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How Good American Rebuilt Customer Acquisition After a Pricing Shift
Good American, founded by Khloé Kardashian, brought paid in-house after struggling to acquire new customers following a pricing increase. With higher price points and strong retail presence, DTC performance stalled and they needed a new approach to make acquisition work again.

The Challenge:

  1. Couldn’t acquire customers at new pricing

  2. Heavy reliance on discounts

  3. Customers trained to wait for sales

  4. Paid driving low-quality, promo-driven demand

Higher prices + discount dependency = broken acquisition.

Our Approach:

We rebuilt acquisition around full-price behavior.

  1. Cut discounts from prospecting → retention only

  2. Focused on core collections to anchor growth

  3. Shifted creative to sell value, not price

Re-trained the customer, not just the ads.

The Results:
Pricing Efficiency
Stronger performance at higher price points
+48%
New Customer Growth
 +48% increase in new customer revenue
Acquisition Quality
Less promo-driven, higher-intent customers
Key Takeaway: Good American had a pricing and behavior problem. Once discounting was controlled, acquisition started working again.
What You Can Learn From
Growth unlocked once execution was aligned.
Discounting Breaks Acquisition:
If customers only buy on sale, you don’t have real demand.
Pricing Requires Strategy:
You can’t raise prices without changing how you acquire customers.
Sell Value, Not Discounts:
Strong brands convert on positioning, not promos.
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Let’s Talk
If you’re ready to scale profitably during key sales events, let’s talk. At AGS, we specialize in driving measurable, high-impact growth for D2C brands
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