In an industry driven by fleeting trends and fast fashion, Jennifer Cassara is on a mission to change the game. Leading a company born out of necessity in early 2018, when everything seemed to be about fast fashion and monthly Stitch Fix hauls, this 30-year veteran in the fashion industry saw a disconnect between what designers create and what real women actually need.
“My background includes roles such as Buyer, Planner, Divisional Merchandise Manager and Fashion Director in addition to owning my own chain of boutiques called Bella in the early 2000s. During my career, one of the most interesting things I’ve learned is that there is often a disconnect between designers and the women they design for,” says Cassara. “Designers create for runway models, not the everyday woman. I wanted to change that.”
That’s why she launched GoodRobe & Co., a brand that focuses on classic, versatile pieces that never go out of style.
GoodRobe & Co. fills the gap by offering wardrobe essentials from blazers and button-down shirts to wrap dresses that flatter all body types. Instead of chasing trends, the brand prioritizes pieces that stay relevant season after season.
Making Fashion Simple: The Power of Fashion Flash Cards
Many women struggle with choosing the right styles for their body type, skin tone, and personal taste. To solve this, GoodRobe & Co. introduced Fashion Flash Cards, a simple yet powerful tool to help women shop smarter.
“There are so many books out there that are long-winded and lacking interesting graphics and photography. I created my Fashion Flash Cards to be a quick, easy, and visually inspiring way to identify your style and understand what items are most flattering. By using these cards, you take the guesswork out of shopping and allow women to be confident in their personal style,” Cassara explains.
For her, the greatest reward isn’t the revenue, it’s the transformation she sees in her customers. According to her, when a woman puts on her clothes and lights up, that’s everything. It’s about confidence, empowerment, and feeling beautiful in your own skin.
Capsule 101: The Key to an Effortless Wardrobe
Capsule wardrobes are gaining traction as more women embrace minimalism and intentional shopping. GoodRobe & Co. simplifies this with their Capsule 101, a six-piece collection designed for maximum versatility.
“Our capsules allow women to create what I call an ‘intentional wardrobe’ or simply a wardrobe foundation that can be built upon without reinventing the wheel every season or breaking the bank,” says Cassara. “The focus is on core staples that not only work with one another, but also so much of what women already have in their closet.”
The benefits of capsule wardrobes go beyond convenience. Capsule wardrobes reduce fashion waste and promote mindful consumption, aligning with the growing demand for sustainable and ethical fashion.
“Slow fashion as it’s being called has been touted as one of the most effective ways to reduce our environmental footprint while supporting fair labor and eco-friendly production, not to mention simplifying our lives and lowering our expenses,” adds Cassara.
The Future of GoodRobe & Co.
With the women’s apparel market expected to reach $52.91 billion by 2025, Cassara sees endless opportunities for GoodRobe & Co.
“My goal has always been to launch additional collections that build on our existing product line so that women can further develop their wardrobes. Now that we’ve been selling for a couple of years, we have great feedback from our customers and insights on what styles they are looking for,” she says.
The brand is already developing new lines, including denim suiting, a Ponte collection, and a luxurious sweater line.
Safaque Kagdi is a Grit Daily Leadership Network member and a PR Consultant and Content Writer with 12 years of experience. She is passionate about startup stories, entrepreneurial journeys, leadership, business, rising artists and authors. She was recognized as one of the 2018 Top 10 Women Entrepreneurs by Silicon India magazine.