Good Counsel

Facilitating Good Counsel's Transition from Closed Subscription to Self-Service DTC Offering

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  • Ecommerce Strategy
  • Business Strategy
  • UX/UI Design
  • Email Marketing
  • Shopify Plus Development

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

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.

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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.

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.

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