Goop's special sauce — as profiled in many a business story that inevitably mentions founder Gwyneth Paltrow's likability — is that its loyal readers love the one-stop shop for recommendations, content and shoppable product. And when Goop launched its own skin-care line in March, it marked a new chapter for the company. Eventually, each of the brand's verticals (beauty, fashion and home) will comprise both a multi-brand e-commerce business and an in-house line of products, says Goop's head merchant Blair Lawson.
When Lawson joined the company in April 2015 as head of beauty, she was charged with both developing the strategy for that new beauty line and expanding the multi-brand business around non-toxic, clean beauty. "I wanted to make that even more clear and prevalent on the site, and build out the content and assortment we were offering our readers in advance of the launch of our skin-care line," says Lawson, adding that every beauty product is tested for toxic ingredients. "She knows when she comes to the Goop clean beauty shop that she's getting a product that's already been screened and she can trust and feel confident is clean."
Now Lawson is doing the same for the fashion vertical. After the launch of the Goop beauty line, she was promoted to head merchant and turned her attention to building out the site's multi-brand fashion assortment. (Paltrow announced in April that Goop's own apparel line is coming in September.) The fashion offerings have traditionally been seasonal or temporary edits, focusing on Mother's Day or summer entertaining. "One thing that we noticed in the last 18 months of having an e-commerce business [is that] we sell really well, over and over again, those timeless go-to classics," says Lawson.
With the help of Fashion Director Laurie Trott, Lawson and her team created the first-ever permanent Classics shop with the brand's core customer of busy working women and mothers in mind. The shop launched in May and features 89 of Goop's picks for the best pieces, including a white button-down, a blazer, chunky heels and a tank top, alongside a curation of shoes, accessories and intimates. Brands include James Perse, Frame, Stella McCartney, Loeffler Randall and Nili Lotan as well as exclusive collaborations with Co., Pierre Hardy and more. Prices range from $50 to $5,500.
"A lot of what we do at Goop comes from a combination of what we see our consumers gravitating towards, but also what we know we would want," says Lawson. "What's the absolute best pair of flared jeans? You want Goop to have done that research for you — you want it to be a tight enough edit and a well-curated edit that you can trust, that you won't have to scroll though a thousand pages of product to find the thing that you may or may not want." Lawson added that consumer feedback has already been encouraging. "We had one who told us, 'I've bookmarked so many capsule wardrobe articles and I've never ever gone back to that site,'" she says. "Everybody loves to have a destination where they can always find that thing."
Lawson explains the items in the Classics shop will be used in editorial content, which is subject to subtle changes in the future: in the winter, there will be more coats and in the summer, more white jeans. "It will also continue to evolve as we see which categories perform the best, where we think there's more appetite or bandwidth," she says. And as for designer pieces that will no longer be available next season? "Some brands have more of those than others," says Lawson, adding that the team will replace what's missing. Plus, the chosen items aren't the kinds that typically go on markdown, anyway.
In the meantime, Lawson says Goop is expanding its seasonal fashion offerings, too, such as with a swimwear-focused shop. And it won't necessarily be impacted by the launch of the in-house line in the fall, about which Lawson kept mum. "The same thing was true when we launched our own beauty line, we always intended to keep a very robust a assortment of our other beauty products on our site," she says. Will some of Goop's own designs make it into the Classics shop? "It will have a space in the Goop world," says Lawson. If the buzz garnered by the beauty line launch was any indication, the world outside Goop will be watching, too.