Good Counsel
Facilitating Good Counsel's Transition from Closed Subscription to Self-Service DTC Offering
Services
- Ecommerce Strategy
- Business Strategy
- UX/UI Design
- Email Marketing
- Shopify Plus Development
Background
With a groundbreaking vision, Good Counsel is pioneering the revolutionization of the fashion industry by adopting a fully inclusive approach catered toward the often marginalized big-and-tall male demographic. Up until recently, the brand thrived through a subscription model, and now, a new chapter is underway as the brand unveiled its highly-anticipated e-commerce platform – in collaboration with Avex.
Gaining considerable acclaim, Good Counsel has solidified its reputation among men, earning recognition from celebrated athletes like NBA Champion and All-Star Andre Iguodala, as well as NFL athletes Travon Walker and Trent Williams. These endorsements reaffirm the brand's dedication to redefining fashion norms and ushering in a new era of style empowerment.
Tech Stack
- Inveterate
- Loop Returns
- Klaviyo
- Okendo
- Helium Customer Fields
- Signifyd
- Avalara
- Shipstation
- Gorgias
Approach
In the brand's earlier iteration, the brand's catalog was inaccessible online, necessitating customers to commit to receiving clothing boxes either on a monthly schedule or as per desired frequency – without previewing the products prior to dispatch. Unfortunately, this approach led to a notable influx of returns.
In response, Avex provided strategic guidance and operational support in shaping Good Counsel's new business model. This encompassed ungating the brand's catalog to facilitate a direct-to-consumer storefront on the Shopify Plus platform. Furthermore, Avex played a role in enhancing membership upsell strategies and bolstering social proofing measures for the brand.
Complex UX Flow Mapping
Given the extensive scope of Good Counsel’s audience, we recognized the necessity for the brand’s content to be versatile in its adaptation. To effectively cater to these diverse requirements, our focus was set on enhancing the foundational user experience of the website.
Our in-depth UX/UI endeavor involved the crafting of comprehensive user experience flowcharts tailored to a spectrum of user personas – encompassing Non-Members, Members, Lapsed Members, Active Members with Cancelled Subscriptions, and Guests. The objective was to intricately weave these distinct personas into our UX flows and design mockups, guaranteeing a harmonized experience for all categories.
Enhanced Product Exploration
With the overarching goal of amplifying product discovery in our engagement with Good Counsel, the Avex team conceptualized and executed an innovative "Shop the Look" module. This module enables customers to seamlessly purchase curated ensembles directly from the homepage, eliminating the need to navigate elsewhere and potentially lose sight of other products within the same collection.
Defined Product Presentation
With Good Counsel's innovative influence on the fashion sector in mind, we undertook a comprehensive reevaluation of its product presentation strategy. Drawing inspiration from the theme of exploration, we introduced a fresh perspective to the product detail pages. Our approach enabled customers to immerse themselves in not only the product specifications but also visual portrayals that reflect their quality. Product and lifestyle imagery and videos took center stage, complemented by valuable features such as size guides and a carefully curated "You Might Also Like" section.
Upgraded Memberships Program
Within Good Counsel’s DTC storefront on Shopify Plus, we housed a brand hub meant to educate customers on the brand vision, innovations and most importantly memberships which continued to be an integral element of how the brand caters to its customers.
By leveraging Invetrate memberships, we effectively tapped into the ideal solution we were seeking: a membership structure with a fee-based model allowing cancellations at any time, complemented by the flexibility to define and modify perks as needed. Our strategy entailed comprehensive planning, involving the mapping of user journeys for each specific profile. This approach guaranteed the seamless integration of membership upsell opportunities on the website’s homepage, PDPs, banners and email marketing.
Ongoing Relationship
Over the course of our project, Avex nurtured a strong and collaborative bond with our client, underpinned by a deep-seated confidence in our e-commerce expertise. This trust was particularly pivotal, given our integral role in providing guidance and counsel throughout the implementation of their new DTC business model.
The transition to a self-service e-commerce model bore remarkable fruit, as evidenced by a significant upswing in revenue for the brand. Looking ahead, Good Counsel has chosen to continue their partnership with Avex, embracing our managed services for the purpose of ongoing storefront enhancements and conversion rate optimization.
Let’s work together
Tell us your business goals and we’ll see how we can create something amazing together.