As the body positivity movement continues to gain momentum, brands are increasingly recognizing the power and impact of its messaging. Some are using the movement strictly for capitalization, some are authentically and effectively embedding the movement into their brand, some are doing a mixture of both, and some are doing nothing at all.
In our previous blog post, we distinguished the measures for assessing the authenticity of body-positive branding, and we used them to identify one brand in particular that is missing the mark. Now, we will shift our focus to the positive and give credit where credit is due as we identify a brand that is getting body positivity right.
To recap our previous discussions, we can classify brands into many distinct categories, two of which being authentic purpose-driven brands and woke-washers. The authentic purpose-driven brands have distinct core values that manifest themselves in all areas of their business. They go beyond just making a good product; their values and purpose are the root motivation for all actions they make as a brand. On the other hand, woke-washers are brands that lack a genuine commitment to the values they claim to uphold. While they may appear to be supporting a social cause or movement, a closer look can reveal this messaging to be very surface-level, leading us to the intersectionality of woke-washing and body-positive branding.
In order to establish whether or not a brand's body-positive messaging is authentic, we can look at the following factors which can be discussed in greater detail here.
Size Range
Plus-Sized Product Assortment
In-Store Size Availability
Body Representation
Consumer Voices
Brand Example
With the above factors in mind, let's take a look at a brand that ticks these boxes.
Good American
Good American is a denim brand that was founded in 2016 by Emma Grede and Khloe Kardashian. Since the initial launch featuring strictly denim, the brand has expanded to swimwear, shoes, and activewear. In terms of body positivity and size inclusivity, Good American ticks every box.
Below is an interview featuring both co-founders where they explain their motivations behind creating this brand.
"We innovated from day one, offering quality, style, and substance in every size—00-32 Plus. We’re committed to challenging industry norms to bring you a collection that is 100% inclusive, always." (Good American)
We will use our established parameters to determine just how they establish "inclusivity always."
Size Range
Good American prides itself on its size range going from 00-32 in its denim and XS-5X in everything else. Within this 00-32 range, Good American created their very own size to bridge the gap between straight sizes and plus sizes. They stated that they experienced 50% more returns in sizes 14 and 16 than any other size they sold. Co-founder Emma Grede claims this is due to the fact that going from a 14 to a 16 switches from a straight pattern to a plus pattern, which does not accommodate people who are right at the tail end of straight sizes or right at the beginning of plus sizes. (Grede, 2018) So, to combat this, they created their very own size 15. Looking at their wide range of sizes and their creation of a new size to further foster inclusivity, it is safe to say that Good American earns a check in the size range box.
Plus-Sized Product Assortment
As we know, having a broad size range is only part of the battle. Aside from just this, the actual number of styles for each size is what matters. Good American makes sure that they carry every size in every style that they sell, proving that extended sizes are a priority and not an afterthought. (Good American) It is clear that Good American does not favor one size over another; they put equal effort into the representation of every size that they sell.
In-Store Availability
One of the most notable characteristics of Good American is that they do not let a retailer carry their jeans unless they make a promise to order the entire size range, and because of this, many retailers turn down business. (Grede, 2019) This requirement ensures that the in-store shopping experience of Good American will be parallel to their online shopping experience. This is one area where we can distinctively see this commitment to body positivity. Going back to our definition of woke-washing, this is observed when there is a misalignment between activist messaging and established purpose and values. (Vredenburg, et al., 2020, p. 2) This example by Good American is a direct alignment of their purpose and values to their actions and messaging. The brand could be generating significantly more profit if they allowed brands to carry select sizes, however, they are sacrificing this possibility to remain true to their values.
Body Representation
Another notable characteristic of Good American is that they offer photos of three different-sized models for every product on their website. Customers can view a photo of every product that they carry in either a size 0, 8, or 16. Aside from just this, scrolling through their catalog, they have a variety of different body types displayed.
The reason for this is one more thing that makes Good American just that special. Every year, Good American holds an open casting to select who will be a part of their "Good Squad" and represent the brand. They encourage any individual of any shape and size to show up as they are. This open casting gives each individual the chance to be seen, heard, and represented, and if they are selected, it gives them the opportunity to be one of the faces of the brand that they love. (Good American)
This video vividly demonstrates a true commitment to size representation and emphasizes their role in making sure their brand is a reflection of its customers.
Consumer Voices
We heard from a few brand consumers in the video above, however, let's take a look at some more reviews and opinions, outside of content that is produced by the brand itself. Looking at a blog post written by a size 16-18 individual, she gives an in-depth review of multiple different styles of jeans from Good American and whether or not they are "worth the hype." After trying on these different styles, she concludes: "I could tell Good American designs their clothing with all body types in mind. The jeans fit great on my curvy, somewhat hourglass shape, but I’ve also seen women of other body types rock these jeans no problem. I love supporting brands who choose to make their products for plus-size bodies rather than just offering their regular items with more cloth or more stretch." (The Everygirl, 2018)
Below are more sentiments gathered from a website called Thingtesting where consumers can share their thoughts and opinions on specific brands or products.
Taking all of these reviews into account, it is clear that there is a general consensus that Good American strongly values size representation, comfort, and confidence for everybody. The brand itself claims it, and consumers feel the same way.
With all of these factors considered, Good American is setting a remarkable example for brands today by promoting size inclusivity and embodying an authentic body-positive message. Good American proves that when inclusivity and authenticity are at the heart of a brand, success and a positive impact will follow.
Conclusion
In wrapping up our exploration of authentic body-positive branding, we have used real brand examples, Aerie and Good American, to provide us with guidance on how to continue to apply these parameters to other brands in today's landscape.
By comparing these two brands, the areas in which Aerie can enhance its efforts become more apparent. Using Good American as an example, we can offer constructive recommendations for Aerie. These include extending their size ranges in clothing and in bras, focussing more time and effort on the design of plus-sized clothing, increasing their in-store availability beyond a 1X, and incorporating more body-diverse imaging on their website and in campaigns.
While both of these brands push a strong body-positive message, the execution of this principle is what sets them apart. Good American establishes a genuine and consistent commitment to body positivity whereas Aerie has room for improvement.
As we continue to navigate and analyze body-positive branding, it is essential we consistently engage in conversations like this. Using our knowledge of authentic purpose-driven branding and woke-washing, we have the power to critically analyze "prosocial" brands today. Body positivity is just one piece of the puzzle concerning the prevalence of woke washing, but through conversations like these, we can move one step closer to change.
References
Fisher, L. A. (2018, September 20). Good American invents size 15 jeans for women between straight and plus size. BAZAAR. https://www.harpersbazaar.com/fashion/trends/a23318989/good-american-size-15-jean/
Gillette, B. (2021, October 7). I tried good American’s plus-size denim to see if it lived up to the hype. The Everygirl. https://theeverygirl.com/good-american-plus-size-denim-review/
GOOD AMERICAN. (n.d.). Representing body positivity. https://www.goodamerican.com/
Thingtesting. (n.d.). Good American reviews 2024 - Read Before you buy. https://thingtesting.com/brands/good-american/reviews
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic Brand Activism or woke washing? Journal of Public Policy & Marketing, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
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