’s about connecting with the brand in a space that makes you feel confident.”

This reimagined space isn’t just functional; it’s strategic. By prioritizing customer experience over floor space, Good American ensures fitting rooms are more than just a necessity—they’re a powerful brand touchpoint that drives loyalty and reinforces the brand’s inclusive mission.

Looking Ahead

With new stores on the horizon, including a 1,400-square-foot location in Atlanta, Good American continues to prove that size doesn’t define impact. Modular fixtures, adaptable layouts, and seamless tech integration allow each store to evolve alongside the brand’s mission, maximizing functionality without compromising design.

Good American’s journey from digital to physical retail is a blueprint for staying true to core values while embracing innovation. As Richmond put it, “We’re not just building stores; we’re building confidence—one pair of jeans at a time.”

To learn more watch the full discussion below...

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This article was written by AI and edited by a member of the influence group team.

Physical Retail Reimagined.

RetailSpaces is a community for store development and design innovators.

March 30-April 1, 2025 | Los Angeles, CA

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